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The Root Project: NEXT50 2025

Published August 21, 2025
Published August 21, 2025
The Root Project

Launch Date: February 2025

Geography: Huntington Bay, NY, US

Founders:

  • Patrick Harriman, Co-Founder + CEO
  • Lucrecia Jovel, Co-Founder + CMO

Board Members: 

  • Mark McMaster, Global Head of Mergers & Acquisitions, Lazard
  • Fabien Baron, Chief Creative Director, Baron & Baron Inc.
  • Stevie Clements, Chief Marketing Officer, Poppi Beverages + CAVU Ventures 

2025 Full Year Projected Revenue: Under $2M, according to industry estimates

Primary Category: Haircare

Other Category: Men's Grooming

Funding: Self-Funded

Primary Distribution Channel: DTC

Other Distribution Channels:

  • Amazon
  • TikTok Shop 
  • Independent Retailers

Key Retail Partner: Knockout Beauty

2025 Projected Offline Distribution Points: 25

The Root Project is here to change how we think about haircare—by starting at the source. In a category where scalp care is often clinical, problem/solution, and joyless, we offer a bold reframe: Rootcare is haircare. Our products are clean, effective, and feel downright indulgent—blending the power of science with the pleasure of “rootine.” We thrive in the tension between purposeful and playful, Goop! meets Glossier—with better hair.

At the heart of it all? “A Simple Rootine Can Change Everything.” Because when you show your roots some love, great hair happens—effortlessly. We make high-performance formulas that work hard so you don’t have to, transforming rootcare from an afterthought into an empowering act of self-care.

Co-founded by Lucrecia Jovel, a global beauty leader behind NARS’ $1.6B+ growth and MAC’s category dominance, and Patrick Harriman, a creative marketer for brands like Dior, Estée Lauder, and L'Oréal, The Root Project fuses cultural insight, commercial savvy, and an aesthetic edge.

This isn’t just another clean beauty brand—it’s a movement redefining modern haircare from the root up. Scalp-first. Science-backed. Culturally tuned. Beautifully irreverent. Welcome to The Root Rootine.

Insights: Patrick Harriman + Lucrecia Jove, Co-Founders

Why now and why you?

The Root Project is answering the real-time shift in beauty: Consumers are craving simplicity, performance, wellness and authenticity—not more steps or gimmicks. We believe rootcare is haircare, and our clean, clinically backed formulas deliver results without overwhelming routines. We offer a fresh, necessary perspective: intentional, science-backed, and sensorially indulgent. We’re not chasing trends—as industry veterans, we know all the shortcuts and tricks, and how short-lived they are. We are building a foundation for the future of healthy hair.

What fuels your competitive advantage?

First, us. We’re beauty industry veterans with deep product expertise—but we lead with curiosity, not ego. That’s why we called it The Root Project: we’re committed to evolving, listening, and never getting stuck in our own way. Second, our formulas. Made from scratch (never "off the shelf”), they blend biomimetic science with indulgent, plant-powered ingredients. They deliver real results at the root—and feel incredible in the process. Third, our brand voice. We love the tension between aspirational but cheeky, grounded but elevated.  We speak to the low-key, wellness-aware consumer and the glossy girl who is done with fluff.  We’re bringing a refreshing energy to prestige haircare.

What are you most proud of accomplishing to date?

Our unwavering commitment. It takes relentless discipline, determination, and heart to build and launch a brand from scratch—and the breadth of skills required can be overwhelming, with some learned in real time! Staying focused, pushing through uncertainty, and refusing to cut corners has been our greatest achievement. Equally important, we’re proud of the genuine partnership we've built as co-founders. True collaboration—rooted in trust, humility, and shared vision—is rare, and it's been the foundation of everything we've accomplished. The Root Project isn’t just a brand; it’s a testament to what’s possible when commitment and collaboration lead the way.

"The beauty industry needs to evolve by shifting focus from fleeting trends to sustainability, authenticity, and real wellness."
By Patrick Harriman + Lucrecia Jove, Co-Founders, The Root Project

What is the one thing you wish someone had told you?

We wish someone had told us that clarity doesn’t come before you start—it comes as you build. After a combined 35+ years in the industry, leading global brands, we thought we had to come into entrepreneurship with all the answers. But starting The Root Project taught us that even with all the experience in the world, you still have to leave space for the unknown—for the brand to breathe, evolve, and teach you something new.

In beauty, it’s tempting to perfect every detail before launch. But real resonance comes from connection, not polish. The most powerful insights have come from listening—truly listening—to our community and friends and family and letting that shape the brand in real time.

And honestly? We wish someone had reminded us to love every step of the process. When you’re deep in supply chain snags, formulations, investor decks—it’s easy to forget why you started. But the love, the vision, the purpose behind our brand—that’s our anchor. In a saturated market, authenticity is our greatest asset. That’s what people connect to. 

What would you tell your past self before starting this journey?

“Trust that your instincts are a form of intelligence—and let them lead.” Before The Root Project, we were used to building within the structure of big brands. But when it’s your own vision, you have to get comfortable trusting your gut—even when it goes against what’s “proven” or expected. I’d tell my past self: It’s okay if not everyone gets it at first. What we're building is different—and that’s the point. Stay rooted in your “why” and know that your authenticity is your greatest asset.

What does success look like in the next 3-5 years? 

For us this means being at the forefront of a haircare revolution—where people are not just investing in their hair, but in their wellness and the planet. We’ll be a beloved brand known for making scalp care simple, effective, and fun. Our products will be everywhere, from your local stores to your best friend’s bathroom shelf, and our community will be thriving—full of people who feel confident, empowered, and connected to a brand that truly gets them. And of course, we’ll be driving positive change, supporting sustainable practices, and investing in communities. Success will feel like a happy, healthy, and ridiculously good hair day, every day.

What's one industry trend that is overhyped, and what's being overlooked? 

Overhyped? Multistep, overcomplicated routines that position haircare as a 10-step science experiment. Consumers are sold endless serums, scrubs, and scalp devices—yet still left confused and overwhelmed. Complexity is not luxury. It’s noise.

Overlooked? Simplicity as a form of innovation. The idea that a simple, consistent rootine—rooted in root health, clean formulas, and sensory joy—can deliver real, lasting results. There’s a hunger for products that work and feel good, without the overload. That’s where the future is.

How do you think the industry needs to evolve?

The beauty industry needs to evolve by shifting focus from fleeting trends to sustainability, authenticity, and real wellness. Consumers are ready for haircare that’s effective, simple, and rooted in transparency—not just quick fixes. At The Root Project, we believe beauty should be a holistic ritual, nourishing both the body and the mind. The future is about clean, purposeful products that align with consumers’ values and foster deeper connections.

If you could wave a magic wand, what one wish would you make for your business?

If we could wave a magic wand, I’d wish for The Root Project to become the go-to brand that makes scalp care feel as fun and effortless as it is effective! We want to see people everywhere treating their roots to the love they deserve, while also supporting communities and the planet. Imagine a world where great hair and good vibes are the standard—and every product you use makes you feel like you’re doing something good for yourself and the world!

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