Shaina Rainford: CEO, Mother, and the Woman Behind the Viral Haircare Brand

Shaina Rainford is the CEO of the viral multi-million dollar brand Bask & Lather. Several years ago, Shaina’s younger sister lost all of her hair to a rampant ringworm infection, and medical professionals painted a bleak picture of her hair ever regrowing. This left their mother in a desperate state and soon Shaina used her training as a Nurse Practitioner to help perfect what is now the company’s #1 best seller and a viral sensation, the Scalp Stimulator.

Today Shaina is running a prosperous 8-figure company and juggles multiple roles as a mother, real estate investor, and CEO.

We had the amazing opportunity of sitting down with CEO Shaina Rainford to discuss entrepreneurship, self-care, and the future of Bask & Lather.

Outside of business, who is Shaina Rainford?
I am a former Nurse Practitioner. Outside of business, I am a mother of 2, a fiancée, and a real estate investor.

When did you realize you had a passion outside of the typical 9 to 5 workforce?
I realized that I had a passion for entrepreneurship after I went under the management of a new supervisor, who made it difficult for me to continue to enjoy coming to work each day. I absolutely loved my career in nursing until I had to deal with a micromanaging supervisor.

Your start for your company Bask & Lather is personal, can you tell us a little more about your backstory?
A few years ago my younger sister lost ALL of her hair to a ringworm that spread across her scalp and was misdiagnosed as dandruff. The dermatologist told our mother that her hair may never grow back after months of having a smooth, shiny scalp. Out of desperation, our mother took things into her own hands and created a scalp oil to stimulate growth which is now our #1 best-selling product and a viral sensation.

When exactly did you realize that you had a product that the world needed?
In 2020, I was working as an office-based Nurse Practitioner. When COVID struck, I was deployed to work at our local hospital. I acquired COVID and became very ill—-to the point where I ended up in an ambulance on a non-rebreather mask. I eventually recovered. However, a short while later my hair began to shed in clumps and the texture changed. I was heartbroken, devastated, and embarrassed. Even after having survived a deadly disease, I was so hurt about my hair. At this time, nobody knew that “COVID hair” was a thing. I began to use our “Scalp Stimulator” and “Hair Elixir” (they didn’t have names then) concoctions very consistently and my hair reverted back to normal. It stopped shedding and thickened and the texture returned to normal. It was at this time that I knew that we had to share these products with the world. Not only did these products restore my sister’s hair, but they revived mine too.

Take us from concept to execution, what was the creative process like?
I don’t consider myself to be creative. I am simply passionate about helping women grow and keep hair that they love and that passion resonates throughout my brand, products, and operations.

You are now an 8-figure company and I am sure this road has not been easy. Can you share some of the highs and lows of running a successful brand?
Entrepreneurship is a daily struggle! But I would not have it any other way. Thankfully, my brand hit the ground running and has continued to rise. However, I have lost friends in the process, made many sacrifices, and have had sleepless nights. When I first started, I hired a bunch of family and friends to help with order fulfillment, etc., and let’s just say- people say not to hire friends (and sometimes family too) for good reason. Despite having grown a team, I still have to put in long hours many days to ensure that the company continues to thrive. Nevertheless, I am so proud of all that my brand has accomplished in just two short years and because I am so passionate about what my brand does for our customers, I don’t mind putting in the work.

What advice do you have for product-based entrepreneurs?
Don’t sell products! Sell the value proposition. Make sure that what you have to offer is beneficial to the customer

What is next for you and The Bask & Lather brand?
We are currently focused on expanding our reach digitally and considering independent retail distribution. We want any woman or man worldwide who is in need of our products to have access to them.

What is your definition of a Pretty Woman Who Hustles?
A Pretty Woman Who Hustles is a woman who radiates beauty and strength from the inside out while chasing her dreams.

Connect with Bask & Lather online at Bask&

Jakia Cheatham - Myles

CEO/Founder of Pretty Women Hustle Magazine

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