Platinum Roots started with a simple mission: to empower women with gray hair to feel liberated. We believe that all people are beautiful in their natural form and the intricacies that make us beautiful are the same ones that empower us to live life fearlessly. What started as an homage to hair has turned into a lifestyle brand for both men & women who unapologetically embrace their platinum roots.

We believe that there are more important things in life than the beauty standards the world has so often told us defines our values. We're finding liberation to live fully as our most authentic selves and celebrate the complexities that make us beautiful in each season of our lives. All people deserve to feel beautiful and Platinum Roots is empowering our community by 'discovering the roots' of what makes us beautiful at every age. Embracing the platinum transition is a catalyst for self-expression, to empower people to transform—not just their hair, but also their outlook on life.

We're aging gracefully and we refuse to be invisible. Our roots give us substance and texture, they represent strength and wisdom. Our hair is the perfect symbol of transformation and a reminder that life can be both colorful and gray. By redefining the cultural norms that surround our hair when it goes through the natural process of going gray, we are encouraging people to embrace their unique beauty and share in a community of foxes who unapologetically live the platinum lifestyle!

We are natural. We are empowered. We are visible.

Love,

Platinum Roots