Rooted In Growth, amika’s national startup grant program, was built to break down barriers for emerging founders in professional haircare — offering funding, mentorship, and industry access to help grow the next generation of beauty businesses. Since launching four years ago, the program has connected emerging founders with the funding, mentorship, and community needed to accelerate their businesses.
Now, amika has partnered with Fifteen Percent Pledge — a nonprofit advocating for major retailers to commit at least 15% of their shelf space to Black-owned businesses founded by Aurora James — to create meaningful opportunities for entrepreneurs who’ve historically faced barriers to growth.
Who Can Apply
Eligible applicants are U.S.-based haircare founders with annual revenue under $2.5 million, whose businesses are at least 51% owned by underserved founder(s), and who are currently operating in — or looking to expand into — the professional haircare channel.
What Recipients Get
This year’s four grant recipients will receive $50,000 in flexible grant funding, a founder-focused mentorship program with strategic business guidance, networking opportunities with industry leaders, and brand visibility across amika and Fifteen Percent Pledge channels. Recipients will also take part in an in-person kickoff at amika’s New York City headquarters and a major industry trade show, with travel accommodations covered by amika.
How to Apply
Applications close August 21st, with the four grant recipients announced in October ahead of the mentorship program’s start. This year’s program officially kicks off on Wednesday, October 21st, when the newest cohort of grant recipients gathers to begin the program.
Head to 15percentpledge.org for more information on the Rooted in Growth applications and requirements!
