meet the 2025 cohort for Rooted in Growth, our annual grant program we introduced back in 2023 to invest in trailblazing founders who are shaping the future of haircare. this year, in partnership with @fifteenpercentpledge, we are providing each founder with $50,000 in funding, mentorship, + visibility to help them scale. 🧡 @thefrontalqueen: innovative lace, wig, + extension care 🧡 @youngkinghaircare: inclusive grooming + haircare for boys + young men 🧡 @squigsbeauty: South Asian–owned beauty brand rooted in Ayurveda and “Happy Headcare,” blending scalp + skincare with fun, clean formulations 🧡 @moknowshair: professional textured haircare line from the beloved YouTube educator and stylist, Monica Stevens supporting fellow hair brands might be unexpected but it’s part of our DNA. amika means friend, and friends share, support, + celebrate each other. that’s why we’re opening doors + sharing what we’ve learned with these founders to help build a more equitable beauty industry. tag a haircare founder we need to meet next 👯