From Family Recipe to 8-Figure Empire: How Shaina Rainford’s Personal Hair Loss Journey Created a Beauty Revolution

When it comes to the beauty entrepreneurship space, few stories resonate with the power of Shaina Rainford’s journey. As the founder and CEO of Bask & Lather Co., she has transformed a family remedy into an 8-figure haircare empire, proving that the most compelling business ventures often spring from deeply personal experiences.

The seeds of Bask & Lather Co. were planted years ago when Shaina’s younger sister lost all her hair to a misdiagnosed ringworm infection. Despite dermatologists’ warnings that regrowth might be impossible, their mother created a homemade scalp oil that defied medical expectations. This same formula would later become Shaina’s salvation when she faced her own hair loss battle in 2020, inspiring her to share the solution with others. Drawing on her expertise as a Certified Nurse Practitioner, she developed the formula into what would become the brand’s viral sensation—the Scalp Stimulator Growth Oil.

We had the honor of chatting with Shaina about her meteoric rise in the textured haircare category. From nurturing a growing team of 15 employees to balancing motherhood and real estate investments, she shares her blueprint for building a purpose-driven brand. More than just another beauty success story, Shaina’s journey demonstrates how personal challenges, combined with scientific knowledge and unwavering determination, can create a movement that changes lives—one healthy head of hair at a time.

Check out our full interview below.

Your journey started with a deeply personal experience, watching your sister’s hair loss struggle and then facing it yourself. How did these experiences shape your vision for Bask & Lather and your approach to product development?

Shaina Rainford: Witnessing my sister’s hair loss at such a young age was heartbreaking. Later, when I experienced post-COVID shedding myself, I realized how isolating and emotional hair loss can be. My mom developed the products that helped my sister regrow her hair, and eventually helped me too. Those experiences shaped my entire vision for Bask & Lather. Every product we create starts with a real need, prioritizes scalp health, and is designed to offer results and reassurance at the same time.

What was the transition like from being a Certified Nurse Practitioner to becoming an entrepreneur, and how did your healthcare background influence your approach to natural, science-backed solutions?

Shaina Rainford: The transition was challenging but felt purpose driven. As a Nurse Practitioner, I was trained to assess root causes and offer solutions that work long term. That same mindset shaped how I develop our products, balancing natural ingredients with proven results and always prioritizing safety, especially for the scalp. My medical background keeps me focused on efficacy, not trends.

What role has your mother played in your entrepreneurial journey, and how has this family partnership influenced your leadership style?

Shaina Rainford: My mom is the reason this brand exists. She created the original formulas out of love and necessity, and she’s been involved ever since. Her resourcefulness, patience, and ability to turn a kitchen remedy into something life changing taught me that powerful solutions don’t always come from labs. They often come from home. That perspective influences how I lead. I value collaboration, intuition, and treating my team like family.

During the early stages of Bask & Lather, what were your biggest fears, and how did you overcome them to achieve such remarkable growth?

Shaina Rainford: My biggest fear was that we’d grow too fast and lose the quality and connection that made people love our products. I overcame it by being obsessive about our supply chain, customer feedback, and keeping core values at the center of every decision. We didn’t cut corners, even when it was tempting.

How do you balance being both scientific and entrepreneurial in your approach to product development and business growth?

Shaina Rainford: I lead with data, but I never ignore instinct. I validate ideas with testing and customer feedback, but I also trust my understanding of the scalp and hair from both a clinical and personal lens. That balance keeps us innovative while staying grounded in what truly works.

Can you share your strategy for maintaining product quality and customer satisfaction while scaling from a family recipe to a national brand?

Shaina Rainford: It started with refusing to compromise on ingredients, even when it meant slower growth. We built strong relationships with our manufacturers and put systems in place for batch testing and quality control. On the customer side, we listen closely and our support team plays a huge role in capturing feedback that feeds directly into product improvements.

What financial principles have guided you in growing Bask & Lather into an 8-figure business while also investing in real estate?

I’ve always believed in growing without overextending. We scaled lean, reinvested profits, and never took on debt or outside investors. I treat business and real estate as long-term plays. Patience and discipline have been key. I track every dollar and expect every investment to earn its return.

Could you share your approach to building and managing a team of 15+ employees while maintaining your company’s core values and mission?

Shaina Rainford: I hire for integrity first and skill second. I’m very clear about our values including excellence, transparency, and accountability, and I lead by example. Every team member knows they’re contributing to something meaningful. We keep communication open and invest in personal development so the team grows as the company does.

How do you manage your mental health and prevent burnout while juggling multiple roles as CEO, mother, and real estate investor?

Shaina Rainford: I’m intentional about boundaries. I delegate, I unplug when I need to, and I’ve learned to say no without guilt. My faith keeps me grounded and gives me clarity when things feel overwhelming. I lean heavily on prayer, spiritual reflection, and my support system. Staying spiritually aligned helps me show up fully in business and at home.

Could you share your approach to making difficult decisions, especially when they affect both your business and personal life?

Shaina Rainford: I ask myself what decision aligns best with my values and long term vision. I don’t rush. I gather the facts, consult people I trust, and then move forward with confidence even when it’s hard. I’ve learned that the right decision isn’t always the easiest one.

How do you approach personal branding and public speaking engagements while managing your time as a CEO and mother?

I treat speaking engagements as an extension of my mission to empower others. I plan carefully and protect my calendar, but I say yes when the opportunity aligns with my purpose. My story is not just about business, it’s about showing women what’s possible.

How do you incorporate giving back to the community into your business model while maintaining profitability and growth?

Shaina Rainford: We believe in impact with intention. We donate to organizations supporting women’s health and entrepreneurship, and we often give products to those in need. But we also create economic opportunity through jobs and mentorship. Giving back is part of our growth strategy, it’s not separate from it.

What advice would you give to women who have a powerful solution to a problem but are hesitant to take the entrepreneurial leap?

Shaina Rainford: Start before you’re ready. You don’t need a perfect plan, just a real problem, a real solution, and a willingness to learn as you go. There’s no roadmap, but your lived experience is a powerful asset. Trust yourself.

Lastly, is there a specific mantra, quote, or affirmation that you hold close to your heart?

Shaina Rainford: Yes, you can. It’s simple, but it’s my reminder that even when it’s hard, even when the odds feel stacked, I can figure it out. And so can you.