True + Pure Texture, the premium brand redefining luxury textured hair extensions, has officially launched online at Ulta Beauty, marking a historic moment in beauty retail. Founded by celebrity hairstylist Pekela Riley—co-author of Ulta’s first-ever texture curriculum—True + Pure Texture celebrates the full spectrum of natural hair textures, from relaxed and wavy to coily and kinky-curly.
This debut brings inclusivity and self-love to the forefront, offering Ulta guests a luxurious, authentic texture experience designed especially for women everywhere.
A Historic Milestone in Beauty Inclusion
True + Pure Texture's launch on Ulta.com is more than just a product debut—it's a cultural milestone. Ulta Beauty becomes one of the first major national retailers to carry a luxury textured hair extension brand, elevating the presence of textured hair products in the mainstream beauty space. This represents a transformative shift from symbolic inclusion to true representation, giving textured women access, prestige, and visibility on major beauty shelves.
Hype Hair Magazine covered this landmark moment in textured hair extensions history in an article, sharing the following:
The beauty industry is catching up to the real needs of women with textured hair, and True and Pure Texture is proof of that. Their products are made specifically for curl types ranging from straight to 3A to 4C, giving you options that actually work with your hair, not against it.
Pekela Riley, founder and creative director, states, “For textured hair to have a presence at this level—in a national beauty retailer like Ulta—is monumental. It means textured women can now find themselves reflected not only in products but in placement and prestige.”
Textured Hair Extensions Tailored for You
True + Pure Texture currently offers four of its six signature textures via Ulta.com: Relaxed Natural, Island Wave, Island Curl, Sasha Curl, Layla Curl, and Jasmine Coil. These extensions and clip-ins blend seamlessly with natural hair textures, delivering salon-quality craftsmanship and versatile styling.
Additional Texture-Specific Accessories
Defining and Detangling Brush: Designed to glide through coils and curls with flexible bristles and a non-slip handle, making styling effortless.
Satin Turban: Protects textured hair, promoting health and moisture retention.
Benefits for Ulta Beauty Rewards Guests with Online Membership — True + Pure Texture Luxury Extensions
Ulta Beauty Rewards guests shopping True + Pure Texture enjoy exclusive benefits through Ulta’s online membership program:
Q: What is Ulta Beauty Rewards?
A: Ulta Beauty Rewards® is a free loyalty program that offers members benefits such as earning points on every purchase, birthday gifts, exclusive offers, early access to products, and tier upgrades to Platinum and Diamond status based on spending levels.
Q: What perks do Ulta Beauty Rewards online members get when purchasing True + Pure Texture?
A: Members gain early access to new texture launches, loyalty points on every purchase, free shipping on qualifying orders, and tailored product recommendations for their unique curl types.
Q: Can non-members shop True + Pure Texture at Ulta online?
A: Absolutely! While anyone can shop the collection, Ulta online members receive extra perks and savings as part of their loyalty program.
Why This Partnership Matters
True + Pure Texture is more than a brand; it is an artistic movement championing identity, intention, and care. Each strand honors the wearer’s unique texture story. The Ulta partnership amplifies this ethos by making luxury textured extensions widely accessible without compromising quality or authenticity.
“True + Pure Texture’s Ulta launch is a celebration and a correction,” Riley explains. “It proves luxury and texture belong in the same sentence.”
Frequently Asked Questions (Q&A)
Q: Which textures are included in the True + Pure Texture Ulta collection?
A: Featuring textures like Relaxed Natural, Island Wave, Island Curl, Sasha Curl, Layla Curl, and Jasmine Coil, the collection proudly spans a diverse curl spectrum.
Q: Can I find True + Pure Texture clip-ins and full bundles online?
A: Yes! Ulta offers both True + Pure Texture clip-in extensions and bundles, giving you styling versatility—whether you want volume, length, or a new look.
Q: How do I choose my true texture online?
A: Ulta provides True + Pure Texture detailed product descriptions and images. Match your natural hair texture to the closest option. The True + Pure Texture brushes and turbans also assist in maintaining and styling your natural curls.
Elevate Your Curl Experience
With True + Pure Texture available at Ulta Beauty, women everywhere can finally access elite textured hair extensions designed just for them. This historic launch makes high-quality, ethically sourced, and texture-specific hair available to the mass market for the first time.