Shaina Rainford has reached a milestone that many entrepreneurs only dream about. Her family-owned haircare company, Bask & Lather, is now available in 1,900 Walmart stores across 48 states, all without raising money from investors.
The Bronx native has built the company into a multiple nine-figure business while keeping full ownership. Even more impressive, Bask & Lather has remained family-operated throughout its rapid growth.
Rainford’s success comes after years of building her brand through social media and direct customer relationships. Today, her journey is inspiring a new generation of Black women entrepreneurs to think differently about business growth.
Bask & Lather Reaches 1,900 Walmart Stores Across 48 States
Bask & Lather has officially entered one of the country’s largest retail chains. As of August 2026, customers can find the brand in 1,900 Walmart locations across 48 states.
The retail expansion marks another major step for the company. It follows years of strong online sales that helped the brand grow into a nine-figure business before entering major retail stores.
Rainford has achieved this growth while avoiding outside investors. Instead, she relied on careful planning, social media marketing, and direct relationships with customers to build the company.
Shaina Rainford Built Bask & Lather From a Family Hair Growth Remedy
The company’s story began with a personal family experience. Rainford’s younger sister, Aaliyah, suffered severe hair loss after a scalp infection. Their mother created a homemade hair growth recipe that successfully restored her hair.
Years later, Rainford experienced hair loss after contracting COVID-19 in 2020. She used the same family formula and saw similar results. That experience inspired her to share the product with others facing the same struggle.
Rainford, who worked as a nurse practitioner, began posting before-and-after photos on Instagram. Customer demand quickly grew, leading her family to package and sell the oils before officially launching Bask & Lather in December 2020.
Family Values Continue to Drive Bask & Lather’s Success
Although the company has grown rapidly, Rainford has kept it rooted in family. During the early days, relatives and friends packed thousands of customer orders every week from her living room.
Today, family members still play important roles in the business. Her son leads growth initiatives, her stepfather manages one of the company’s warehouses, and her mother continues supporting operations.
Rainford credits that close support system for helping Bask & Lather expand while maintaining its values and customer focus.
Why Shaina Rainford Chose Growth Without Investors
Many fast-growing companies depend on venture capital. Rainford deliberately chose another path. She wanted complete control over her company’s direction and product quality.
She explained that staying investor-free allows her to make decisions quickly. It also means she never has to sacrifice ingredients or quality to satisfy outside shareholders.
“I own 100% equity of the company. It’s mine and I have no one to answer to,” Rainford said.
Rainford also believes entrepreneurs should understand every part of their business before seeking outside funding. She handled marketing, finances, inventory, and operations herself while keeping the team lean.
Hair and Scalp Care Remain at the Center of the Brand
Bask & Lather has expanded beyond its original growth oil. The company now offers shampoos, conditioners, styling products, and a new Scalp Therapy System.
Rainford believes healthy hair starts with a healthy scalp. She says many people mistakenly separate scalp care from hair care.
“Scalp care and hair care are not separate. They are different parts of your hair care journey,” she explained.
Her newest scalp-focused collection was inspired by her son’s experience with seborrheic dermatitis and research showing that many Black women experience scalp issues.
Shaina Rainford’s Entrepreneurial Journey Inspires Black Women in Business
Rainford’s story shows how personal challenges can lead to lasting opportunities. What started as a family remedy has grown into one of the fastest-rising Black-owned haircare brands in the country.
She hopes other entrepreneurs will build businesses that match their own goals instead of copying others. Her success proves there is more than one path to building a thriving company.
With nationwide Walmart shelves now carrying Bask & Lather products, Rainford continues to expand her brand while staying true to the family values that launched it.
