So U Hair Co is a direct-to-consumer hair extensions brand founded by Bsrat, who has been wearing extensions since her first paycheck and installing her own hair since age 14. That real, lived experience shapes everything we sell. We source honestly and teach transparently — every product comes with real guidance, not filler. We're accessible luxury: quality hair that holds up, at prices that respect what our customers are working with, not a 'diaspora tax.'

We're built by the diaspora, for the diaspora — a brand that understands texture, culture, and the frustration of not being able to trust a label. We serve women across Nigeria, Ghana, Cameron, Liberia, Senegal, Ethiopia, Eritrea, South Africa, Zimbabwe, Uganda, and the Democratic Republic of Congo (DRC). the U.S., and Canada. Whether you're a first-time wearer or a seasoned pro, So U Hair is your trusted source for quality hair extensions and styling expertise.