With just $2,000 and a vision, Jasmin Foster launched Be Rooted in 2020 to provide Black women with stationery and puzzles that reflect their beauty and culture, inspiring connection and self-care.
- Be Rooted started with $2,000 in 2020 amid a turbulent social climate.
- The brand features all-Black designers to authentically represent Black women.
- Journals and puzzles are top products offering artistic storytelling and calm.
What happened
Jasmin Foster, previously a senior buyer at Target involved in multicultural beauty, founded Be Rooted in 2020. She aimed to build a lifestyle brand that reflects the many sides of Black women using products like wellness planners, journals, and puzzles. Launching with a modest budget and a website she created herself, Foster emphasized a space where Black women can feel seen, celebrated, and inspired.
The brand launched during a time marked by the pandemic and social upheaval, which fostered a demand for connection and calm. Be Rooted’s launch coincided with moments when people sought creative, analog hobbies to balance digital overwhelm, positioning the brand as a meaningful refuge for self-care.
Why it feels good
Be Rooted’s products showcase Black women in all their diversity — highlighting different skin tones, hairstyles, body types, and expressions with bright, bold colors. This intentional and authentic representation makes the products resonate deeply with the community. Foster also prioritized having an all-Black design team to ensure cultural relevance and genuine storytelling without the need for excessive explanation.
The brand’s approach honors traditional self-care practices while also offering fresh, relatable ways to nurture wellness, creativity, and identity. This thoughtful representation and purposeful design help customers feel recognized and valued in everyday moments, making each product feel like a personal celebration.
What to enjoy or watch next
Journals remain Be Rooted’s core offering, celebrated for helping users document their wellness journeys and reflections. More recently, puzzles have become a popular category as hobby culture gains momentum again. These puzzles offer an engaging way to experience art that also tells stories of Black women’s humanity and beauty in vivid detail.
Looking ahead, Be Rooted plans to expand its product range while continuing to serve as a creative outlet that inspires connection, wellness, and pride. For those seeking analog hobbies that feel both calming and culturally meaningful, Be Rooted presents a vibrant and heartfelt option.