BeautyHair care

TRUE + PURE TEXTURE Joins Ulta Beauty Expanding the Luxury Textured Hair Category

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.

Published: Oct 25, 2025 7:36 PM

By Jeanel Alvarado

BeautyHair care

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TRUE + PURE TEXTURE Joins Ulta Beauty Expanding the Luxury Textured Hair Category

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. View this post on Instagram A post shared by True + Pure Texture Hair Extensions (@trueandpuretexture) 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…

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