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In 2020, then nurse practitioner, Shaina Rainford got seriously ill from COVID. She survived the illness, but lost all her hair and found nothing on store shelves that could help with her condition. Then, she remembered that her younger sister went through something similar – not COVID – five years prior, and their mother had made a concoction that helped little sister to grow her 4C Hair to waist length. Shaina tried the hair oil on her own hair, documented her journey on social media and Bask and Lather was born.

The story is about more than creating a hair care brand. It’s also the story of how one woman’s go-getter spirit moved her into the next level of her professional journey. It’s also a story about centering community and building a legacy. 

Here are some key discussions from my conversation with Shaina Rainford: 

• Bask and Lather launced in December 2020, and within three months, the company was generating the same amount as Shaina's annual nursing salary

• The business focuses on natural ingredients with no fragrances, using essential oils that each serve a purpose
 • Shaina maintains 100% ownership of her company with zero debt and manufactures millions of units annually
 • Her 17-year-old son now leads the marketing efforts, creating a true legacy family business
 • Baskin-Lather holds top-seller positions on TikTok Shop for multiple hair care categories
 • The brand maintains direct-to-consumer focus to control distribution and maintain healthy profit margins
 • Their community-centered approach prioritizes authentic engagement with customers both online and offline

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