After experiencing hair loss following COVID, former nurse practitioner Shaina Rainford returned to the oils her mother had developed years earlier. In December 2020, she turned that family formula into a business.
Account size
727 thousand followers
Likes
14.4 million likes
Impact
In 2023, Shaina’s son took over the company’s TikTok account—and the business quickly found a new audience.
“He would post a video and wake up the next day to more than a million views.”
For Bask & Lather Co., TikTok created a way to reach customers without the advertising budgets of established beauty brands. Sales quadrupled between 2024 and 2025, and the company now employs nearly 50 people, including a dedicated customer-service team supporting TikTok Shop seven days a week.