Invoked Bash as an interactive non-login shell

When an interactive shell that is not a login shell is started, Bash reads and executes commands from ~/.bashrc, if that file exists. This may be inhibited by using the --norc option. The --rcfile file option will force Bash to read and execute commands from file instead of ~/.bashrc.

So, typically, your ~/.bash_profile contains the line

if [ -f ~/.bashrc ]; then . ~/.bashrc; fi

after (or before) any login-specific initializations.