After achieving success in the beauty world with his beloved skincare brand Farmacy Beauty, esteemed beauty entrepreneur David C. Chung has now set his sights on haircare with his newest venture, The Rootist.
The haircare brand, which launched exclusively at Sephora earlier this week, bills itself as a breakthrough in biotechnology that treats the roots, scalp, and hair as one connected ecosystem. This is thanks in part to the brand’s proprietary Rootbiomic Ferment, which is brewed for benefits and found in every formula of The Rootist to promote anchored roots, a balanced scalp, and optimal hair wellness.
“The Rootist is bringing innovation with ultra-concentrated hair treatments that eliminate the need for ‘added water,’ thus reducing product and packaging waste. ‘Added water’ is found in most haircare products, yet provides no additional benefits,” said Chung. “The Rootiomic Ferment replaces water in all six formulas to deliver stronger, healthier hair through clinically effective, biological ingredients.”
The Rootist is unique in that it combines the ancient science of fermentation with clinically proven proteins, botanical roots, and nutrient-dense mushrooms that are amplified with megasonic extraction. During this process, the Rootbiomic Ferment increases the bioavailability and penetration of nutrients and creates pre-,post, and parabiotic nutrients to support healthy hair cycles, strengthen the scalp barrier, and increase hair softness and shine.
The haircare brand enters Sephora with six products, so far, including a shampoo, conditioner, dry shampoo powder, balancing serum, strengthening serum spray, and a pre-shampoo scalp clarifying treatment. All of the products from the line are clean, vegan, sulfate and silicone-free, made with responsibly sourced ingredients, tested for biodegradability, and are Leaping Bunny certified cruelty-free.
Speaking on The Rootist’s launch in Sephora, Chung shared, “Sephora was the perfect partner to bring The Rootist to today’s sophisticated, eco-minded consumer. The Rootist prioritizes sustainable, biodegradable, and sulfate and silicone-free ingredients that are good for people and the planet, and come housed in recyclable and reusable packaging—values we know Sephora is closely aligned with.”
Sharing in Chung’s excitement, Jennifer Lucchese, VP of Haircare Merchandising at Sephora, adds, “We are pleased to be the executive launch partner of The Rootist and to continue to bring our clients innovative, effective products that support holistic hair wellness.”
The Rootist is currently available for purchase online at TheRootist.com and Sephora.com and will also be in-store at Sephora in North America beginning February 23rd. For more updates from the brand, be sure to follow @the_rootist on Instagram.
