A family crisis changed everything for Shaina Rainford, a board-certified nurse practitioner focused on her healthcare career. She had no initial aspirations of becoming a beauty mogul or entrepreneur. Today, her brand, Bask & Lather, is recognized on the 2025 Inc. 5000 list of America’s fastest-growing private companies. The company ranks at No. 1008 overall and No. 20 among retail and CPG brands, according to Essence.
Furthermore, the brand holds the distinction of being the #1 Black-owned hair-growth oil brand on Amazon. It was also the first Black-owned brand to be featured in TikTok’s Super Brand Club. Bask & Lather has grown into an 8-figure business, as reported by TajiMag. The company enjoys widespread recognition and a loyal customer base, supported by a dedicated team of over 15 employees.
Sister’s Severe Scalp Condition Sparked Family Formula
It all began when Rainford’s younger sister suffered a severe scalp condition that led to complete hair loss. Doctors delivered a bleak prognosis, suggesting the hair might never regrow permanently. However, this verdict was unacceptable to her mother—a determined Black mother—who took personal responsibility for her daughter’s recovery. She refused to accept that her daughter would remain bald forever.
Rainford’s mother, motivated by a combination of strong determination and holistic expertise, developed two all-natural products. She created a hair elixir to restore strength and a scalp stimulator to revive dormant follicles. The results were remarkable and exceeded everyone’s expectations. Her sister’s hair not only regrew but came back healthier and noticeably thicker than before.
COVID-19 Hair Loss Led to Business Lightbulb Moment
Years later, Rainford was diagnosed with COVID-19 in 2020, a condition that left her hair brittle. The illness caused heavy shedding that concerned the healthcare professional. She went back to the potent family formula her mother had created years earlier. After experiencing the same remarkable, transformative results, Rainford had what she described as a “lightbulb moment.”
This realization led to the launch of Bask & Lather Co. by the end of that same year. What began as a personal remedy has since blossomed into a multi-million dollar, debt-free empire. This means the company has been built without relying on any investors, loans, or venture capital firms. No external parties claim a stake in the business, giving Rainford complete control.
Six-Figure Monthly Revenue Within Just Three Months
Bask & Lather, within just three months of its launch, achieved six figures in monthly revenue. This success, though perhaps described effortlessly by its founder, was far from easy to accomplish. The achievement came not through massive advertising budgets or celebrity endorsements. Instead, it was accomplished through genuine word-of-mouth and organic social media growth from satisfied customers.
The nurse practitioner from the Bronx leveraged the same diagnostic skills from her healthcare background. She told Essence that nursing teaches you to diagnose before you prescribe. She explained that same mindset applies to business directly. She looks at root causes, data, and patterns before making any decision about the company.
Making Every Dollar Work Twice Through Financial Discipline
From the start, financial discipline was paramount to Rainford’s business strategy. She enforced a strict policy of making “every dollar work twice” in the company. Rather than seeking loans or investors, she reinvested profits from the earliest sales strategically. This bootstrap approach forced her to understand business deeply from the beginning.
This strategy forced her to deeply understand crucial business metrics: margins, demand, and true growth drivers. She focused on her core offerings—the Scalp Stimulator and Hair Elixir—avoiding unnecessary spending. She avoided spending on anything that didn’t directly impact the company’s profitability and growth. According to Rainford, this “balance between lean operations and reinvestment allowed us to grow sustainably and stay completely debt-free.”
Authenticity and Real Stories Drive Brand Success
The key to the brand’s success, according to Rainford, lies in its authenticity and transparency. Unlike competitors who invest heavily in paid influencer campaigns and advertisements, Rainford’s strategy was different. She said they didn’t rely on paid campaigns at first—they told real stories and showed real results. This approach resonated more deeply with customers than polished advertising ever could.
She shared her family’s personal journey and the product transformation that inspired the brand publicly. This vulnerability made customers feel understood and created genuine emotional connections. She turned customers into the brand’s most passionate advocates through shared experiences. The authentic storytelling differentiated Bask & Lather in a crowded beauty market filled with manufactured narratives.
Universal Advice: Know Your Audience and Show Humanity
Rainford offers universal advice for any brand seeking to build lasting success. She emphasizes knowing your audience deeply and engaging with them daily through consistent interaction. She stresses showing the human element of your brand rather than presenting a polished corporate facade. This personal connection builds trust that transcends transactional relationships between brands and consumers.
She emphasizes focusing on high-quality products and building a genuine community over chasing fleeting trends. Her philosophy is that “Consistency, transparency, and storytelling will take you further than a big budget ever could.” This advice challenges conventional wisdom that prioritizes advertising spending over authentic relationship building. Her success validates this alternative approach to brand development and customer loyalty.
Bronx Upbringing Informs Philanthropic Mission
Rainford, having grown up in the Bronx, understood from an early age that access and representation weren’t universal. The brand is deeply committed to giving back through scholarships and community support. They run yearly back-to-school drives that provide children with quality backpacks and supplies. This understanding makes philanthropy fundamental to Bask & Lather, rather than a secondary concern or marketing tactic.
She explained that Bask & Lather was born out of love and healing within her own family. Therefore, it was never just about profit or building personal wealth. Her goal was to “build a brand that gives back to women, to families, and to communities that look like mine.” She is committed to her mission of bridging disparities and fostering opportunities for underserved communities.
Community Support Includes School Donations and Small Business Sponsorship
Her commitment is evident in her support for various causes, including school donations throughout her community. She provides assistance for new mothers who need support and resources. She also sponsors small business initiatives to help other entrepreneurs succeed. She remarked that “Success means nothing if I can’t use it to uplift others.”
This philosophy extends beyond charitable giving to creating systemic change and opportunity. Rainford understands that her success creates platforms and resources to help others. She actively uses her position to address inequities she witnessed growing up. Her approach demonstrates how businesses can be both profitable and purpose-driven simultaneously without compromise.
Healthcare Background Continues Informing Business Decisions
Rainford’s nursing background provides unique advantages in the beauty industry that competitors lack. Her healthcare training informs everything from ingredient selection to product development processes. She applies clinical thinking to business problems, analyzing data and patterns systematically. This scientific approach differentiates Bask & Lather’s product development from purely aesthetic-focused competitors.
Her focus now is building long-term sustainability—creating systems, products, and community initiatives. She stated she wants to ensure Bask & Lather continues to thrive for decades to come. The healthcare mindset emphasizes prevention, long-term health, and evidence-based approaches. These principles translate directly to sustainable business building rather than chasing short-term profits.
Worldwide Expansion Focuses on Retail and International Markets
Today Bask & Lather is embarking on major worldwide expansion with strategic goals. The company focuses on securing retail partnerships beyond its strong online presence. They’re achieving international compliance for UK and Canada markets to expand globally. Innovation in scalp health continues driving product development and differentiation from competitors.
Rainford is scaling the team and infrastructure while maintaining the brand’s authenticity carefully. She recognizes that growth can dilute the personal connection that built the brand. Her challenge involves expanding operations without losing the intimate, family-oriented feel customers value. This balance between scale and authenticity defines her current strategic priorities.
Building Decades-Long Systems for Sustainable Growth
The development of decades-long systems ensures Bask & Lather’s future beyond current trends. Rainford’s healthcare background informs this long-term thinking about sustainable operations. She creates infrastructure that can support continued growth without requiring constant founder involvement. This systematic approach allows the business to scale while maintaining quality and values.
Her vision extends beyond immediate revenue goals to generational impact and legacy. She wants Bask & Lather to remain relevant and effective for decades, not just years. This patient, strategic approach contrasts with venture capital-backed companies seeking quick exits. Her debt-free status allows this long-term perspective without external pressure for premature returns.
#1 Black-Owned Hair Growth Oil on Amazon Platform
Achieving #1 Black-owned hair-growth oil brand status on Amazon represents significant competitive achievement. Amazon’s massive marketplace includes countless beauty brands competing for customer attention. This ranking demonstrates both product quality and effective marketing to stand out. The achievement validates Rainford’s product efficacy and authentic customer relationships.
The Amazon success provides credibility that attracts new customers beyond Bask & Lather’s direct channels. Positive reviews and high rankings create virtuous cycles of visibility and sales. This platform success complements the brand’s strong social media presence and word-of-mouth growth. The multi-channel strength insulates the business from over-dependence on any single sales channel.
First Black-Owned Brand Featured in TikTok Super Brand Club
Being the first Black-owned brand featured in TikTok’s Super Brand Club marks another historic milestone. TikTok represents a crucial platform for beauty brand discovery among younger consumers. The Super Brand Club recognition signals TikTok’s acknowledgment of Bask & Lather’s influence and success. This visibility introduces the brand to millions of potential customers organically.
The TikTok success demonstrates Rainford’s understanding of social media’s power for authentic brand building. Short-form video content allows her to tell compelling stories about the products’ origins. User-generated content from satisfied customers provides social proof more powerful than advertising. This platform mastery without paid campaigns showcases her innovative marketing approach and deep audience understanding.
