Bask & Lather’s story began when Shaina Rainford’s mother developed haircare remedies to help Shaina’s sister after she experienced hair loss following a misdiagnosed condition. Years later, when Shaina experienced hair loss after COVID-19, her mother made those same two oils, the Hair Elixir and Scalp Stimulator, for her. Seeing her hair grow back thicker and healthier inspired Shaina to share the products with the world. This session explores how she built Bask & Lather into a thriving, bootstrapped haircare brand through authentic storytelling, community building, digital marketing and strategic growth.