Welcome to Root
Always Vegan • Gluten Free • Cruelty Free • Paraben Free & Made in the USA
ORGANIC BEAUTY + LIFESTYLE
Honest prices for truly nontoxic, natural & organic products.
Root launched in October 2013, founded on the belief that what you put on your face should be natural, safe & enhance your beauty at a price anyone can afford. What started as a makeup brand turned into a company creating hundreds of different organic personal care & nontoxic home products. Root is your one stop shop for all nontoxic products for yourself & your family (even your fur babies).
Based in Waverly, Iowa, all of our products are filled with natural & safe ingredients for all skin types as well as vegan & gluten free. We do not use any harsh toxins, artificial fragrances or dyes in any of our products.
Affordability has been a core value from day one. You will notice our prices are typically half (if not more) than our competitors. We dare you to compare our ingredients as you'll find ours brimming with more organic & safe ingredients. We sell directly to our customers to keep our prices low, as well as handcraft our products ourselves to maintain firsthand quality & the fairest price for our customers.
We do not offer discounts on our products often & will announce our yearly sales calendar the start of each year (15% off is the highest discount you will ever see). We do offer rewards & samples with every purchase.
Welcome to the Root Community! We are always here to help in any way, text us anytime at 877-773-8890.
When you shop with us you don't just become another number in our customer list, you become part of our community. This means we are here to assist you every step of the way. The community of fellow Root customers are so friendly & helpful too. You can join our private community in our Facebook Group: The Root Pretty Club.
meet our founder
Krista Dolash
What started as a hobby out of Krista's kitchen has grown into a full line of natural makeup, skincare, haircare, body care & even nontoxic cleaning products with one retail location in Waverly, Iowa.
"I believe 110% that the makeup you wear to achieve professional results does not have to be full of harmful chemicals & cost you a fortune. Why sacrifice your health for beauty when you don't have to?"
— KRISTA DOLASH, Owner & Founder
AFFORDABLE, HIGH QUALITY, PROFESSIONAL BEAUTY PRODUCTS
We believe natural products don't have to be boring or less effective to be safe. We offer a huge variety of colors & products, all boasting professional quality.
CUSTOMER HAPPINESS IS OUR #1 PRIORITY
Every person who purchases from Root means the world to us. We work hard to be unlike any other company you purchase from. We value each individual so much, & we want you to be beyond happy with your experience. With this in mind, please reach out if you don't love something, have questions, need suggestions... you name it, we want to hear from you!
ONLY THE BEST SKIN LOVING INGREDIENTS
We fill our products with only the best nontoxic & ethically sourced natural & organic ingredients. No parabens, gluten free, sulfate free, no animal derived ingredients including beeswax, lanolin, carmine, etc., no artificial fragrances or dyes, no synthetic flavors, no nano particles & no fillers. Root is proudly cruelty free in all aspects. We only test our awesome products on ourselves, not our animal friends. Interested in learning more? Check out our Never Used Ingredients Glossary.
DESIGNED FOR ALL SKIN TYPES, INCLUDING THE MOST SENSITIVE
Root products are made especially for sensitive skin but perform to the quality of professional products. We use only the best certified organic & natural ingredients & none of the commonly used fillers. By removing harsh fillers, Root products are made with JUST the amazing ingredients you want.
SUSTAINABLE PRACTICES + ECO EFFORTS
Creating less waste is important. That's why we do everything we can to reduce our environmental footprint. It is our mission to be as mindful as possible with our packaging. We make every effort to reduce, reuse & recycle everything at Root. We are working hard to offer refill & bulk options for a majority of our products. With your effort, we can produce zero waste!
MORE ABOUT OUR ECO MISSION
PROUDLY MADE & LOCATED IN THE USA
Root is a proud USA based company. All of our products are made in the USA, including our Handmade Vegan Makeup Brushes! Our suppliers are based in the USA, & the majority of our packaging & supplies are made right here in the USA, too. Root is also an independent company.
DEDICATED TO GIVING BACK
We are passionate about spreading Root love & happiness. That is why we proudly donate 1% of sales to several hand-picked charities each year, in hopes of reaching even more individuals in need. Know a great charity? Nominate them here. We owe our ability to give back to our customers, so from the bottom of our hearts, thank you!
Meet Our Hand-Picked Charities