meet our 2025-2026 Rooted in Growth cohort winners!
we are officially in our third year of the Rooted in Growth Startup Grant program, and we can say with confidence that the excitement of announcing our newest cohort never wears off. for those of you who aren’t familiar, Rooted in Growth is an initiative we launched in 2023 to help champion and invest in the next generation of beauty industry founders via capital, mentorship, and community.
in this article:
over the next four months, founders from our cohort will receive one-on-one mentorship sessions with amika leaders, take part in group learning workshops, and gain invaluable insights through our Conversations with a CEO series, where beauty industry trailblazers share unfiltered advice about building impactful, enduring brands. additionally, each of the brands selected to be a part of the program will receive a $50,000 grant to fuel their growth and make their mark on the ever-changing beauty landscape. please join us in celebrating the founders behind these brands, and let’s get to know a little bit more about them and their missions.
meet the grantees
Mo Knows Hair
founder: Monica Stevens
what it is: a salon and educational resource for textured and curly hair types, with a focus on simple, science-based haircare. her collection of haircare products is based on the belief that beautiful, lasting styles come after you’ve established a solid foundation for hair to flourish. the goal of her cleansers, treatments, and stylers is to help create that foundation.
"I am humbled to be chosen for this opportunity to learn and grow my business. This grant is going to allow me to offer stylists resources for healthy, textured hair care that will elevate their salons and clientele." - Monica Stevens
follow their journey: @moknowshair
Young King Hair Care
founders: Stefan & Cora Miller
what it is: Young King Hair Care creates plant-based, natural grooming products intentionally crafted for multicultural boys, teens, and young adults to cater to their unique hair and skin needs.
“This grant from amika represents more than financial support, it’s an investment in representation, empowerment, and opportunity. It allows us to expand into a key channel for growth while continuing to create space for young Black boys, teens, and young adults to see themselves reflected and celebrated through products made just for them.” - Stefan & Cora Miller
follow their journey: @youngkinghaircare
SQUIGS
founder: Nikita Charuza
what it is: inspired by traditional Indian hair oiling and the DIY products that were a big part of Nikita’s childhood, SQUIGS is an Ayurvedic brand that creates effective, over-the-counter hair formulations that are fun and enjoyable to use.
“I'm beyond honored that SQUIGS was chosen to be a Rooted in Growth recipient! As a proud, bootstrapped South Asian owned and inspired brand, our mission of Happy Headcare was created to make Ayurveda feel fun and approachable to all.” - Nikita Charuza
follow their journey: @squigsbeauty
The Frontal Queen
founder: Adey Olaoluwa
what it is: The Frontal Queen creates fun and effective haircare products for natural and textured hair, high quality wigs (made from 100% human hair), and on-the-go kits that give customers control over when and where they want to apply a wig.
“I’m beyond honored to be selected as one of the Rooted in Growth recipients. I've always believed in the power of creativity, culture, and community, and this grant is such a powerful affirmation of that. We can’t wait to grow with the support of amika.” - Adey Olaoluwa
follow their journey: @thefrontalqueen
