Our latest Beauty Boss is David C. Chung, Founder and CEO of The Rootist—a haircare brand for the roots, scalp, and hair that harnesses the ancient power of fermentation in its Rootbiomic Ferment™—a proprietary multivitamin superfood. Through the process of fermentation, nutrients become more bioavailable and are able to penetrate more effectively for healthier hair. The fermented brew of pre-, post-, and para-biotic nutrients features eight clinically effective botanicals and root-based ingredients to help healthy hair take root, strengthen the scalp barrier, and increase hair softness and shine.

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A longtime entrepreneur and veteran of the beauty industry, Chung previously owned several high-end luxury skincare and cosmetics stores, and is also the founder of popular clean skincare brand Farmacy Beauty, which is known for its focus on farm-sourced, quality ingredients powered by potent actives. Chung has been featured in top publications including Forbes and Women’s Wear Daily, and continues to be an industry leader and innovator.

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We chatted with Chung who shared the inspiration behind the brand, secrets for success, best advice, and much more.

When was The Rootist founded and what does the name mean?

The Rootist launched January 9, 2024 in Sephora with the brand in over 600 stores and online at Sephora.com in the United States and Canada, and it's exclusive to Sephora North America. We believe healthy hair starts at the root. The Rootist is a hair care wellness authority for the roots plus scalp plus hair.

What inspired the creation of the brand?

I've always wanted to be in hair care as an entrepreneur. I wanted to create very innovative products. And I  was thinking about microbiome and hair fermentation technology– that's unique! And as you know, the majority of shampoos and conditioners on the market today contain anywhere between 70 to 90% water, which is a lot! That's why so many shampoos and conditioners are huge. It ends up being a substantial amount of plastic bottles traveling across the country and around the world, and it's not really a sustainable way of doing business.

My wonderful team of chemists, biologists, and hair experts at The Rootist were challenged to make hair care that works, but also taps into sustainability. What we discovered was that through fermentation, the absorption of the nutrient-dense active ingredients is substantially improved. So we replaced the water in all our formulas with our proprietary ferment, rooted in biotechnology. Our ferment is far superior to water alone.

Does The Rootist have a hero product?

Our BioBrew, a fermented super strengthening serum. I just spray on damp hair and it supports less break-age, with clinically-proven three times stronger hair in just one use. It also controls frizz, and protects hair from heat and heat styling tools.

What are your favorite products from your brand?

My favorite product is the Strengthening Concentrated Shampoo. You really only need to use a small portion— half of your usual amount. Because it’s a concentrated formula it's great for travel as it’s a convenient size. I’ve been using it since we launched and I truly see the difference in my hair. I cannot explain in words, but you really need to try this strengthening, concentrated shampoo product that really, really works.

Where are your products sold?

The Rootist is available exclusively in stores at Sephora, online at Sephora.com, and on our website.

Future plans for the brand?

We have a few exciting initiatives in the pipeline for the future, and we’re looking forward to expanding our reach and future distribution internationally and globally.

Secret to success?

I’ve always said the secret to success is reputation, reputation, and reputation. With The Rootist, it’s about the quality we deliver. We are proud to and dedicated to creating products actually work, and are backed by science. We are wholly committed to delivering the best for our customers.

Wellness tips?

Health is the most important thing in our lives. Without health, you have nothing. My tip is to support a healthy lifestyle with daily physical and mental exercise. Our brains need to be exercised just as much as our bodies do. I believe it’s essential to look at our health holistically, in order to fully achieve a state of wellness.

Favorite way to relax?

That is an interesting question. To be honest, thinking creatively and pondering potential new innovations really calms me. I’m often most relaxed when sitting and thinking of new ideas, which could be anything! I feel very centered in my own mind when I’m thinking creatively. I suppose it’s a kind of daydreaming.

For more information about The Rootist, visit their website and follow on Instagram: @the_rootist

[Images courtesy of The Rootist]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk