--- description: Find out why Be Rooted was selected for the list title: TIME100 Most Influential Companies 2022: Be Rooted image: https://static.time.com/v3/assets/bltea6093859af6183b/blt0529f75c5cc68f5c/698a3082db298785b9267aca/berooted.jpg?branch=production&width=2400&quality=75&auto=webp&crop=16:9 --- Mar 30, 2022 # Be Rooted Stationery progress by [Nik Popli](/author/nik-popli/) ## Nik Popli Update your preferences in [Account Settings](/account/preferences/) Close Staff Writer  Be Rooted products Be Rooted productsJocelyn Negron When Jasmin Foster founded her inclusivity-focused stationery brand Be Rooted in early 2020, she hoped to create a space for women of color to see themselves in a place they hadn’t been before. Just one year later, Be Rooted became the first and only Black-owned stationery brand for sale at retail giant Target. With a lineup of colorful journals, planners, and writing instruments all designed by Black and brown artists and featuring a range of skin tones and hair stylings, Be Rooted is bringing a little more [creative diversity into the world](https://time.com/5914987/shop-black-owned-businesses-gift-guide/ "undefined"). _A weekly newsletter featuring conversations with the world’s top CEOs, managers, and founders._ [_Join the Leadership Brief_](https://cloud.newsletters.time.com/signup?nln=leadership&source=100companies "undefined"). Be Rooted Is one of the 2022 TIME100 Most Influential Companies ```json [{"@context":"https://schema.org","@type":"Article","@id":"https://time.com/collections/time100-companies-2022/6159403/be-rooted/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/collections/time100-companies-2022/6159403/be-rooted/"},"headline":"Be Rooted","datePublished":"2022-03-30T10:21:26.000Z","dateModified":"2026-03-03T00:01:03.672Z","description":"","url":"https://time.com/collections/time100-companies-2022/6159403/be-rooted/","keywords":["metaverse","TIME100 Companies","sponsorshipblock"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt0529f75c5cc68f5c/698a3082db298785b9267aca/berooted.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Nik Popli","jobTitle":"Staff Writer","url":"https://time.com/author/nik-popli/"}],"creator":"Nik Popli","articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt0529f75c5cc68f5c/698a3082db298785b9267aca/berooted.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"https://time.com/collections/time100-companies-2022/6159403/be-rooted/","name":"Be Rooted"}}]}] ```