The mission we stand for
At ROOTS, we understand your quest for balance in a busy everyday life. That’s why we’ve embraced a minimalist vision: providing you with essential care products that combine simplicity, effectiveness, and respect for your values.
Our products, inspired by nature, are designed to nurture your scalp while helping you reconnect with yourself. More than just a hair care routine, ROOTS offers a moment of wellness—a return to essentials in perfect harmony with yourself and nature.
ROOTS is your ally in unveiling your natural beauty, while respecting your lifestyle and your desire for authenticity.
Our commitments
“Our nature is rich, offering endless resources.”
Rooted in this belief, ROOTS has chosen high-quality products that are entirely natural and free from controversial ingredients or animal-derived substances.
No endocrine disruptors or petrochemical agents are used in any of our products.
As a responsible company, we place great importance on respecting the environment.
This is why our goal is to move towards “zero impact” on our planet.
We have opted for eco-friendly and recyclable packaging.
Our actions in practice:
● No unnecessary packaging, no overpackaging, and no polluting agents.
● Our bottles are made of recyclable glass and are designed to be reused.
● Our packaging is made entirely from recycled cardboard.
● We are committed to working with the best partners—those who share our vision and values.
● In response to unprecedented climate change, we have decided to take action at our level to support carbon elimination solutions. ROOTS donates 0.5% of your purchases to Stripe Climate to fund start-ups and scientific groups creating solutions for today and tomorrow (e.g., transforming carbon into stone, clean fertilizer, etc.).
Our brand story
ROOTS is a story that began with doubts, challenges, and a deep desire for change. For years, I tried to be someone else, to transform myself to fit external expectations. This included my hair: dyes, straightening, chemical treatments... Everything to hide what was already beautiful, but that I couldn’t see.
Over time, my hair became a reflection of an inner state I didn’t dare face: fragile, dull, brittle. Every damaged strand reminded me of that disconnection from myself. But one day, everything changed. I stopped. I looked at myself for real. And I realized that I needed to get back to the essentials.
It was in this moment of pause that ROOTS began to emerge, first as an idea, a need. The need to reconnect with my roots, not only those of my hair, but those of who I am. I started to turn to nature, drawing inspiration from its simplicity, its power. It taught me one essential thing: everything we seek, it already offers us, in its purest form.
ROOTS is not a brand born to sell products. It’s a philosophy of life. A return to oneself, to what truly matters. It’s hours spent experimenting, understanding, listening—not only to my hair, but also to what my body and heart were trying to tell me.
Today, ROOTS is here to share this journey with those who recognize themselves in this quest. For everyone who wants to leave behind the artificial and discover their true beauty—the one that isn’t made, but revealed. ROOTS is a tribute to nature, authenticity, and the strength that lies within each of us.
Returning to your roots is more than just a gesture for your hair. It’s an invitation to reconnect with yourself.
Roots is my story, but it’s also yours. It’s the story of those who, despite challenges, choose to grow, to be reborn, and to shine—from their roots.
Sabrine Ieroianni, Founder of ROOTS