ROOTS Impact

Our Promise

Every brand at ROOTS is Black, Indigenous, or POC-owned. Made with clean, ethically sourced ingredients.

5% of net profits go to the African Australian charity, Afri-Aus Care.

“Afri-Aus Care is a not for profit organisation run by a group of volunteer professionals, many from migrant backgrounds

The organisation was founded by Selba Luka, who experienced hardship and conflict within the family after arriving in Australia, and made it her mission to help those experiencing similiar difficulties.

Afri-Aus care is governed by a Board of community leaders and health professionals, and has the support of many organisations focused on helping youth at risk and their families from African and CALD backgrounds.”

- afri-auscare.org

Our Financial Commitment:

5% to Community

ROOTS donates 5% of all net profits to African Australian charity, Afri-Aus Care. Supporting education, mental health, community building, and empowerment.

How It Works:

  • We regularly calculate our net profits

  • 5% is donated directly to Afri-Aus Care

  • We publish donation amounts transparently every financial year

Why 5% to charity? Because profit shouldn't just sit in our pockets. So, as ROOTS thrives, our community does too.

How we choose our brands

  • Every single brand at ROOTS is owned by Black, Indigenous, or People of Colour founders. Not because we're gatekeeping, but because representation matters, and so does where your money goes.

    When you buy from ROOTS, you're supporting:

    • Small business owners building generational wealth in their communities

    • Founders who understand your hair, skin, and needs because they live them

    • Entrepreneurs who've been locked out of traditional funding and retail spaces

    • People creating products for us, by us. Not corporations capitalising on trends

    The impact: Your dollars fund diverse founders, not faceless conglomerates. You’re investing in communities.

  • We prioritise Australian-made products wherever possible. Supporting local means shorter supply chains, fresher products, and keeping money in our direct communities.

    The impact:

    • Lower carbon footprint (less shipping = less emissions)

    • Supporting Aussie jobs and economy

    • Faster restocks and better quality control

    • Products formulated for our climate and conditions

  • Most of our brands use all or predominantly natural ingredients. All are ethically sourced, many are handmade with care.

    Why this matters:

    • Fewer harsh chemicals on your body (your skin absorbs what you put on it!)

    • Better for the planet (biodegradable, non-toxic, sustainable)

    • Ethically sourced means no exploitation of people or the planet

    • Handmade = quality, intention, and care in every batch

    The impact: You're nourishing your body and the planet, not poisoning either. You're supporting ethical trade and production.

  • We're intentional about who we partner with and what we bring to our community.

    What We Strive For:

    • Sustainable packaging where possible (recyclable, refillable, minimal waste)

    • Natural ingredients prioritised over harmful chemicals

    • Carbon-conscious shipping and production

    • Supporting local Australian brands when possible

    The Reality: We're not perfect, and neither is the beauty industry. Finding brands that tick every box, especially Australian BIPOC-owned ones, is hard. Sometimes we make trade-offs: international shipping over local availability, or accessible pricing over premium sustainability.

    But we're transparent about those choices. We'll tell you where products come from, what's in them, and what we're still working on. We ask tough questions of our suppliers and share what we learn with you.

    Because you deserve to know what you're putting on your body and who you're supporting when you shop with us.

The Bigger Vision:

Events, Drives & Direct Support

Donating money is just the start. As ROOTS grows, we're committed to creating tangible community impact:

What We're Building Toward:

  • Charitable drives: Product donations to shelters, programs, and community organisations

  • Community events: Workshops, cultural celebrations, community driven spaces

  • Educational programs: Partnering with professionals and organisations to empower and educate the African Dispora and Australian POC communities

  • Mental health support: Hosting events and providing related

  • Collaborations: Working with other POC-owned businesses and nonprofits to amplify impact.