About Root

Founded in 2013, Root is an eco-beauty brand founded by Krista Dolash in Waverly, Iowa. Our goal is to make the highest quality natural & organic beauty products anyone can wear & everyone can afford. Healthy & safe makeup shouldn't be a luxury. All of our products are made in the USA with natural, skin-loving ingredients & no fillers. Our products are also vegan & gluten-free without the steep price tag or loss of quality. We challenge ourselves daily to make the most fun, trendy & truly effective products that you will adore whether or not you need products for sensitive skin. What started as a hobby in Krista's kitchen expanded into an extensive line of nontoxic makeup & beyond. When Krista became pregnant with her third child, she began researching the ingredients in everything she used & quickly realized her makeup products being marketed as 'natural' were from from it. So, she took matters into her own hands & made products she could actually trust. Today, Root is a growing e-commerce brand with one retail location at our headquarters in Waverly, Iowa. We make an manufacture 90% of our products in-house in our very own Pretty Lab. Keeping our lab in-house, we know our quality if superior, & we are obsessed with perfecting every single product that leaves the Pretty Lab. Read their story