Hair care entrepreneurs credit mom’s inspiration

RUCKER ROOTS

Sisters Ione Rucker Jamison and Ellen Rucker Sellers are co-founders of Rucker Roots.

Entrepreneurs Ione Rucker Jamison and Ellen Rucker Sellers thank their mother for an array of products influenced by her commitment to healthy hair.

“Our father, Douglas Rucker, was [a] dentist in South Carolina and his passion was farming,” said  Sellers, co-founder and CEO of Lancaster, S.C.-based Rucker Roots. “Our mother [Ruby] used his products in our hair for kitchen concoctions. They were a huge inspiration in our accomplishments today.”

A few of their sisters’ most popular products stem from vegetables. According to their company’s website, carrot root oil strengthens weak hair, protects against breakage and promotes growth. Ginger Root Oil stimulates hair growth, increases blood flow to the scalp and soothes sensitive scalps. Turnip Root Oil creates shine, intensifies color and adds elasticity.

The lessons learned as a traditional practice in their household has helped the sisters thrive in a world where entrepreneurs are often overrun by large scale companies. Familiar brands like Carol’s Daughter, Shea Moisture and Mane Choice were founded by Black entrepreneurs but eventually forced to confine themselves to larger corporations due to financial struggles and the inability to maintain a growing clientele.
However, the sisters have been able to capitalize on profits while maintaining a warehouse in Indian Land and production in the hands of Black professionals.

“Our chemist is African American, and we try to make sure that our products work for all different hair types and textures but we are proud Black women,” Sellers said. “We always look at our hair and the different aspects or challenges that African American women face to make sure our products are good for our hair.”

Their team of 10 works with a distributor and sales team in addition to maintaining a strategic brand on social media to maximize their reach and impact.

“Consistently putting yourself out there making sure you are in front of the customer, at all of the trade shows, meeting with buyers and letting them know who you are has helped our brand,” said Jamison, the COO. “I think that helped us land our Walmart deal.”

The Rucker Roots hair care line is featured in 785 Walmart stores and other mainstream retailers like Target, JCPenney and Belk – an achievement few Black hair care lines can tout.

“Our goal is to educate people on different ways of doing their hair and different aspects to make sure they are using the proper products or textures or different holidays that you may have,” Sellers said.

The sisters say the key to their success can be linked to not limiting themselves to a consumer base of only Black and brown clientele. Events like CosmoProf, Beauty World and others have sustained them in growing a network of hairstylists and salons.

Charlotte stylist Shassity Stevens described their line as “versatile” even going as far to say the products are “a stylist’s dream.”

While the sisters’ brand name has traveled far, they still believe the roots of their success are deepest close to home.

“It’s a blessing to be from such a small community like Lancaster, that fed into us growing up and led us to where we are today,” said Jamison, who’s a mother of three.

Sellers, who’s also a mother of three, has the same sentiment.

“Lancaster is the reason why we are here to this day. It's a part of our story and we always try to amplify that we are from a small town. It’s an inspiration to other young students,” she expressed. “For those curious about how to get here, I want them to know we’re all humans, all just working really hard on our God-given abilities and God-given gifts. And if you are a hard worker, it takes you to so many different places and so many different meetings.”

As they leave behind a legacy, the sisters are also using their words and platform to encourage those following closely behind. In addition to their digital storefront, the team publishes a monthly blog with encouraging posts and health tips.

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