Shaina Rainford
Founder and Chief Executive Officer
Shaina Rainford is the Founder and CEO of Bask & Lather Co., a nine-figure, bootstrapped, Black-owned textured haircare brand rooted in science, heritage, and performance. A board-certified nurse practitioner, Shaina is recognized for uniquely bridging clinical expertise with cultural tradition to build one of the fastest-growing textured haircare brands in the industry.
She launched Bask & Lather in 2020 after experiencing significant hair loss alongside her younger sister. Drawing from the natural remedies their mother had long used within their family, Shaina applied her clinical training to refine and scale these formulations, transforming a personal solution into a global, results-driven brand trusted by millions.
Under Shaina's leadership, Bask & Lather has achieved 1,400% growth from 2024 to 2025 and scaled into a multiple nine-figure per year business with no outside investors, driven entirely by organic demand, repeat performance, and direct consumer trust. The brand has maintained #1-ranking haircare products on TikTok, become the #1 Black-owned haircare brand on Amazon, and cultivated one of the most engaged digital communities in beauty, with over 2 million active email and SMS subscribers.
Bask & Lather's sustained performance and market leadership have earned recognition on the 2025 Inc. 5000 list of America's Fastest-Growing Private Companies and selection to BeautyMatter’s 2026 FUTURE50 list, which recognizes the brands shaping the future of the global beauty and wellness industry. The brand has also received industry honors including a 2026 Cosmopolitan Holy Grail Beauty Award, and the 2025 Melanin Beauty Awards for Hair Innovation.
In 2026, Shaina was named to Inc. Magazine's Female Founders 500 list, recognizing the nation's most innovative and impactful women entrepreneurs. She was also honored with the Culture Shifter Award at the inaugural Bronner Bros. Beauty Icon Awards for her contributions to the beauty industry and entrepreneurial leadership.
Beyond product innovation, Shaina is a sought-after voice on scalp health, entrepreneurship, and scaling consumer brands without venture capital. Known for building viral consumer goods with longevity, she speaks on the power of trust, operational discipline, and community-driven growth, bringing value to both consumers and founders alike.
She launched Bask & Lather in 2020 after experiencing significant hair loss alongside her younger sister. Drawing from the natural remedies their mother had long used within their family, Shaina applied her clinical training to refine and scale these formulations, transforming a personal solution into a global, results-driven brand trusted by millions.
Under Shaina's leadership, Bask & Lather has achieved 1,400% growth from 2024 to 2025 and scaled into a multiple nine-figure per year business with no outside investors, driven entirely by organic demand, repeat performance, and direct consumer trust. The brand has maintained #1-ranking haircare products on TikTok, become the #1 Black-owned haircare brand on Amazon, and cultivated one of the most engaged digital communities in beauty, with over 2 million active email and SMS subscribers.
Bask & Lather's sustained performance and market leadership have earned recognition on the 2025 Inc. 5000 list of America's Fastest-Growing Private Companies and selection to BeautyMatter’s 2026 FUTURE50 list, which recognizes the brands shaping the future of the global beauty and wellness industry. The brand has also received industry honors including a 2026 Cosmopolitan Holy Grail Beauty Award, and the 2025 Melanin Beauty Awards for Hair Innovation.
In 2026, Shaina was named to Inc. Magazine's Female Founders 500 list, recognizing the nation's most innovative and impactful women entrepreneurs. She was also honored with the Culture Shifter Award at the inaugural Bronner Bros. Beauty Icon Awards for her contributions to the beauty industry and entrepreneurial leadership.
Beyond product innovation, Shaina is a sought-after voice on scalp health, entrepreneurship, and scaling consumer brands without venture capital. Known for building viral consumer goods with longevity, she speaks on the power of trust, operational discipline, and community-driven growth, bringing value to both consumers and founders alike.