True + Pure Texture, the luxury hair-extension brand founded by celebrity stylist Pekela Riley, has officially launched on Ulta.com, a breakthrough moment that expands textured hair representation in prestige beauty retail.
The brand, known for its artistry and precision, brings salon-grade hair extensions to Ulta Beauty’s virtual shelves, offering women of every texture, from relaxed and wavy to coily and kinky-curly, a premium experience grounded in authenticity and innovation.
This milestone marks Ulta Beauty’s continued push toward inclusive retail, making it one of the first national retailers to carry a luxury textured hair-extension line — a category long overlooked in the luxury space.
“For textured hair to have this level of visibility in a major national retailer like Ulta is monumental,” says founder and creative director Pekela Riley. “It means textured women can now…
find themselves represented not only in products, but in placement, access, and prestige.” At the heart of True + Pure Texture’s debut is more than just product—it’s presence.
Riley, who co-authored Ulta Beauty’s first-ever texture curriculum and served on its Pro Team, continues to shape the industry narrative around inclusion and representation. “This launch isn’t just about extensions—it’s about liberation and legacy,” Riley adds.
“Standing on Ulta’s shelf means we’ve claimed our space, and it’s here to stay.” Currently, Ulta.com carries four of the brand’s signature texture families, Relaxed Natural, Island Wave, Island Curl, Sasha Curl, Layla Curl, and Jasmine Coil, available in both clip-ins and bundles, blending seamlessly with natural hair for effortless versatility. The partnership underscores Ulta Beauty’s growing investment in texture-inclusive brands and affirms True + Pure Texture’s position at the forefront of luxury hair innovation.
As Riley defines it: “True + Pure Texture is about artistry, identity, and intention. Every strand tells a story, and now, that story lives on the Ulta shelf.”
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