The Root Project

The Root Project is a New York-based modern haircare brand founded by beauty industry veterans Lucrecia Jovel and Patrick Harriman, whose combined experience spans more than three decades across beauty, luxury product innovation, brand development and global advertising. Built on the philosophy “Better Staples. Better Hair.,” The Root Project reimagines everyday haircare with clean, effective and indulgent formulas designed to care for the complete hair ecosystem—from scalp and roots to strands. At the heart of the brand is a simple belief: Rootcare is Haircare. By giving the scalp and roots the same thoughtful attention we give our skin, The Root Project creates purposeful essentials that leave hair feeling stronger, softer, smoother and visibly healthier.

Every formula begins with nutrient-rich aloe leaf juice in place of water, creating a functional base that helps soothe and balance the scalp while hydrating and softening the hair. Founder-formulated with intention, each product pairs high-performing, thoughtfully selected ingredients with a rich, sensorial experience that makes caring for your hair feel as good as the results. The same consideration extends beyond the formulas: The Root Project partners with #tide to create bottles and jars from upcycled ocean-bound plastic and supports One Tree Planted, reflecting a more considered approach to haircare from formula to packaging and beyond.