Uplift Provisions Company began not in a boardroom—but in a kitchen.

Our founder, Rocco Danieli, a master barber with nearly two decades of experience, was no stranger to hardship. After losing both of his sisters to addiction and facing his own struggles, Rocco set out to turn pain into purpose. Determined to rebuild his life and help others do the same, he began crafting hair products that were clean, effective, and made to make people feel good—inside and out.

Using his barber chair as a sounding board and his kitchen as a lab, Rocco tested formulas on real clients—creating the foundation for what would become Uplift’s original product line. Every blend was infused with intention: packed with natural ingredients, free from harsh chemicals, and designed to uplift not just your style, but your spirit.

Among those early clients was Steven Presti, a long-time supporter who not only sat in Rocco’s chair but also believed deeply in the product and the mission behind it. As an early purchaser of Uplift, Steven saw its potential and stepped in to help grow the brand—committed to honoring its roots and the community it served.

Soon after, Kelly Presti joined the partnership, bringing her passion for growing young companies and making a lasting impact. Together, the trio expanded Uplift’s mission beyond grooming: they built a company rooted in purpose, clean performance, and giving back. Today, every purchase supports addiction recovery through our partnership with The Family Restored, a non-profit helping families find hope and healing.

What started as a personal comeback story has grown into a brand that empowers others to feel confident, strong, and uplifted—every single day.