A family crisis changed everything for Shaina Rainford, a board-certified nurse practitioner focused on her healthcare career, who had no initial aspirations of becoming a beauty mogul.
Today, her brand, Bask & Lather, is recognized on the 2025 Inc. 5000 list of America’s fastest-growing private companies, ranking at No. 1008 overall and No. 20 among retail and CPG brands, according to Essence.
Furthermore, it holds the distinction of being the #1 Black-owned hair-growth oil brand on Amazon and was the first Black-owned brand to be featured in TikTok’s Super Brand Club.
RELATED STORIES
It all began when her younger sister suffered a severe scalp condition that led to complete hair loss. Doctors delivered a bleak prognosis, suggesting the hair might never regrow; however, this verdict was unacceptable to her mother—a determined Black mother—who took personal responsibility for her daughter’s recovery.
Rainford’s mother, motivated by a combination of strong determination and holistic expertise, developed two all-natural products: a hair elixir to restore strength and a scalp stimulator to revive dormant follicles. The results were remarkable; her sister’s hair not only regrew but came back healthier and noticeably thicker.
Years later, Rainford was diagnosed with COVID-19 in 2020, a condition that left her hair brittle and caused heavy shedding.
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 claiming a stake in the business.
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 and was accomplished not through massive advertising or celebrity endorsements, but through genuine word-of-mouth and organic social media growth.
The nurse practitioner from the Bronx leveraged the same diagnostic skills from her healthcare background to build her multi-million dollar haircare brand, Bask & Lather.
She told Essence, “Nursing teaches you to diagnose before you prescribe. That same mindset applies to business. I look at root causes, data, and patterns before making a decision.”
From the start, financial discipline was paramount. Rainford enforced a strict policy of making “every dollar work twice.” Rather than seeking loans or investors, she reinvested profits from the earliest sales.
This strategy forced her to deeply understand crucial business metrics: margins, demand, and what truly drove growth versus mere surface appearances. She focused on her core offerings—the Scalp Stimulator and Hair Elixir—avoiding spending on anything that didn’t directly impact the company’s profitability. According to Rainford, this “balance between lean operations and reinvestment allowed us to grow sustainably and stay completely debt-free.”
The key to the brand’s success, according to Rainford, lies in its authenticity. Unlike competitors who invest heavily in paid influencer campaigns and advertisements, Rainford’s strategy was different. “We didn’t rely on paid campaigns at first—we told real stories and showed real results,” she explained. She shared her family’s personal journey and the product transformation that inspired the brand, making customers feel understood and turning them into the brand’s most passionate advocates.
Rainford offers universal advice for any brand: Know your audience deeply and engage with them daily. Show the human element of your brand. 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.”
READ ALSO: How this nurse entrepreneur is helping other Black nurses launch 8-figure businesses
Rainford, having grown up in the Bronx, understood from an early age that access and representation are not universal. The brand is deeply committed to giving back, offering scholarships and running yearly back-to-school drives that provide children with quality backpacks and supplies.
This understanding is why philanthropy is fundamental to Bask & Lather, rather than a secondary concern. As Rainford explained, “Bask & Lather was born out of love and healing within my own family, so it was never just about profit.”
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, which is evident in her support for various causes, including school donations, assistance for new mothers, and sponsorship of small business initiatives.
She remarked, “Success means nothing if I can’t use it to uplift others.”
Today Bask & Lather is embarking on major worldwide expansion, focusing on securing retail partnerships, achieving international compliance (UK, Canada), and innovating in scalp health.
Rainford is scaling the team and infrastructure while maintaining the brand’s authenticity. Her healthcare background continues to inform all decisions, from ingredient selection to the development of decades-long systems.
“My focus now is building long-term sustainability—creating systems, products, and community initiatives that ensure Bask & Lather continues to thrive for decades to come,” she stated.
Bask & Lather Co. 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.
