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"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, Root Founder


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. Based in Waverly, Iowa, all of our products are natural & safe for all skin types as well as Vegan & Gluten Free. We do not use any harsh toxins or artificial dyes in our products. What started as a hobby out of Krista's kitchen has grown into a full line of natural makeup, skincare, haircare, body care & even non-toxic cleaning products with two retail locations in Iowa.

Our Beliefs

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, and we want them to be beyond happy with their 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, non-toxic & 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.

Proudly 100% 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. 

Dedication to Giving Back

We are passionate about spreading Root love & happiness. That is why 5% of all Root profits go to a hand-picked charity. We pick a new charity every 6 months, in hopes of reaching even more individuals in need. Know a great charity? Nominate them by shooting us an email with more details ( We owe our ability to give back to our customers, so from the bottom of our hearts, thank you!