We’ve always bonded over the shared feeling that our hair was a constant “work in project”. Endless laughs with friends on the topic confirmed that many share the same sentiment—for most, hair ranks high on the list of love/hate relationships. This quest for great hair, along with an obsession with simple beauty, inspired The Root Project.
Our Theory: Rootcare is Haircare, and if you show your roots some love, great hair happens.
Scalp care is too often presented as a ‘solution’ to a ‘problem’ (“do I need that? do I have a problem”?). Or, yet another step to our already complex rituals. Today, it feels like less has never been more needed. The Beautility movement is right on time. Rootcare should be built-in table stakes. It should be simple, sensorial and indulgent. We offer products that are effortlessly efficacious and fearlessly feel-good…and a giant step towards that great hair—soft, shiny, bouncy and healthy.
Ultimately we are rooted in simplicity and integrity, without compromise. We hold our products and ourselves to the highest standards. Our choices are always guided by what is right, what feels good, what is human, and what will bring you, and us, the most happiness. Enjoy!
Lucrecia Jovel & Patrick Harriman
Co-Founders
Lucrecia Jovel
Lucrecia has spent her entire 20+ year career in the beauty industry, in various strategic and leadership roles in Global Marketing and Product Innovation. She has helped build leading brands such as MAC and NARS Cosmetics. She is finally realizing the dream to plant her own roots—alongside the only business partner she could imagine—and bring their shared vision to life. Recently, after two decades in NYC, she’s settled in Huntington Bay, NY, with her husband Chris and their beloved mini Bernedoodle, Cooper.
Patrick Harriman
Patrick’s entrepreneurial fire was ignited while working alongside some of the most renowned names in fashion, beauty and lifestyle advertising. He’s managed global campaigns, creative development, and branding initiatives for global powerhouses across the aforementioned industries. Through these experiences, he’s seen firsthand the transformative power of a compelling brand vision. Patrick splits his time between New York and Los Angeles with his fiancé and their two dogs, Soy—a Samoyed—and Ozzy—a Labradoodle.
