Founder
Hi, I’m Joseph.
I built Rooted because finding a great hairstylist in London felt harder than it should be. 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 braid specialist who actually does fine hair. The talent is there. The demand is there. The connection just isn’t.
Rooted is the place I wished existed. A proper directory built around how independent stylists actually work: by borough, by specialism, with real prices shown upfront. No agency fee. No middleman taking 30%. Just a way for great stylists to be found.
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.
“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