In this episode of the Harvest Growth Podcast, Jon LaClare sits down with Patrick Harriman and Lucrecia Jovel, co-founders of The Root Project, to explore how they applied years of big-brand beauty and agency experience to building a premium hair care startup with a lean team and a limited budget.
Patrick and Lucrecia share how The Root Project simplifies complicated hair care routines through scalp-focused products designed to support the entire hair ecosystem from root to tip. They explain why they developed every formula from scratch, replaced the water commonly found in hair products with aloe leaf juice, and created sensorial experiences that make customers look forward to using the products.
Beyond product development, the conversation explores the realities of transitioning from established companies to entrepreneurship. Patrick and Lucrecia discuss learning to account for every dollar, abandoning ideas when the market tells them something different, and accepting that founders will never feel completely prepared before launching.
They also reveal how public relations helped The Root Project establish credibility, why founders need a compelling story in addition to an exceptional product, and what it takes to keep pitching when most editors and publications say no.
If you’re launching a beauty brand, developing a consumer product, or trying to compete against larger companies without their budgets, this episode offers an honest look at building something exceptional while learning and adapting along the way.
In today’s episode of the Harvest Growth Podcast, we cover:
- How big-brand experience can give startups a competitive advantage
- Why The Root Project formulates its hair care products from scratch
- How scalp-focused ingredients support healthier-looking hair from root to tip
- Why small brands must account for every marketing dollar
- How founders can recognize mistakes and pivot more quickly
- Why an exceptional product still needs a compelling brand story
- How PR can build credibility for an emerging consumer brand
- Why founders should stay closely connected to customer feedback
- The importance of launching before everything feels perfect
Want to learn more about The Root Project?
Visit TheRootProject.com, follow @simplerootine on Instagram, or search for The Root Project on Amazon.
Do you have a product or brand you’d like to launch or grow?
Visit HarvestGrowth.com to book a free consultation and learn how the Perfect Launch Blueprint can uncover the right audience, messaging, offer, and marketing strategy before you spend heavily on media.
