amika $50K Grant for Black Women | Apply Before Deadline

amika $50,000 Funding for Black Women and Underserved Hair Care Founders

The amika Rooted in Growth grant, presented with the 15 Percent Pledge, awards four hair care founders $50,000 each in flexible funding, plus mentorship, networking, and brand visibility. It supports underrepresented founders, including Black women entrepreneurs, who own at least 51% of a U.S.-based hair care business earning under $2.5 million a year.

This guide covers everything you need to know about the amika grants for black women:

Closing the Funding Gap for Beauty Businesses

Access to startup capital remains one of the toughest hurdles for Black women entrepreneurs building a business from the ground up. Traditional lenders and investors have historically underfunded Black-owned beauty businesses, leaving a wide capital access gap despite strong sales performance and brand loyalty. Small business grants like this one exist to close that gap without requiring repayment or equity.

The amika Rooted in Growth grant, run alongside the 15 Percent Pledge beauty grant initiative, is a corporate-backed grant opportunity built specifically for the professional hair care industry.

Visit the Official Grant Page

What Is the amika Rooted in Growth x 15 Percent Pledge Beauty Businesses Grant?

Rooted in Growth is a national grant initiative presented by amika, a professional haircare brand, in partnership with the 15 Percent Pledge, a racial equity and economic justice nonprofit. The program’s mission is to give underrepresented professional hair care founders real capital and real support, not just a check.

Now in its fourth year, the grant program has awarded funding to founders since 2023, according to reporting from American Salon. Four businesses are selected each cycle to receive $50,000 in flexible grant funding, distributed in two payments, along with a multi-month mentorship program, industry networking, and brand visibility across amika and 15 Percent Pledge channels.

Important clarification: While this grant is highly relevant to Black women entrepreneurs and Black-owned beauty businesses, since the 15 Percent Pledge’s core mission centers on closing the racial wealth gap for Black-owned businesses, the Rooted in Growth grant eligibility itself is written more broadly.

It’s open to founders from a range of historically underserved groups, not exclusively Black women. We explain exactly who qualifies below so you don’t waste time on an application that doesn’t fit your business.

About amika and the 15 Percent Pledge

amika is a salon-grown professional haircare brand that has built its giving-back strategy around directly investing in the next generation of hair care leaders, including stylists and brand founders.

The 15 Percent Pledge is a nonprofit founded to push major retailers and corporations to commit at least 15% of their shelf space, sales revenue, and annual spend to Black-owned businesses, a figure that reflects the roughly 14.4% share of the U.S. population that is Black. Since 2020, the organization has distributed more than $1 million in grants to underserved entrepreneurs and worked with over 30 corporate partners.

Together, amika and the 15 Percent Pledge built Rooted in Growth to support inclusive entrepreneurship and economic empowerment in a beauty industry that has long underfunded diverse founders.

Why This Grant Matters for Black-Owned Beauty Businesses

Diversity in the beauty industry has improved, but capital access has not kept pace. Black-owned beauty brands are frequently profitable and in demand, yet still struggle to secure bank loans or venture funding at the same rate as their peers.

Grant funding like this supports:

Grant Benefits

Selected founders receive more than just cash. The full package includes:

$50,000 in flexible, unrestricted grant funding
A multi-month founder mentorship program with strategic business guidance
Networking opportunities with senior beauty industry leaders
Brand visibility across amika's and the 15 Percent Pledge's marketing channels
An in-person kickoff event at amika's New York City headquarters
Participation in a major industry trade show
Travel and accommodations covered by amika for required events

This combination of startup capital, business mentorship, and founder support is designed to help winners scale sustainably, not just spend a check.

Who Can Apply?

To apply for the amika Rooted in Growth grant, your business generally must meet these criteria:

U.S.-based and legally registered
Annual revenue under $2.5 million
At least 51% owned and controlled by one or more underserved founders
Currently selling, or planning to expand into, professional hair care distribution channels (salon distributors, direct-to-stylist, etc.)
Selling a consumer packaged good in the hair care category
Demonstrating a clear mission of inclusivity and community impact

“Underserved founder” is defined broadly by the 15 Percent Pledge to include (but not limit to) people who are Black/African/African American, AAPI, Hispanic/Latino/Latina/Latinx, LGBTQIA+, first-generation immigrants, parents with income below the poverty level, and women. Founders from any historically overlooked background may apply regardless of race.

Always verify the latest eligibility requirements on the official grant website before applying, since program terms can change year to year.

Eligible Business Categories

The program is focused specifically on the hair care category, including:

Haircare business brands (products, treatments, and formulations)
Hair tools and styling technology
Wigs and hair extensions
Hair color brands
Emerging beauty brands expanding into professional salon channels

Note: Unlike some broader beauty industry grants, this program’s official eligibility centers on hair care CPG products rather than skincare business or cosmetics business categories. If your brand is skincare- or makeup-focused, look at our list of alternative beauty industry grants below.

How to Apply for the amika Rooted in Growth Grant

Step 1: Review the Eligibility Requirements

Carefully compare your business with the published eligibility criteria before beginning the application. Grant matching services can help identify funding opportunities that align with your business profile and eligibility requirements.

Step 2: Gather Required Documents

Collect the required documents, including your Profit & Loss (P&L) statement and any other supporting financial records. Grant resource guidance can help you understand the required documentation and organize your application materials effectively.

Step 3: Prepare Your Business Information

Organize key business details such as revenue history, distribution channels, and founder background so they are ready for the application form.

Step 4: Write Your Application Responses

Prepare clear, compelling responses that explain your founder story, business mission, growth strategy, and planned use of funds. Grant community support can provide valuable feedback and shared insights to help strengthen your responses.

Step 5: Submit Your Application

Complete and submit your application through the 15 Percent Pledge’s Business Equity Community (BEC) portal.

Step 6: Monitor Application Updates

Check your email regularly and review the official program website for updates on the review process and any changes to the application timeline.

Why Work With a Professional Grant Expert?

Finding and applying for the right grant opportunities requires more than simply completing an application. Many businesses and organizations spend valuable time applying for programs that may not align with their goals, eligibility requirements, or funding needs. The right guidance can help create a more focused and informed approach.

American Grant Association provides support throughout the grant discovery and preparation process, including:

Grant Research Services: Identifying relevant grant opportunities based on your industry, goals, eligibility, and funding needs.
Grant Matching Services: Helping evaluate potential programs and connect your objectives with suitable funding opportunities.
Grant Resource Guidance Services: Providing information on application requirements, documentation, deadlines, and preparation steps.
Grant Community Support Services: Offering access to helpful resources, updates, and knowledge-sharing opportunities related to grants.
Complete Grant Support: Assisting with the overall grant process, from opportunity discovery to application readiness.
Long-Term Funding Support: Helping organizations develop a more consistent approach to identifying future funding opportunities and improving grant readiness over time.

Grant approval depends on multiple factors, including eligibility, competition, and the strength of each application. While no service can guarantee funding success, having accurate information, organized preparation, and experienced guidance can help reduce common mistakes and improve the overall quality of your grant-seeking efforts.

Documents You May Need

Business registration and legal formation documents
EIN
Two years of revenue and financial history
A current profit and loss statement
A short business plan or pitch materials
Founder biography
Product and distribution details
Growth strategy and fund allocation plan

Documentation requirements may change year to year, so confirm the current checklist on the official application portal before you begin.

Application Timeline

Stage	Typical Timeline
Applications Open	July 21
Applications Close	August 21
Finalist Interviews	Week of September 21st
Winners Announced	October 2026
Mentorship Program Begins	October 2026 – February 2027

Selection Criteria

Applications are reviewed by a joint committee from amika and the 15 Percent Pledge. Common evaluation factors include:

There is no published points-based scoring system, so avoid guessing at exact weightings in your application strategy.

Our Experience With Underserved Founder Grant Applications

The American Grant Association has reviewed and prepared applications for underserved founder grant programs similar to Rooted in Growth, and we’ve noticed several patterns that consistently separate strong applications from those that fail to stand out.

Trust Is Built Through Specific Details

Reviewers read a high volume of applications in a limited amount of time. The founders who stand out are not always the ones making the biggest claims, they are the ones providing specific details that make their business, experience, and progress feel credible from the first read.

Traction Matters More Than Passion Alone

A strong founder story can create interest, but reviewers look for proof that the business is moving forward. Revenue growth, repeat customers, retail partnerships, distribution milestones, and customer adoption demonstrate real momentum. Passion shows commitment; traction shows potential.

Every Answer Should Support the Evaluation Criteria

Grant reviewers are looking for specific signals, whether related to business growth, community impact, market opportunity, or the use of funds. The strongest applications ensure every response serves a purpose and helps reviewers understand why the business deserves support.

Consistency Builds Reviewer Confidence

Small inconsistencies can create unnecessary doubt. Revenue numbers, business details, growth projections, and funding plans should align throughout the application. A consistent application feels more professional and gives reviewers confidence in the founder’s preparation.

A Specific Problem Is More Powerful Than a Broad Market Claim

Many founders try to present the largest possible opportunity, but broad statements are often less convincing. A clearly defined customer problem paired with a realistic solution helps reviewers understand the business opportunity and the founder’s ability to execute.

Industry-Specific Knowledge Creates Credibility

Founders with a clear understanding of their market often make stronger impressions. Specific details about customers, distribution channels, partnerships, or industry challenges demonstrate firsthand experience and show that the business strategy is based on real-world understanding.

These patterns apply across many competitive, mission-driven grant programs. That’s why we focus on reviewing applications line by line, ensuring each section is clear, credible, and aligned with what reviewers are looking for before submission.

Tips to Improve Your Chances

Lead with a clear, specific founder story instead of a generic mission statement.
Back up growth claims with real sales metrics, retail relationships, and customer traction.
Show a concrete plan for how the $50,000 would be allocated, tied to measurable outcomes.
Keep your profit and loss statement clean, accurate, and easy to review.
Explain your competitive positioning within the haircare industry, not just your product.
Get a second set of eyes on your written responses before submitting.

Common Mistakes to Avoid

Submitting an incomplete application or missing the financial documents
Applying without meeting the revenue or ownership eligibility requirements
Giving vague, generic answers instead of specific business detail
Skipping clear financial breakdowns of how grant funds would be used
Waiting until the deadline week to start gathering documents

For more guidance on avoiding errors that can hurt your chances of receiving funding, read our guide on Common Grant Mistakes to Avoid.

Other Grants for Black Women Entrepreneurs

Beauty business funding isn’t limited to one program. Here are other well-known small business grants for black women and women-owned business grants worth researching:

Grant	Funding	Best For	Official Website
Amber Grant	Monthly grants; amounts vary	Women-owned small businesses across industries	amberfoundation.org
Black Girl Ventures	Varies by pitch competition	Black and brown women founders	blackgirlventures.org
SoGal Foundation	Varies	Women and nonbinary entrepreneurs of color	sogalfoundation.org
IFundWomen	Varies (grants and crowdfunding)	Women-owned businesses seeking capital and coaching	ifundwomen.com
Comcast RISE	Non-cash marketing/tech support	Small business owners from underrepresented groups	comcastrise.com
amika Rooted in Growth	$50,000	Hair care founders in professional distribution	15percentpledge.org

Always verify the latest funding details on each program’s official website, since amounts and cycles change annually.

Conclusion

The amika Rooted in Growth grant is one of the more comprehensive beauty industry grants available to hair care founders, combining $50,000 in funding with real mentorship and industry access. It’s especially meaningful for Black women entrepreneurs and Black-owned beauty businesses, even though the program’s eligibility extends to a broader group of underserved founders.

Whoever you are, preparation matters more than luck here. Review the eligibility requirements closely, gather your documents early, and apply before the deadline. If you want help refining your story, your numbers, or your full application, professional grant support can make the difference between a rushed submission and a genuinely competitive one.

Ready to strengthen your application?

American Grant Association offers professional grant support, grant finding support, resource guidance, and grant community support for founders pursuing beauty business grants, minority business grants, and startup grants.

If you want a grant strategy consultation before your next deadline, our team can help you prepare a complete, competitive submission.

Contact American Grant Association today to get started.

Frequently Asked Questions

What is the amika Rooted in Growth grant?

It’s a national grant program from amika and the 15 Percent Pledge that awards four hair care founders $50,000 each, plus mentorship and industry access.

Is the grant legitimate?

Yes. It’s presented by an established haircare brand and a recognized nonprofit, and no purchase or payment is required to apply.

Is the grant only for Black women?

No. Eligibility is open to a range of underserved founders, including Black women, though the program aligns closely with the 15 Percent Pledge’s mission to support Black-owned businesses.

Who qualifies?

U.S.-based hair care businesses under $2.5 million in annual revenue, at least 51% owned by an underserved founder, selling into or expanding toward professional distribution channels.

How much funding is available?

Four winners each receive $50,000, typically disbursed in two payments.

Is there an application fee?

No purchase or payment is required to apply or to be selected.

Can startups apply?

Yes, as long as the business already sells a hair care CPG product and meets the revenue and ownership criteria.

Can existing businesses apply?

Yes, established hair care brands under the revenue cap are eligible.

What documents are required?

Typically a profit and loss statement, business details, and written application responses. Always confirm current requirements on the official portal.

When do applications open?

Recent cycles opened in late July. Always verify the latest information on the official grant website before applying.

Note: This article is for informational purposes only. Always verify the latest deadline, eligibility, award amount, and application requirements on the official website before applying.

amika Rooted in Growth x 15 Percent Pledge Beauty Businesses Grant: $50,000 Grants for Black Women