OUR STORY
BEAUTY THAT FEELS GROUNDED.
We believe skincare can be high-performance without feeling harsh, complicated, or clinical.
Staying Rooted Beauty, founded by De’Aja Benford, was originally named Allure Naturel. Created in 2018, it started out as a hobby De’Aja developed while trying to find ways to treat her skin during her college years. De'Aja struggled with hyper-sensitivity and painful hormonal acne. From creating exfoliating scrubs in her dorm room to selling her products online and doing local delivery, De’Aja has since transitioned the company into something greater.
Inspired by her faith in Jesus Christ, in the year 2026, Allure Naturel was renamed to Staying Rooted Beauty. Inspired by John 15:5, staying Rooted Beauty creates intentional personal care rooted in the True Vine, thoughtfully crafted with natural ingredients to nourish your hair, skin, and body.
As a Black woman, wife, and mother, De’Aja strives to provide products that make personal care a little easier. Not just for herself, but for everyone.
ROOTED IN THE MISSION
John 15:5 (KJV)
“I am the vine, ye are the branches: He that abideth in me, and I in him, the same bringeth forth much fruit: for without me ye can do nothing.”