Shaina Rainford is the Founder and CEO of Bask & Lather Co., a nine-figure, bootstrapped, Black-owned haircare brand rooted in science, heritage, and purpose—and recognized as the fastest-growing textured haircare brand in the industry. A board-certified nurse practitioner, Shaina launched the company in 2020 after both she and her younger sister experienced significant hair loss. Inspired by the natural remedies their mother created to restore their hair, Bask & Lather evolved from a family solution into a global movement built on integrity, innovation, and community.
At its heart, Bask & Lather Co. is more than a beauty brand—it’s a safe space for women to feel seen, supported, and empowered to conquer their hair goals. With clean, science-backed formulations that promote healthy, thriving hair from the scalp up, the brand has helped millions of customers worldwide grow in both confidence and results. Its viral social presence, fueled entirely by organic storytelling and authentic customer transformations has made Bask & Lather the #1 Black-owned haircare brand on Amazon and a top-ranked brand on TikTok Shop.
Recognized on the 2025 Inc. 5000 list of America’s fastest-growing private companies (No. 1008 overall and No. 20 in retail and CPG), Bask & Lather continues to redefine beauty by celebrating sisterhood, self-love, and the shared journey of growth—inside and out.
Connect with Shaina:
Website: www.baskandlatherco.com
Instagram: @baskandlatherco | @_ceoshay_
LinkedIn: Shaina Rainford
