Founder
Hi, I’m Joseph.
I built Rooted because finding a great hairstylist in London felt harder than it should be. It turned out to be the same story in every city. Talented people everywhere, but almost impossible to find if you didn’t already know them.
Joseph Dixon
Founder
The story.
I kept watching the same thing happen. A stylist builds a loyal client base over years, then Instagram changes its algorithm and half their bookings dry up overnight. Another one works out of a flat in Hackney, does incredible work, but gets zero visibility beyond whoever happens to follow them.
On the other side, people are spending 45 minutes scrolling for a loctician in Brixton or a natural hair stylist in Birmingham who actually knows their texture. The talent is there. The demand is there. The connection just isn’t.
This is not a world I arrived at from the outside. Alongside building Rooted I sit on community boards in Hackney, chairing an advisory board and holding education leaders accountable for how they serve Black children and young people. Building something for Black and textured-hair creators is a continuation of that, not a departure from it.
Rooted is the place I wished existed. Built for Black and textured-hair creators and the clients searching for them. A proper directory organised by area and specialism, with real prices shown upfront. No agency fee. No marketplace taking 20 to 30% of new clients. Just a low flat commission and your work in front of the people looking for it.
Built for the community.
Rooted was never meant to be a faceless platform. Every creator here is an independent professional, not a salon employee or a franchise. They own their brand, their prices, their relationship with clients.
We keep commission low on purpose. We don’t upsell. We don’t take a cut of tips or products. When a booking happens on Rooted, the stylist keeps the vast majority of it.
I am accountable to this community in the rest of my work, and Rooted is held to the same standard.
“Rooted was built because hairstylists deserve better than being buried on Google, fighting Instagram’s algorithm, or paying a salon 50% to sit in their chair.”
Joseph Dixon, founder of Rooted