Bask & Lather Founder Talks Growing Viral Haircare Brand

Social media timelines have not been the same since Bask & Lather hit the market. The thriving haircare brand wouldn’t exist without its founder Shaina Rainford, and her mother’s homemade growth recipe.

After her younger sister Aaliyah suffered from severe hair loss due to an intense scalp infection, Rainford’s mother formulated a recipe that grew her sister’s hair back. Rainford later used the same recipe when she experienced hair loss from having COVID-19 in 2020, and the formula also helped her grow her hair back. 

The Bronx native, a nurse practitioner at the time, knew she had something special on her hands and decided to share the product with the world.

For many, the goal of entrepreneurship is straightforward, but Shaina Rainford’s founder-journey was unexpected.

After sharing her and her family’s hair journey online, Rainford started selling the growth oils on Instagram, and Bask and Lather was born.

Now, in 2026, the brand has expanded its offerings with collections that include its signature Scalp Stimulator Oil, as well as an array of products catered to various hair needs like shampoo, conditioner, styling products, and a new Scalp Therapy System designed to nourish the scalp, which is often neglected.

“Customers are like, ‘Oh, which one should I get?’ It’s not ‘Which one should I get?’ It’s when you should use one or the other, and you should have both because scalp care and hair care are not separate. They are different parts of your hair care journey,” Rainford told HelloBeautiful.

Bask and Lather is set to generate nine figures in revenue without investors, and it still remains a family-operated business

As of August 2026, Bask and Lather is available for retail in 1,900 Walmart stores across 48 states. Now, that’s a founder…