amika Rooted in Growth x 15 Percent Pledge Grant: $50,000 for Underrepresented Haircare Founders

Capital access remains one of the biggest hurdles for underrepresented entrepreneurs, and the gap is especially wide in beauty. Black women entrepreneurs and other founders from underserved communities routinely raise a fraction of the venture funding their peers do. Corporate grant programs like this one exist to help close that gap.

This guide covers everything you need to know about the amika Haircare grants for black women:

• What Is the amika Rooted in Growth x 15 Percent Pledge Grant?
• About amika and the 15 Percent Pledge
• Why This Grant Matters for Underrepresented Beauty Founders
• Grant Benefits
• Who Can Apply?
• Eligible Business Categories
• How to Apply
• Why Work With a Professional Grant Writer?
• Documents Required
• Application Timeline
• Selection Criteria
• Tips to Improve Your Chances
• Common Mistakes to Avoid
• Other Grants for Black Women and Minority-Owned Businesses
• Frequently Asked Questions

Rooted in Growth is a national grant program presented by amika, a professional haircare brand, in partnership with the 15 Percent Pledge, a racial equity and economic justice nonprofit. Now in its fourth year, the program was built to give underrepresented professional haircare founders real capital paired with real support, not just a check, but mentorship and industry access too.

Four businesses are selected each cycle to receive $50,000 in flexible grant funding, founder mentorship, and brand visibility across amika’s and the 15 Percent Pledge’s marketing channels.

amika is a salon-grown haircare brand that has run community and equity programs for several years, including stylist scholarships. The 15 Percent Pledge is the nonprofit partner behind this grant, its mission calls on major retailers and corporations to commit at least 15% of shelf space, sales revenue, and annual spend to Black-owned businesses, reflecting the roughly 15% Black population share in the U.S.

Together, they use this partnership to fund inclusive entrepreneurship in beauty, with this program’s focus specifically on professional haircare. The 15 Percent Pledge has directed more than $1 million in grants to underserved entrepreneurs since 2020.

Diversity in the beauty industry has improved, but capital access hasn’t caught up. Black-owned beauty businesses and other minority-owned businesses are frequently underfunded relative to demand, even in categories, like haircare, where they lead product innovation.

Programs like this combine three things founders rarely get together: 

• Unrestricted Capital
• Structured Mentorship
• Industry Visibility

Supporting business growth in a way a single check can’t.

Selected founders receive more than a one-time payout:

• $50,000 in flexible grant funding, disbursed in two payments
• Founder-focused mentorship running several months, with strategic business guidance
• Networking opportunities with industry leaders and past cohort founders
• Brand visibility across amika and 15 Percent Pledge marketing channels
• An in-person kickoff event at amika's New York City headquarters, with travel covered
• Participation in a major industry trade show, also with travel covered

This mix of funding, mentorship, and founder support is designed to accelerate business scaling beyond what capital alone could do.

This is the part most secondary sources get wrong, so it’s worth being precise. According to the official Terms & Conditions, eligible applicants must:

• Be U.S.-based with annual revenue under $2.5 million
• Operate in the hair care category, such as: products, tools, wigs, extensions, or color
• Currently sell a CPG (consumer packaged good) product
• Sell to, or have a credible plan to expand into, professional distribution channels (salon distributors, direct-to-stylist, etc.)
• Be at least 51% owned by one or more founders from an underserved background

The term “underserved” refers to individuals or groups who have historically faced limited access to opportunities or resources. This includes, but is not limited to, is defined broadly, Black/African American, AAPI, Hispanic/Latino/Latina/Latinx, and LGBTQIA+ founders, first-generation immigrants, women, and people with earned income below the poverty level. 

The program’s own rules state that founders from any historically overlooked background may apply regardless of race. Black women business owners are a core part of the intended audience, but not the only founders who qualify.

Unlike some beauty industry grants that accept skincare, cosmetics, or fragrance brands broadly, this program is scoped specifically to hair care. Eligible categories include:

• Haircare products (shampoo, conditioner, styling products)
• Hair tools and devices
• Wigs and extensions
• Hair color
• Emerging and independent haircare brands expanding into professional/salon channels

If your business is a skincare business, cosmetics business, or another beauty category outside hair care, this particular grant isn’t the right fit, see the alternatives table below.

Follow this step-by-step process to submit a competitive small business grant application:

Carefully review the program’s eligibility criteria, including the annual revenue cap and the requirement to have products distributed through a professional retail or wholesale channel. Grant research services can help you verify eligibility requirements and stay informed about program updates before you apply.

Create or update your profile in the Business Equity Community (BEC) on the 15 Percent Pledge platform before starting your application.

Collect all required documents, including financial records and any other supporting materials, before completing the application form.

Answer the written application questions about your founder background, business milestones, growth strategy, and how you plan to use the grant funds. Grant writing services can help you organize your responses and communicate your business story clearly.

Upload your Profit & Loss (P&L) statement and any additional financial documents required as part of the application.

Review your application for accuracy and submit it before the published deadline. Grant submission support can help ensure your application is complete and handle the final application submission.

Applying for a business grant takes more than filling out an application. A professional grant writing company helps you present your business in a way that aligns with what funders are looking for while ensuring every part of your submission is accurate, complete, and compelling.

A grant writing company can help by:

• Identifying the right opportunities: Matching your business with grants that fit your industry, stage, location, and eligibility.
• Developing a compelling application: Turning your business goals, achievements, and impact into clear, persuasive responses that resonate with reviewers.
• Organizing supporting documents: Ensuring financial statements, business plans, budgets, and other required materials are complete and professionally presented.
• Meeting program requirements: Reviewing applications for compliance with eligibility rules, formatting guidelines, and submission requirements.
• Strengthening your competitive edge: Refining your messaging, highlighting measurable outcomes, and positioning your business to stand out among other applicants.
• Managing the application process: Keeping track of deadlines, revisions, and submission requirements so nothing is overlooked.

Working with a professional grant writing company can improve the quality of your application, reduce common errors, and give you greater confidence that you’ve submitted your strongest possible proposal.

• Business registration / proof of legal U.S. operation
• Two years of Profit & Loss statements (a template is provided on the application)
• Revenue figures for the past two years plus a current-year projection
• Founder background and business description
• Growth strategy and fund-allocation plan
• Details on any prior outside funding received

Documentation requirements can change year to year, so confirm exactly what’s needed on the current application before you start gathering files.

Applications are reviewed by a joint committee from amika and the 15 Percent Pledge. Evaluation factors include:

• Strength of the founder's story, mission, and purpose
• Business viability and growth opportunity
• Demonstrated community impact and inclusive values
• Readiness for brand amplification and storytelling

No formal point-based scoring system has been published, treat any “guaranteed formula” you see elsewhere with skepticism.

• Lead with a clear founder story
• Show traction with real numbers
• Be specific about fund allocation
• Demonstrate professional-channel readiness
• Get a second set of eyes on your narrative and financials

• Submitting an incomplete application or missing the P&L upload
• Vague, generic answers that could apply to any business
• No clear connection to professional/salon distribution
• Weak or missing growth metrics
• Waiting until the deadline to start gathering documents

To improve the quality of your application and avoid other common pitfalls, read our guide on Top 10 Grant Writing Mistakes. 

If your business isn’t in haircare, or you want a backup plan, these are worth researching:

Funding amounts change annually, so always verify the latest details on each program’s official website. If you’re looking to explore additional funding opportunities, see our guide on Grants Available in the US.

The amika Rooted in Growth grant is a genuinely strong opportunity for underrepresented professional haircare founders, including $50,000 in funding, real mentorship, and industry visibility, awarded to just four businesses a year. It’s not a general beauty business grant, and it’s not limited to any single founder group, but Black women entrepreneurs in haircare are squarely within its intended audience.

If you qualify, preparation matters more than luck. Gather your financials early, tell a specific story, and connect your growth plan to the professional distribution focus reviewers are looking for. If haircare isn’t your category, the comparison table above offers a starting point for other business grants for Black women and minority-owned businesses.

Note: This guide is for informational purposes only. Grant details, eligibility requirements, deadlines, and funding availability may change at any time. Always verify the most current program information through official sources before making any business or funding decisions.

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Grant Research Analyst

Sarah T. is a Grant Research Analyst with more than 18 years of experience researching grant programs and funding opportunities for small businesses, nonprofits, startups, and entrepreneurs. She specializes in reviewing eligibility requirements, analyzing funding guidelines, and monitoring updates to government, corporate, and foundation grant programs. Her work focuses on producing accurate, well-researched funding resources by verifying information against official grant announcements, program guidelines, and funding agency documentation. Through her research, she helps readers understand grant eligibility, application requirements, deadlines, and program criteria with clear, reliable, and up-to-date information.

Reviewed By-Emily Carter