Root Behind the Scenes with Krista Dolash, Owner & Founder

by Haylee Westendorf on June 15, 2018

Root Behind the Scenes  |  Krista Dolash, Owner and Founder


She’s our fierce leader of the pack, a strong and determined mother of 4 and believer in all things natural and organic. She’s KRISTA DOLASH, owner and founder of Root.

For those of you who don’t know, Krista just had baby Dane a little over a week ago! So, somewhere in these busy past couple weeks I had the chance to sit down with Krista and learn a bit more about her and this amazing company she’s led for the past 5 years!


Krista’s Key Ingredients

Family? Husband (Jake) and 4 kids (Campbell, Holland, Duke and our newest addition - Dane!)

Hometown? Norwalk, Iowa

Favorite Root Product? It’s so hard to pick just one, but I always fall back to the first product I ever made, my Pearl Powder Mineral Foundation. It’s what sparked this whole idea to start a company and now it’s beyond my wildest dreams.

Favorite Pretty Balm Shade? I cannot pick just one so here’s my top 3: Mila, Lulu & Doll.

Biggest Mentor? I’ve had so many people along this adventure be invaluable to me, with both advice & support, but my biggest mentor has been my husband, Jake. He’s a business owner of 10 years and there’s not a day that goes by that I’m not asking for his opinion & advice.

Favorite Quote? “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” -Maya Angelou

One thing you couldn’t live without? My family! Nothing in this world is more important.


Q: Now for a hard one… why Root?

A: That’s an easy one ;) After wearing the same makeup my entire life and truly believing it was the most natural makeup on the market, I felt completely fooled when I actually read and researched the ingredients. Being a serial hobbyist & crafter I set out to make my own makeup. I started with my foundation. I stripped the nasty fillers and ingredients from the previous makeup I had been wearing and surprise, it left me with a much better foundation. A foundation that could be worn as a traditional loose powder, but also a full coverage liquid foundation & concealer.


Q: How did you know where to start?

A: When I finally saved enough money - I purchased my first bulk materials and jars. I sought out absolutely anyone through social media that would agree to do a before and after wearing my foundation in exchange for free samples. The response was overwhelming and people loved my foundation and wanted full sizes. Root launched with just two products our Pearl Powder Mineral Foundation and Original Bronze Powder. From there based on customer feedback my line of products just kept growing. We now have a more than full line of makeup, skincare, haircare & home cleaning products.


Q: What does it mean for a product to be natural, organic, vegan, gluten-free?

A: No toxic chemicals, artificial dyes or fragrances will ever be found in a Root product. Organic ingredients are grown without the use of harsh chemicals. Also, no animal byproducts are used in our products at any process between actual ingredient or production. When originally creating Root, I did not have this vision of making all Root products vegan and gluten free, but I saw a huge demand and need for quality vegan and gluten free products. After researching alternatives to use in order to make our products both vegan and gluten free, I was blown away by the higher quality of products that they produced. It was a no brainer to make all Root products from that day forward vegan and gluten free!

Q: What do you see for the future of Root?

A: We challenge ourselves daily to make the most fun, trendy and truly effective products that you will adore; whether or not you need products for sensitive skin. I see Root growing immensely as both Root’s reach and the awareness of the harsh ingredients used within the cosmetics industry only grows! Our customers drive every decision we make, and it’s our goal to provide high-performing, healthy & safe products at a price you can afford.


“I never imagined Root would be what it is today, but I could not be happier with how this company has blossomed out of response for a need for healthier products and amazing customer service.”

- Krista Dolash, Root Owner & Founder

by Jan Koenigsfeld on July 02, 2018

Order some of your products and am happy I found something better for my skin. I will continue to support you.

by Katelyn E on June 19, 2018

Love this article! I truly believe in Root products and absolutely love wearing it everyday! I enjoy supporting a company that was built from the ground up from a Wartburg College graduate and a woman! Root is my favorite product line hands down. I have changed make up lines so many times and have never been completely happy until now. Root ROCKS! ❤️


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