The Rootist

Alder New York is a Brooklyn-based personal-care brand founded by Nina Zilka and David Krause. The brand develops gender-inclusive, vegan skincare and haircare products rooted in clean, dermatologist-approved formulations. Its hair products combine plant extracts, adaptogens, and mild cleansers for balance and scalp health. Alder New York is committed to transparency, cruelty-free testing, and recyclable packaging. The design is minimalist and functional, reflecting modern urban aesthetics. What makes Alder New York distinctive is its inclusive, science-based simplicity, crafting high-quality care products that prioritize ethical production and everyday usability across all genders.

Nuele Hair is a U.S.-based clean haircare brand founded in 2020 by Anne Cheatham and Dr. Christine Martey-Ochola. The company’s mission is to simplify hair routines with multi-use, plant-powered formulations that nourish hair without synthetic additives. Its hero product, the Nuele Hair Serum, combines ingredients like jojoba, argan, and rosemary oils to protect, strengthen, and add shine while minimizing frizz. The brand focuses on ethical from women-led cooperatives in Ghana, Kenya, and Morocco, ensuring fair-trade and sustainable impact. All products are vegan, cruelty-free, and free from silicones and parabens. What makes Nuele unique is its balance of simplicity, performance, and purpose — combining science with ethical beauty. Through its global supply partnerships and minimalist formulas, Nuele Hair has positioned itself as a modern, conscious brand redefining luxury in clean haircare.

Cecred is a haircare brand founded by global music icon Beyoncé in 2024, created to redefine the standards of textured haircare. The name Cecred” — derived from sacred” — reflects the brand’s philosophy that caring for one’s hair is a ritual of self-respect and heritage. Developed in partnership with professional stylists and scientists, Cecred focuses on repairing, strengthening, and hydrating hair of all textures, especially curly and coily types. The brand’s debut line includes shampoos, masks, and treatments formulated with bioactive keratin and fermented rice water to enhance elasticity and shine. Cecred also champions inclusivity and authenticity, inspired by the legacy of Beyoncé’s mother, Tina Knowles, and her former hair salon. What makes Cecred distinctive is its blend of luxury and science, offering products rooted in cultural identity and salon expertise. The brand celebrates textured hair as both beautiful and powerful, redefining modern haircare through innovation and purpose.