We had the honor of sitting down with the powerhouse behind one of the most talked-about beauty brands today — Shaina Rainford, Founder & CEO of Bask & Lather Co. From overcoming personal trials to launching viral products, Shaina’s story is one of purpose, resilience, and legacy. In this exclusive interview, she opens up about her journey, the science behind her formulations, and what’s next for the brand.

Before we dive into your incredible journey as a founder — tell us about you, Shaina. Who is the woman behind the brand, beyond the titles and accolades?

Beyond being the Founder & CEO of Bask & Lather Co., I’m a woman driven by resilience and purpose. I originally went to school to become a nurse and later became a Nurse Practitioner, dedicating my life to helping others. One of the most defining moments for me was having my son at 16 and raising him while pursuing my education. That experience shaped my work ethic and gave me the strength to overcome anything life threw my way.

Your brand’s origin story is incredibly powerful. Can you take us back to that pivotal moment when your family first created the scalp oil?

It began when my younger sister lost all of her hair after a ringworm was misdiagnosed as dandruff. Doctors said she’d never grow her hair back, which was devastating. My mother, refusing to accept that, researched natural remedies and created what is now our Scalp Stimulator Growth Oil. Seeing my sister’s hair grow back healthier than ever was an emotional moment that ignited a passion in me to help others facing similar struggles.

You’re a Certified Nurse Practitioner. How has your medical background shaped the way you formulate your products and approach hair care?

My medical expertise is crucial to how we develop our products. I formulate with safety and effectiveness in mind, using science-backed ingredients that promote scalp health and hair growth. We don’t chase trends—everything is rooted in research and clinical evidence.

Hair loss can be deeply emotional, especially for women. How did your personal experience with hair loss influence the values behind Bask & Lather Co.?

While working as a Nurse Practitioner, I contracted COVID-19 and experienced significant hair loss. It was an emotional experience that helped me understand the deep frustration and insecurity that so many women feel. That experience reinforced my mission to create real solutions that restore confidence.

Bask & Lather started in your family kitchen. What was the turning point when you knew this could be a full-scale business?

After experiencing hair loss myself, I asked my mom to make a new batch of the oil. The results were incredible. I shared it with friends and family, and the demand exploded. That was the moment I realized we had something that could truly help others on a large scale.

Clean, toxin-free beauty is a major part of your mission. What are some harmful ingredients consumers should be more aware of when shopping for hair care products?

Definitely. Many products, especially those marketed to Black women, include harmful ingredients like:

Sulfates & Parabens – Strip the scalp of natural oils. Petrolatum – Can clog the scalp and stunt growth. Phthalates – Endocrine disruptors that mess with hormones. Synthetic Fragrances – Often hide irritating chemicals. We prioritize clean, science-backed ingredients that nourish without compromise.

Your Scalp Stimulator Growth Oil has gone viral. What makes it so effective — and so beloved?

It works. The ingredients are powerful, natural, and proven to stimulate hair growth. Customers see results—and when something works, people talk about it. That word-of-mouth, backed by real transformations, is what has made it go viral.

As a Black woman entrepreneur, what unique challenges have you faced building your business — and how have you overcome them?

Balancing entrepreneurship with being a wife and mother is a huge challenge. But I’ve learned to lean on my team, stay persistent, and never underestimate the power of community. The support of my family and our loyal customers keeps me going.

You wear many hats — mom, CEO, real estate investor, and mentor. How do you stay grounded and manage it all?

My family and team help keep me centered. I’ve learned that I can’t do it all alone, and I make time for self-care and rest. Setting boundaries and delegating have been essential to managing everything while staying sane.

Bask & Lather has seen explosive growth. What advice do you have for other founders looking to scale their business organically and sustainably?

Focus on your customers. If you offer real value and results, they’ll be your biggest advocates. Quality products, excellent customer service, and a strong brand experience will take you far. Your customers are your community—serve them well.

Looking ahead, what’s next for Bask & Lather Co.? Any exciting launches or partnerships on the horizon?

Yes! We have exciting new launches coming in Q2 and are expanding into more retail spaces. We’re also exploring mission-aligned partnerships to help us reach more people. Stay tuned—there’s so much more to come!

Lastly, what does legacy mean to you — and how do you want Bask & Lather to impact the next generation of beauty consumers and entrepreneurs?

Legacy means creating something that outlives you. I want Bask & Lather to be remembered as a brand that educated, empowered, and uplifted people—especially women. Our mission is to inspire confidence and wellness through clean beauty, and to show future entrepreneurs that success can be built with heart and purpose.

Follow Shaina Rainford and Bask & Lather Co.

Website: www.baskandlatherco.com

Instagram: @baskandlatherco