Jasmin Foster built the brand she always dreamed of. Her company, Be Rooted, is now a celebrated lifestyle destination. It specifically serves Black women with beautiful, affirming products.
In just five years, it gained incredible recognition. The brand earned spots on Oprah’s Favorite Things and the Tamron Hall Show. This success clearly filled a major gap in the market.
Filling a Market Gap with Intention and Representation
Foster had the idea for about a decade. She felt a deep need in the marketplace. “I felt like there was a need for Black women to have a brand that was fully based on making sure that they felt seen,” she explains.
She launched in 2020 starting with stationery. Foster combined beautiful Black art with everyday items. The goal was to create journals and planners that inspire.
Artistic representation was crucial from the start. Her design team intentionally removed specific facial details. This allows a wider variety of women to see themselves in the art.
Rapid Growth From a Home Operation to Target Shelves
The brand launched during a time of great unrest. Foster focused on providing joy and affirmation. Early journals featured messages like “Dream chaser” and “Protect your energy.”
Growth happened faster than imagined. Foster previously worked as a senior buyer at Target. Remarkably, her own products were on those shelves just nine months later.
This retail partnership was a strategic dream. It placed Be Rooted where hundreds of thousands of women shop. The brand was later named one of TIME’s 100 Most Influential Companies.
A Family-Run Brand Focused on Community Impact
Family has been central to the operation from day one. Her parents were employee numbers one and two. They stored inventory at home and handled shipping and quality control.
“That’s the engine that makes this run,” says Foster. “It’s brought our family closer.”
Community impact is also a core mission. The company donates to causes like the Loveland Foundation’s Therapy Fund. Foster believes impact and business must go hand in hand.
The Future of a Full Lifestyle Brand Experience
Be Rooted continues to expand its product range. A 2026 Black History Month collection will introduce new items. This includes bags, mugs, and other lifestyle accessories.
Foster always envisioned a true lifestyle brand. It simply started with stationery. Now, it’s becoming a complete toolkit for motivation and productivity.
Her ultimate hope is to motivate others. She wants her products to help people chase their own dreams. The journey of Be Rooted, it seems, is just beginning.