Shaina Rainford created a scalp oil to help her sister regrow hair lost to a misdiagnosed condition. That formula became the foundation of Bask & Lather, a fully bootstrapped business that turned into a TikTok phenomenon after an unexpected viral moment. Bask & Lather has quickly become one of the top sellers on TikTok, with millions of organic views, and a projected revenue of $100 million in the next year. This session breaks down the strategy behind this explosive growth: turning organic content into a sales engine, running live selling for hours a day, working with thousands of creators a month, and protecting margins on a platform that makes profitability hard to get right.