Rooted In Growth Grant Program

The Rooted In Growth Grant Program is a national initiative presented by amika in partnership with the Fifteen Percent Pledge, a nonprofit organization focused on advancing racial equity and economic justice within the American consumer economy. The Fifteen Percent Pledge works to increase representation and economic opportunity for historically marginalized entrepreneurs, particularly Black-owned businesses, by encouraging corporations to dedicate a portion of their resources and shelf space to these founders. Through this collaboration, the Rooted In Growth program seeks to directly address funding disparities in the beauty industry by investing in underserved founders operating within the professional hair care sector. The primary purpose of the program is to provide financial capital, mentorship, and industry exposure to emerging hair care businesses that demonstrate strong growth potential and a commitment to inclusive values. Four selected businesses will each receive a grant of 50000 dollars in flexible funding, which can be used at the discretion of the business to support operations, scaling, or strategic initiatives. In addition to funding, recipients gain access to a structured mentorship program, networking opportunities with industry leaders, and brand amplification through marketing channels operated by amika and the Fifteen Percent Pledge. These combined resources are intended to accelerate business development and improve long-term sustainability. Eligibility for the program is limited to United States based businesses operating in the hair care space, including products such as tools, wigs, extensions, and related consumer packaged goods. Applicants must have annual revenue under 2.5 million dollars and must be at least 51 percent owned by founders from underserved communities. These communities include, but are not limited to, individuals identifying as Black, African American, AAPI, Hispanic, Latino, LGBTQIA plus, first generation immigrants, women, or individuals from low income backgrounds. Applicants must also demonstrate readiness to expand into professional distribution channels and show a clear commitment to inclusive practices and community impact. The application process involves submitting materials that communicate the founder story, business model, growth potential, and mission alignment with inclusivity. Applications are reviewed by a joint committee from amika and the Fifteen Percent Pledge, with evaluation criteria focusing on the strength of the founder narrative, business viability, community impact, and readiness for brand storytelling and amplification. Finalists are selected for interviews before final award decisions are made. The program timeline begins with applications opening on July 21 and closing on August 21. Finalists are interviewed during the week of September 21, and recipients are announced in October. Selected grantees must participate in a mandatory mentorship and networking program running from October through April of the following year. This includes virtual sessions held multiple times per month, as well as key in person engagements such as a kickoff event at amika headquarters in New York City on October 20 and participation in a major industry trade show in spring. Acceptance of the grant requires full participation in all program components, including travel commitments and ongoing engagement with mentorship activities. Travel and accommodations for required in person events are covered by the program. While the grant does not specify a recurring cycle, the structured timeline and defined application window indicate a single annual cohort model. Interested applicants can direct questions to the program email provided by the Fifteen Percent Pledge.

Emphasize founder story, demonstrate clear growth potential, and highlight community impact and inclusive mission