Launch Date: December 2020
Geography: Yonkers, NY, US
Founder: Shaina Rainford, Founder + CEO
Executive Team:
2026 Full Year Projected Revenue: $100M - $125M, according to industry estimates
Primary Category: Haircare
Other Category: Personal Care
Funding: Self-Funded
Primary Distribution Channel: DTC
Other Distribution Channels:
2026 Projected Offline Distribution Points: 4,000+
Bask & Lather Co. was born from love, resilience, and results. When my sister faced severe hair loss, our mother turned to her kitchen to create a natural scalp remedy using simple, effective ingredients. Within weeks, her hair began to grow back and what started as a family solution quickly transformed into a movement.
We began sharing the products online, and word of mouth spread organically as thousands of women experienced the same transformative growth. Today, Bask & Lather is a multimillion-dollar, bootstrapped brand trusted by millions across the US and beyond, anchored by our hero duo: the Scalp Stimulator and Hair Elixir.
Our mission is simple yet powerful: to restore crowns and confidence through scalp health and science-backed formulas that actually work. We’ve built a loyal community by pairing authenticity with innovation; scaling across Shopify Plus, Amazon, Walmart, and TikTok Shop; and growing without outside funding.
Bask & Lather represents the future of textured haircare: inclusive, results-driven, and community-rooted, which is proof that when women take their power back, growth follows.
Insights: Shaina Rainford, Founder + CEO
Why now and why you?
The textured haircare category is undergoing a transformation, and consumers are demanding products that deliver real results, rooted in integrity, transparency, and community. Bask & Lather was built on those exact values long before they became industry talking points.
We’ve proven that a brand can be bootstrapped, data-driven, and community-powered, growing from a kitchen concept into a multimillion-dollar beauty business without external funding or shortcuts. At a time when consumers crave authenticity and brands are being held accountable for results, Bask & Lather stands out because our products work, and our story is real.
Now, as we expand globally into the UK and Canada, deepen retail partnerships, and invest in innovation beyond scalp care, Bask & Lather is poised to redefine how wellness and beauty intersect for textured hair. We represent a new generation of independent founders proving that culture, science, and storytelling can coexist and thrive at scale.
What fuels your competitive advantage?
Our advantage lies in the intersection of authenticity, efficacy, and agility. Bask & Lather was born from a real family solution that delivered visible results, and that credibility continues to drive trust and loyalty among millions of consumers. We’re not just telling a story; our community lives it.
Unlike legacy beauty brands or venture-backed start-ups chasing trends, we’re bootstrapped and data-driven, allowing us to move fast without diluting our purpose. Every product is built around one core philosophy: healthy scalp, healthy growth. That focus gives us category clarity and ensures we innovate where results matter most.
Our process is lean and direct-to-consumer first, supported by a robust omnichannel presence on Shopify Plus, Amazon, Walmart, and TikTok Shop. We blend cultural intuition with real-time analytics to optimize launches, pricing, and content daily, which is a speed few brands can match.
At its core, Bask & Lather’s competitive edge comes from real results and real relationships. We’ve built a community that grows with us, proving that science-backed performance, transparency, and storytelling are the future of beauty for textured hair and beyond.
What’s your proudest accomplishment to date?
We’re most proud of building a bootstrapped brand that has achieved sustained virality and profitable growth, powered purely by authentic results and community trust. Bask & Lather continues to scale across major channels without outside funding, proving that real products and real impact drive lasting success.
What is the one thing you wish someone had told you?
I wish someone had told me that sustained growth requires as much inner work as external strategy. It’s not just about scaling systems, teams, and sales. It’s about scaling your mindset, boundaries, and resilience. Building a bootstrapped brand means constantly balancing vision and survival. I’ve learned that protecting your peace and clarity as a founder is just as important as protecting your margins.
What would you tell your past self before starting this journey?
I’d tell my past self that the journey will be bigger than you imagined but so will the responsibility. Every challenge will stretch you, but every setback will prepare you for the scale you prayed for. Stay rooted in purpose, trust your instincts, and remember that the same heart that started this brand will always be your greatest competitive advantage.
What does success look like in the next 3-5 years?
Success in the next 3-5 years means scaling impact without losing authenticity. We aim to grow Bask & Lather into a globally recognized leader in scalp health and textured haircare, expanding into the UK, Canada, and key retail partnerships while remaining 100% founder-led and purpose-driven.
Financially, success looks like sustained profitable growth with deeper customer retention and diversified distribution. Culturally, it means becoming a brand that not only restores hair but also restores confidence and representation, proving that textured hair innovation belongs at the center of the beauty conversation, not the margins.
Our mission is to build a legacy brand that balances science, storytelling, and community, creating meaningful change in how beauty celebrates authenticity and inclusion worldwide.
What's one industry trend that is overhyped, and what's being overlooked?
Overhyped: “instant virality” and influencer-driven moments as the main measure of success. The industry is obsessed with short-term visibility, but attention doesn’t always equal trust or retention.
Overlooked: the power of sustained community and product credibility. What truly drives longevity is consistency, products that actually work, brands that listen, and founders who show up authentically over time. In an era of algorithms and aesthetics, the next era of beauty belongs to those who can turn virality into loyalty and make real impact that lasts beyond the trend cycle.
How do you think the industry needs to evolve?
The beauty industry needs to evolve from performative inclusivity to purposeful innovation. True progress isn’t just expanding shade ranges or marketing diversity; it’s investing in research, formulation, and representation that genuinely meet the needs of all consumers.
For textured hair especially, we need more science-backed innovation, more diverse leadership in decision-making rooms, and fewer assumptions about what “mainstream” beauty looks like. The next evolution of beauty should prioritize integrity, transparency, and real results, not just storytelling.
When brands build from truth and community rather than trend, that’s when the industry truly grows.
If you could wave a magic wand, what one wish would you make for your business?
If I could wave a magic wand, I’d wish for unlimited operational capacity to match our demand. Bask & Lather’s growth has been fueled by authenticity and results, but scaling a bootstrapped brand means resources often trail momentum.
With the right infrastructure, we could accelerate innovation, expand globally, and reach every person who needs our products without ever compromising quality or culture. My wish is for the foundation to grow as fast as the impact.