About Us

 

Our mission: 

 

Cult Beauty Boutique from Reykjavík

At Ruru, we want to become your  gateway to globally celebrated cult cosmetics. From Korean skincare gems to the exeptional African bodycare, we bring international standards to Iceland’s doorstep. We specialize in authenticity, exclusivity, and a genuinely local shopping experience—online or via pop‑ups. Welcome to the best-kept beauty secret in Iceland.

 

Values: 

Because beauty is not just on the outside in ruru we offer many clean 
beauty, cruelty-free, organic, vegan and eco-friendly brands alongside 
internationally well known and popular big brands.