Meet the Team


Krista, Root Founder & CEO


Founder & CEO

In 2013, Krista founded Root out of her kitchen & created her first product - Pearl Powder Mineral Foundation. Today, she's Root's fearless leader & visionary. Krista oversees all business operations, while continuously developing a fresh stream of ideas that support overarching company values to propel Root as a leading independent eco-beauty brand. She plays many roles within Root - everything from formulating new products, working alongside the marketing team & looking for ways to improve the overall customer experience. When she’s not working, Krista enjoys cooking vegan & gluten-free meals, obsessively finding new eco-friendly alternatives to everyday items & traveling with her husband + four children.

Krista’s Favorite Root Product: Pure Glow Rose Otto Beauty Balm

“My favorite Root product changes SO often. But, I am currently loving our Rose Otto Beauty Balm - it has transformed my skin!”

Haylee Piehl, Director of Marketing & Operations


Director of Marketing & Operations

Haylee is the strategic mind behind all of Krista’s crazy ideas. She manages the day-to-day operations of Root, especially the company’s brand image from finished product to online presence, customer experience & everything in between! All sales, new product launches, packaging design, even a little bit of HR - you name it, she does it. When it comes to Root marketing, Haylee supervises the small but mighty team of three to position Root as a leading eco-beauty brand. Outside of work, Haylee is a Waverly hometown native, enjoys spending time with her newlywed hubby, coaching youth volleyball on the weekends & reading for hours on end.

Haylee’s Favorite Root Product: Original Beauty Sleep Perfecting Serum

“I know it’s everyone’s OG favorite, but Beauty Sleep is SERIOUSLY the best! If I could only go with one skincare product for the rest of my life, this would be it.”

Nicole Gulick, Director of Retail & Customer Relations


Director of Retail & Customer Relations

Nicole is the most tenured Root employee, next to Krista, & has watched firsthand as Root has grown into what it is today. Her bread & butter is customer relationships. Anyone who knows her will say she’s the biggest sweetheart & the absolute best with customers. Nicole leads our retail team to provide an exceptional customer experience with every single interaction. In addition to retail, Nicole manages our wholesale partnerships. She’s a mama of three, enjoys spending time with her family & working out. (She’s training for her first triathlon -  YOU GO GIRL!)

Nicole’s Favorite Root Product: Hello Pretty Under Eye Brighter

"I love how just a quick application of Hello Pretty Under Eye Brightener can make me look so much more awake! You know this mama of three needs it!”

Haylee Piehl, Director of Marketing & Operations


Director of Customer Service

Overseeing Root customer happiness is Lauren’s number one priority! She is the go-to gal for all customer service questions. If you’ve chatted with us via text, email or even on social media, you’ve probably met Lauren! While our “official” customer service team is a department of one, everyone at Root plays a HUGE role in our customer service & Lauren leads the team in stellar communication. In addition to customer service, Lauren dabbles in a little bit of everything - HR, inventory management & payroll just to name a few. When she’s not chatting with customers, Lauren is probably watching The Office (she has seen the series 40+ times) or hanging with her family of four.

Lauren’s Favorite Root Product: Pretty Smooth Cocoa + Citrus Nourishing Shaving Cream

“THIS IS TOO HARD. If I had to pick, I think I would settle with our Pretty Smooth Cocoa + Citrus Shaving Cream. But, both Original Beauty Sleep & Peppermint Pretty Balm are close behind!”

Catherine Wedemeier, Director of Shipping & Product


Director of Product & Shipping

Once our products leave the Root Pretty Lab, they’re under Catherine’s care. She manages all aspects of product completion, inventory management & shipping. Along with our team of Beauty Assistants, Catherine hand-labels, hand-packs & hand-ships all of our Pretty Mail packages. Outside of work, Catherine lives on an organic farm with cows, pigs, ponies, ducks, chickens, goats, cats & a dog. Oh! & we almost forgot her four kids & husband! She’s got a large family to feed, so she cooks & bakes from scratch a lot - everything from bread to kombucha.

Catherine’s Favorite Root Product: Pretty Hair Day Shampoo & Conditioner Duo

“I originally bought this as a treat just for myself, but then my four kids & husband started stealing it! It’s so good the whole family loves it. Needless to say, I buy it in bulk now.”

Kayla Reusche, Marketing Strategist


Marketing Strategist

Kayla is the mastermind behind all of Root’s social channels, Root Model program & influencer collaborations. Plus, she’s our go-to gal when it comes to copywriting - she just has a way with words! Whether it be through new ideas for Root Model content, creating relationships with content creators on IG or spreading the Root love through press placements, Kayla’s favorite part of her job is connecting & engaging with the Root community. Outside of work, Kayla enjoys spending too much time at coffee shops & jamming out to Taylor Swift. She’s an avid tennis & softball fan (ex-collegiate athlete in both sports) & another Waverly hometown girl.

Kayla’s Favorite Root Product: Pretty Hair Day Conditioner

“I love using our Pretty Hair Day Conditioner as a leave-in conditioner because it keeps my ends looking healthy, soft & strong. When I first started using it, one of my friends actually asked me if I had gotten a haircut - I hadn’t had a haircut in almost a YEAR! It was just the conditioner working its magic.”

Haylee Piehl, Director of Marketing & Operations


Production Lab Assistant

Along with our Director of Production, Addison makes & fills all of the products made in our Pretty Lab at our Waverly, Iowa headquarters. He ensures consistent & high-quality standards for all of our products while keeping up with our growing demand! He’s an artist at heart & finds working in the Pretty Lab allows him to continue creating even at work. Addison’s favorite product to make is our Fresh Face Grapefruit + Charcoal Clearing Cleanser because it makes the Pretty Lab smell INCREDIBLE. When he’s not working, he enjoys making music & woodworking.