Breaking Barriers: How Staci Griffin Built a Wellness Empire from Scratch
From kitchen table dreams to a multi-million dollar brand, one woman’s journey to redefine self-care
Staci Griffin never set out to be an entrepreneur. A former social worker and mother of two, she was simply trying to find a natural remedy for her daughter’s eczema when she began experimenting with essential oils and herbs in her kitchen. What started as a personal mission quickly turned into a passion—and ultimately, a thriving business.
In 2017, Staci launched Root & Ritual, a line of all-natural skincare and wellness products designed for people of color. Her initial offerings—homemade salves, body butters, and bath teas—gained traction through word of mouth and social media. Within two years, her products were being sold in over 100 independent boutiques and wellness stores across the country.
“I didn’t have a business background, but I knew how to listen—to my customers, to the community, and to my own instincts,” Staci says. “That made all the difference.”
Staci’s journey wasn’t without challenges. As a Black woman entrepreneur in the wellness industry, she encountered bias and systemic barriers to funding. But she remained undeterred. Through crowdfunding campaigns, pop-up markets, and a loyal online following, she built a brand rooted in authenticity and cultural pride.
Today, Root & Ritual is a seven-figure business with a team of 20 and a flagship store in Atlanta. Staci is also a mentor to other aspiring women entrepreneurs, offering workshops and grants through her nonprofit arm, The Ritual Fund.
“I want women—especially women of color—to know that there’s room for us at the table,” Staci says. “Better yet, we can build our own.”
