When clients ask for thicker, fuller hair, most stylists know it’s not just about ends and edges — it’s about what’s happening at the scalp.
And if you’ve been paying attention to the latest shifts in beauty, you already know: scalp care isn’t a side category anymore. It’s front and center, with giant beauty juggernauts and indie brands alike vying for a piece of the scalp-care pie.
Big names and big funding don't necessarily equal success in the field. That much is true by talking to Shaina Rainford, who founded the direct-to-consumer Bask & Lather Co. and is watching it thrive — all without investors, debt, or brick-and-mortar retail pressure.
From DIY Formula to Beauty Breakout
A former nurse practitioner, Rainford never set out to launch a brand. But when her younger sister Leah lost all her hair as a child to a misdiagnosed ringworm infection, the solution came in the form of a family remedy concocted with love and determination.
Her sister's struggle “wasn’t just cosmetic — it was emotional for all of us,” Rainford tells American Salon. “Our mom made a natural oil blend that felt like a miracle.”
That miracle didn’t stop at home. When Rainford later battled COVID, she experienced major hair loss herself and revisited that same formula. “I started using it consistently, and my hair came back stronger and fuller. That was my lightbulb moment.”
Bringing the product to market comes with intention. The nurse practitioner did the research on ingredients, worked with labs to meet compliance standards, and learned the ropes of packaging, branding, and fulfillment.
“I didn’t want to lose what made it special,” she says. “It had to stay effective, clean, and true to its roots.”
It worked. Bask & Lather's Scalp Stimulator Hair Growth Oil launched in late 2020 and went viral on social media in 2021. The company hit six-figure monthly revenue in just three months — completely self-funded. The brand has since made the Inc. 5000 list of fastest-growing companies in the U.S.
“Our growth came from real results and real people sharing their stories,” says Rainford, whose sister Leah often models her now thick and shiny waist-length hair for Bask & Lather.
“Social media was huge, but so was word of mouth in the community. Clients were bringing bottles to their stylists and saying, ‘This worked for me.’”
No Retail, No Problem
That grassroots credibility is why Rainford has resisted pressure to jump into retail. “We’ve turned down some major retail offers,” she says. “I want to protect the integrity of our formulas, our margins, and our connection to customers.
"Retail can be amazing—but only when it’s strategic.”
And that connection to the customer? It's one of the brand’s biggest assets. “We hear from people daily — through DMs, emails, comments — asking questions and sharing their wins. Staying direct-to-consumer helps us pivot quickly and speak directly to the people we’re helping.”
Rainford is determined to clear up some of the scalp myths she sees repeated in salons and online alike. For starters? “Just because the hair looks healthy doesn’t mean the scalp is,” she explains.
“You can have buildup, inflammation, or dehydration under the surface that leads to shedding or stunted growth down the line.”
Another misconception? That washing less always equals more growth. “Skipping washes can backfire—it leads to clogged follicles and irritated scalps. It's about balance, not extremes.”
And while the brand's viral hair oil was key to its success, Rainford is quick to educate clients and pros alike that oils aren't a magic elixir.
“Oils seal in moisture — they don’t hydrate," she says. "You still need water-based products or hydration-rich ingredients to truly nourish the scalp.”
The Next Chapter: More Formulas, Facts, and Transparency
Since its first product went viral, the brand has powered ahead with more hot-selling products including brow and eyelash serum, beard growth elixir, liquid vitamins, and treatments.
Looking ahead, the brand is staying focused on what it does best: scalp health and hair retention. “We’ve got new formulas coming soon, designed for different textures and needs,” Rainford says.
“We’re also investing in education. I want people — not just consumers, but pros too— to understand how the scalp works so they can care for it more effectively.”
Her advice for fellow founders? “Don’t get distracted by hype. Stay close to your ‘why’ and let that guide your decisions.
"Growing slower but with integrity can be the difference between burnout and longevity.”
And for Rainford, it all goes back to where it started: with family, science, and a belief that healthy hair starts at the root.