Applications are now open for the fourth year of amika's "Rooted in Growth" grant program, which supports underrepresented professional hair-care founders with funding, mentorship, and business resources.
Presented in partnership with the nonprofit Fifteen Percent Pledge, the national program is accepting applications through Aug. 21. Four recipients will be announced in October.
Eligible applicants must be U.S.-based hair-care founders with annual revenue under $2.5 million. Businesses must be at least 51% owned by underserved founder(s) and either currently operate in, or plan to expand into, the professional hair-care channel.
“As we enter the program's fourth year, we're proud to continue investing in founders whose innovation and diverse perspectives will strengthen the professional beauty industry for years to come,” says Gianne Doherty, the brand’s director of diversity, equity, inclusion, and social impact.
Selected entrepreneurs receive a $50K unrestricted grant, founder mentorship, networking opportunities with industry leaders, brand visibility, and travel to amika's New York City headquarters for a program kickoff and a major industry trade show.
Underserved founders include those from any background historically overlooked in traditional funding.
Applicants are chosen based on:
- Strength of the founder’s story, mission, and purpose;
- Business viability and opportunity for growth;
- Clear demonstration of community impact and inclusive values; and
- Readiness for brand amplification and storytelling.
Since its launch in 2023, the program has awarded at least $500K in grant funding to 12 emerging founders. Last year's recipients included MoKnowsHair, SQUIGS, The Frontal Queen, and Young King Hair Care.
"At amika, we believe the future of professional haircare depends on creating more opportunities for the founders shaping what's next," Doherty says.
“Through Rooted in Growth, we're committed to helping break down barriers by providing emerging entrepreneurs with not only funding but also the mentorship, connections, and industry access needed to build sustainable businesses.”
The grant program builds on amika's continued relationship with salon professionals through its ambassador program, Stylist Circle, which includes hairstylists from behind the chair, education, editorial, and cultural spaces sharing their perspectives on the industry.
"We've believed the best brands are built alongside the people who use them every day," says amika CEO and co-founding member Chelsea Riggs. "Our professional community has never been just a distribution channel; they've been our partners, our educators, and one of our greatest sources of inspiration.”
For more information about the "Rooted in Growth" grant program or to apply, visit the Fifteen Percent Pledge website.