Rooted In Growth Grant Program
Introducing Rooted In Growth, a national grant initiative presented by amika in partnership with the Fifteen Percent Pledge, created to nurture and fund the next generation of professional hair care founders. This program offers a powerful mix of capital, brand visibility, and strategic support to help emerging leaders in beauty grow on their own terms.
Four hair care businesses will be selected to receive:
- $50,000 in flexible grant funding
- Access to founder-focused mentorship program, including strategic support
- Networking opportunities with industry leaders
- Brand visibility across Fifteen Percent Pledge’s marketing channels
Despite driving innovation and shaping beauty culture, underrepresented founders continue to be underserved by traditional funding channels. Rooted In Growth, presented by amika, aims to change that by investing in brands that are breaking barriers and serving community needs.
We’re looking for founders who are:
- Building bold, product-based hair care businesses in the U.S.
- Currently sold to or aspire to expand into professional distribution channels (e.g. salon distributors, direct-to-stylist, etc.)
- Generating under $2 million in annual revenue
- At least 51% owned by underrepresented founders*
- Creating products that reflect inclusive values and consumer needs
- Ready to share their story and engage in mentorship and brand-building opportunities
- Able to travel to NYC in October 2025 for in-person program kick-off and participate in a spring 2026 industry trade show
Apply now to be part of Rooted In Growth!
*Fifteen Percent Pledge seeks to support entrepreneurs from backgrounds that have historically been overlooked by venture capital funding. To be eligible to apply, a team must have at least one founding member from such a background, including, but not limited to, backgrounds such as Black/African/African American, AAPI, Hispanic/Latino/Latina/Latinx, Indigenous, LGBTQIA+, parents with earned income below the poverty level, first-generation immigrants and women. Founders from any background traditionally overlooked in venture capital funding may apply regardless of race.
*IMPORTANT: Acceptance of the Rooted In Growth Grant is also a commitment to fully participate in amika’s Rooted In Growth mentorship and networking program, which will run from October 2025 through April 2026. This curated program is designed to equip founders with strategic tools, mentorship, and industry exposure through a series of engagements.
Key Program Moments Include:
- October 2025: In-person kickoff event at amika HQ in New York City
- Spring 2026: Participation in a major industry trade show
Travel and accommodations covered by amika
Eligibility Criteria
- Business must be U.S.-based and generate under $2 million in annual revenue
- Business must have 51% or more ownership by an underrepresented founder or founding team*
- Business must operate in the hair care category (products, tools, wigs, extensions, color, etc.)
- Business must sell a CPG [consumer packaged good] product
- Business must currently sell to or aspire to expand into professional distribution channels (e.g. salon distributors, direct-to-stylist, etc.)
- Business must submit a complete application including and up to date profit and loss statement
- Founder(s) must be able to travel to NYC in October 2025 for in-person program kick-off and participate in a spring 2026 industry trade show
- Founder(s) must be willing to participate in monthly virtual mentorship sessions from October 2025 - April 2026
Selection Criteria
- Applications will be evaluated based on:
- Strength of the founder’s story, mission, and purpose
- Business viability and opportunity for growth
- Clear demonstration of community impact and inclusive values
- Readiness for brand amplification and storytelling
Process and Timeline
Applications will be reviewed by a joint committee composed of members from the Fifteen Percent Pledge and amika. Finalists will be selected based on eligibility, alignment, and overall impact potential.
July 22
Applications Open
Applications Open
August 22
Applications Close
Applications Close
Week of September 30th
Top Ten Finalists Interviewed
Top Ten Finalists Interviewed
October 2025
Recipient Announcements: Four grantees will be selected and announced
Recipient Announcements: Four grantees will be selected and announced
October 2025 - April 2026
Virtual participation in the mentorship program
Virtual participation in the mentorship program
Have additional questions? Email brands@15pp.org
About the Fifteen Percent Pledge
The Fifteen Percent Pledge is a racial equity and economic justice non-profit organization addressing the inequities that exist throughout the American consumer economy and working towards closing the racial wealth gap. In recognition that Black people in the U.S. compromise nearly 15% of the population, the Fifteen Percent Pledge calls on major retailers and corporations to commit a minimum of 15% of their shelf space, sales revenue, and annual spend to support Black-owned businesses. In 2022, the Pledge was the recipient of Fast Company's Most Innovative Company of the Year Award.
For more than four years, Fifteen Percent Pledge has been working alongside major corporations to re-evaluate their organizational structures, funding streams, and supply chains, in order to create new economic opportunities and greater equity for Black businesses.
To date, more than 30 corporate partners have helped us create the potential to shift $14B to Black businesses. Despite this progress, there is still so much work to do to ensure an inclusive economy and an equitable future for Black entrepreneurs.
Donations
Are you are a founder, venture capitalist, corporate employee, or other leader who wants to invest or contribute to funding a grant for a Black business owner?
Individuals can also donate here to support the Pledge's general operations and long-term organizational growth.