Rooted In Growth Grant Program
Rooted In Growth is a national grant initiative presented by amika in partnership with the Fifteen Percent Pledge, built to back the next generation of professional haircare founders with real capital and real support. 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 amika and Fifteen Percent Pledge’s marketing channels
Why this matters:
Underrepresented founders are shaping the future of beauty — and still getting shut out of the funding that should be theirs. Rooted In Growth exists to close that gap, one brand at a time.
We’re looking for founders who are:
- Currently operate in the hair care space and are sold to or aspire to expand into professional distribution channels (e.g. salon distributors, direct-to-stylist, etc.)
- U.S.-based with annual revenue under $2.5M
- At least 51% owned by underserved founder(s)*
- Ready to share their story and engage in mentorship and brand-building opportunities.
Apply now to be part of Rooted In Growth!
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 2026 through April 2027. 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 20, 2026: In-person kickoff event at amika HQ in New York City
- Spring 2027: Participation in a major industry trade show
Travel and accommodations covered by amika
*Underserved communities refers to those that have, for generations, lacked access to essential services like healthcare, education, housing, or economic opportunities. Fifteen Percent Pledge seeks to support entrepreneurs from backgrounds that have historically been overlooked by traditional funding streams. 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, LGBTQIA+, parents with earned income below the poverty level, first-generation immigrants and women. Founders from any background traditionally overlooked in traditional funding may apply regardless of race.
Eligibility Criteria
- Currently sold to or aspire to expand into professional distribution channels (e.g. salon distributors, direct-to-stylist, etc.)
- U.S.-based with annual revenue under $2.5M
- At least 51% owned by underserved founder(s)
- Operate in the hair care space (tools, wigs, color, extensions, products)
- Currently sell a CPG product
- Create 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 October 20, 2026 for in-person program kick-off and participate in a spring 2027 industry trade show
- Available three times a month virtually for the mentorship program from October-February
- Demonstrate a clear mission of inclusivity and community impact
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 21
Applications Open
Applications Open
August 21
Applications Close
Applications Close
Week of September 21st
Top Ten Finalists Interviewed
Top Ten Finalists Interviewed
October 2026
Recipient Announcements: Four grantees will be selected and announced
Recipient Announcements: Four grantees will be selected and announced
October 2026 - February 2027
Virtual participation in the mentorship program
Virtual participation in the mentorship program
See grant tips and tricks here for what you can expect on the application. 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.