A British model, entrepreneur, and body positivity advocate who launched the brand to redefine beauty through inclusivity, clean ingredients, and sensory self care.
Her goal? Build a brand that celebrates all bodies, all skin tones, and all genders.
inHouseAmerica Rates Her Store:
★★★★
A serial entrepreneur who wanted to make oral care more friendly, natural, and fun.
Craig launched Hello Products in 2013 after walking down a drugstore aisle and realizing that toothpaste packaging felt sterile, clinical, and even intimidating.
inHouseAmerica Rates His Store:
Jen is one of the most influential hairstylists in the world, known for working with the Kardashians and Jennifer Lopez.
She built the brand to bring effortless, elevated haircare to real people not just red carpets.
Courtney launched Lake & Skye after experiencing a health crisis in her 20s that led her to explore holistic healing.
The brand was born when she had her first daughter and wanted to craft products that were both intentional and healing.
A seasoned beauty industry executive who launched the brand in 2021 to champion clean, inclusive cosmetics that empower all skin tones and types.
Her mission: make high performance, skin loving products accessible to everyone.
Born in the U.S., Donda spent decades helping others build brands before launching Raw Sugar in 2014 at age 51.
Inspired by her passion for clean living and self care, she created the brand to offer affordable and plant based personal care.
Georgina was frustrated by the โpink taxโ the markup on products marketed to women and the sterile, male dominated tone of the shaving industry.
She teamed up with fellow entrepreneur Jason Bravman to create Billie: a female first, unapologetically inclusive shaving brand.
Miki a serial entrepreneur known for tackling taboo topics, launched Thinx with her twin sister Radha and friend Antonia after realizing how outdated and stigmatized period products were.
Their goal: create leak proof, stylish underwear that replaces pads and tampons.
Robbi launched Expertwhite after moving from South Africa to California and realizing that her smile didnโt match the Hollywood glow she admired.
She created Expertwhite, a line of dentist approved, vegan, cruelty free whitening gels formulated in California.
Born in Houston, Texas, Deepica founded Live Tinted in 2018 after her viral red lipstick hack for dark circles sparked a global conversation.
As a South Asian beauty entrepreneur, she launched the brand to celebrate all complexions and fight colorism creating clean, inclusive products inspired by real community stories.
A veteran of the luxury beauty industry who launched her namesake brand to serve women over 40 with high performance, age conscious skincare and makeup.
The brand is built around the idea that beauty should be rewarding, not reductive.
Born in Michigan, Tom launched Sun Bum in 2010 from Cocoa Beach, Florida.
Tired of sticky, chemical heavy sunscreens, he created a clean, reef safe brand that captured the laid back beach vibe he loved protecting skin while celebrating sunshine and surf culture.
Marina launched Wonderskin during the pandemic, inspired by the need for low maintenance, high performance beauty that could survive masks, Zoom calls, and long days.
Her background in product development and branding helped her create the brandโs viral hit: the Wonder Blading lip stain.
Steve Shriver is the co-founder and CEO of Eco Lips, one of the first organic lip balm brands in the U.S.
He helped launch the company in 2003 with a mission to make sustainable, fair-trade lip care mainstream.
Alex co-founded Herbivore Botanicals in 2011 with his wife Julia Wills in their Seattle kitchen.
After struggling with eczema and finding relief through natural ingredients, he was inspired to create clean, plant-based skincare thatโs as beautiful as it is effective starting with a simple soap-making kit and a passion for wellness.
Adair is the co-founder of Tenoverten, a clean nail care brand she launched in 2010 with Nadine Abramcyk to redefine the salon experience through wellness, transparency, and minimalist beauty.
Adair helped shape Tenovertenโs product philosophy: non-toxic, vegan, and cruelty free formulas.
A bio organic chemist who created the brand to offer a clean, high performance alternative to traditional nail polish.
She set out to solve a major industry problem: how to create a nail polish that dries quickly and lasts long.
Born in the U.S. to Colombian immigrant parents, Cami dropped out of Columbia University to launch Parade in 2019.
Frustrated by outdated beauty standards, she built a bold, inclusive underwear brand that celebrates self expression, sustainability, and radical comfort.
Born in Sydney, Dave teamed up with Neil Midalia in 2012 to fuse fashion and wellness.
Inspired by comfort and sustainability, they launched Boody an eco-friendly basics brand made from ultra soft bamboo, designed for everyday wear with minimal impact.
Born in the U.S., David was inspired to start Bombas in 2013 after learning that socks are the most requested item in homeless shelters.
He teamed up with Randy Goldberg to create ultra comfy socks and built a brand that donates a pair for every one sold.
Aristelle is a lingerie boutique founded in 2012 and owned by Ashley Tucci since 2019.
She expanded its mission to offer inclusive bra fitting and intimate apparel that helps women feel confident and comfortable.
Chelsea launched Toast Swim with a vision of slow fashion rooted in intention and ease.
Drawing from her background in design and her love for the ocean, she built a brand that offers minimalist silhouettes made from recycled materials.
Two longtime friends who wanted to create stylish, bra free loungewear that women could feel confident wearing whether relaxing at home or answering the door.
Their solution was a line of eco-friendly, soft, and structured pieces designed with JJwinksโ signature โLight Hugโ.
inHouseAmerica Rates Their Store:
Born in South Korea and raised in the U.S., Kyong Lee and her siblings launched Francescaโs in Houston in 1999.
Inspired by the charm of curated boutiques, they built a fashion brand focused on unique finds, personal style, and an unforgettable in store experience.
Diana launched Red Dress Boutique with a dream of making fashion fun, accessible, and empowering.
Inspired by vintage glamour and Southern charm, she curated a collection of affordable, trend forward pieces that helped women feel confident and stylish without breaking the bank.
Ashley launched Impressions as a way to bring stylish, accessible fashion to women across the U.S., starting with a small online storefront and a big vision.
She built the brand around daily new arrivals, curated collections, and standout customer service.
Born in Tennessee, Rachel launched Chic Soul to bring trendy, size-inclusive fashion to curvy women.
Frustrated by the lack of flattering styles in mainstream retail, she built an online boutique that celebrates body positivity with Southern charm and bold confidence.
Tori transformed a side hustle into one of Americaโs fastest growing online fashion boutiques by combining affordable style with community driven branding.
Her vision was simple: offer trend driven fashion at prices that feel just right.
Born in Southern Indiana, Jennifer launched Classy Cozy Cool after surviving Stage 4B Hodgkinโs Lymphoma and raising her family.
Fueled by resilience and a love for fashion, she created a brand that blends comfort, style, and patriotic spirit all proudly made in the USA.
Kylee launched ROOLEE with a once in a lifetime opportunity: the chance to buy the boutique she worked at while attending Utah State University.
She reimagined the shop into a brand that celebrates modesty, creativity, and sisterhood.
Born in Manila, Philippines, he co-founded Akira in 2002 with Erikka Wang and Eric Hsueh.
A former nurse turned fashion entrepreneur, he helped grow the brand from a single boutique in Chicago's Bucktown neighborhood into a multi store chain and global e-commerce site.
They launched Baltic Born after noticing a gap in the fashion industry: styles that didnโt grow with women, sizes that excluded friends from bridal parties, and silhouettes that looked good online but didnโt move with real life.
Quang is the co-founder and CEO of Girlfriend Collective, the sustainable activewear brand he launched with his wife, Ellie Dinh.
He and Ellie saw a gap in the activewear market: a lack of sustainable, ethically made, and size inclusive options.
Born in Utah, she founded SexyModest Boutique to offer fashion that's both stylish and conservative.
A former TV host and mother of five, she launched the brand with her husband Jason to empower women through confidence boosting modest clothing.
Born in U.S., he co-founded Tobi in 2007 to bring fast, affordable fashion to young women online.
With background in tech and e-commerce, he built Tobi as a direct to consumer brand focused on trend driven styles and global reach from its San Francisco base.
Born in the U.S., Heidi left her job at Google in 2013 after struggling to find bras that fit well and felt good.
She launched ThirdLove to create inclusive, data driven lingerie introducing half cup sizes and redefining comfort for women everywhere.
Aybรผke launched ACTA with a bold vision to create premium activewear that empowers movement and independence.
She designed pieces that combine luxury aesthetics with technical functionality from water and stain repellency to UV protection and antibacterial properties.
Born in U.S., he co-founded Quince to make luxury quality fashion and home goods affordable for all.
Driven by the belief that "quality shouldn't be a luxury", he build it to cut out milddlemen to reduce waste and costs.
He founded Azazie in 2014 after a deeply personal experience reshaped his view of bridalwear.
When his wife struggled to find an affordable wedding gown in the U.S., that moment sparked his mission, to make custom fit bridal fashion at an affordable price.
Lizzie co-founded Modern Citizen with Jessica Lee, bringing her deep experience in fashion merchandising and private label development.
She is instrumental in curating the brandโs minimalist, luxury meets accessibility aesthetic, and overseeing product development.
She took over the brand after working in fashion at Kate Spade and brought a modern, elevated approach to maternity wear.
Her vision was to create stylish, comfortable, and nursing-friendly pieces that women could wear through pregnancy and beyond.
Born in Oakland, CA, she co-founded Lulus in 1996 with her daughter Colleen Winter.
Driven by a love for easthetics and culture, Cannon built Lulus to offer affordable, trend forward styles with touch of luxury.
Annah's passion for lingerie wasn't just aesthetic it was emotional. She believed that the right intimates could uplift a woman's confidence and comfort.
With Benny's support, she launched Honeydew Intimates to reflect her personal style and playfulness.
Born in the U.S., he founded Marshalls in 1956 with a bold idea: offer brand name fashion at lower prices by buying overstock and excess inventory.
A retail innovator, he pioneered the off price model making designer goods accessible to everyday shoppers.
Moise launched Splendid after spending nearly 10 years perfecting a fabric blend that felt like a second skin.
What began as a quest for the ultimate T-shirt evolved into a full lifestyle brand.
Ashley launched Lunya after a moment of self-reflection, she caught a glimpse of herself in the mirror wearing her husbandโs oversized sleepwear and thought, โI deserve better.โ
That spark led to the creation of Lunya, a luxury sleepwear brand designed for the modern woman.
Bianca is the co-founder of Birdies, a footwear brand she launched with Marisa Sharkey to reinvent the slipper as a stylish, supportive shoe for home and beyond.
The idea for Birdies came from her own frustration, hosting guests at home while wearing frumpy slippers.
Born in New York City, co-founded fashion to figure to bring stylish and trend driven clothing to plus size women.
Insipired by his great grandmother who pioneered inclusive fashion.
Nick was inspired by the traditional rope soled espadrilles he wore growing up on the Spanish coast.
The brand blends Mediterranean heritage with modern design, offering laid back footwear and apparel that channel endless summer vibes.
Fernando is the co-founder and Chief Creative Officer of Cariuma, the sustainable sneaker brand he launched with David Python to bring Brazilian craftsmanship and skate culture into the global footwear scene.
His work reflects a commitment to ethical production, regenerative practices, and global style with local soul.
Toms Shoes was founded in 2006 by Blake, an American entrepreneur.
He launched the brand after witnessing children in Argentina without shoes and created the "One for One" model donating a pair for every pair sold.
Brandon is the co-founder and lead designer of Clearweather, a brand he launched with his brother Josh Brubaker after decades working for major footwear companies.
He and his brother Josh left their jobs to build Clearweather, a brand that would reflect their own design sensibilities and cultural roots.
Petteri and his co-founders launched Oura after recognizing a major gap in consumer health tech, no device truly measured how the body recharges overnight.
Their mission is to revolutionize personal health through wearable technology focused on sleep and recovery.
Therabody was founded by Dr. Jason Wersland, born from his personal quest to relieve pain after a traumatic motorcycle accident.
What began as a DIY device evolved into a global wellness brand that redefined recovery.
Bill an Air Force veteran and former General Motors industrial engineer, discovered CrossFit and quickly became frustrated by the lack of a one stop shop for gym equipment.
He launched Rogue Fitness to solve that problem initially selling jump ropes and plyo boxes out of his garage.
Tiffany launched Chunks from her basement in Seattle after feeling burnt out from her earlier venture dyeing ombrรฉ tights.
She wanted a business that could grow without sacrificing creativity or values.
Corinne Prevotโs journey began with a single hat and a sewing machine.
Encouraged by her mom, Margie, she turned her love of skiing and design into Skida, a women owned brand known for its playful prints.
Andy is the co-founder and CEO of TOTEM Branding, widely recognized as one of the worldโs leading experts in branding.
Often referred to as โMr. Branding,โ he has spent over 25 years shaping how brands connect with people across five continents.
Marcus launched Threaded Pear after nearly two decades in executive roles across operations, sales, and marketing.
He saw an opportunity to create a boutique-style brand that could scale through innovative eCommerce strategy and trend driven merchandising.
Jelt Belt was founded by Jennifer, inspired by her love for the outdoors and a desire to create a belt that was functional, sustainable, and stylish.
Frustrated by sagging jeans and bulky buckles, she envisioned a belt that could hold up pants, stay invisible under clothes.
Shabeena is the co-founder and creative director of BREDA, the Dallas-based watch brand she launched with her brother Amir Meghani.
Together, they represent the third generation of a family deeply rooted in the watchmaking industry.
Jake Kassan dropped out of college at 21 to launch MVMT, a direct to consumer watch brand that raised $290K on Indiegogo and went on to sell millions of minimalist timepieces.
With a knack for storytelling and social media, Jake built MVMT into a global lifestyle brand.
Chase was fresh out of San Diego State University and working as a surf coach when he wore a pair of neon green โbeaterโ sunglasses to a nightclub.
That moment sparked an idea to create stylish, affordable sunglasses that didnโt blend in.
Gigi Pip was co-founded by Ginger and her husband Jon Parrish, with a mission to create high quality, fashion forward hats for women celebrating the many โhatsโ they wear in life.
Their goal is to create elevated, confidence boosting hats for women, designed with intention and built to last.
KJ Miller is the co-founder of Mented Cosmetics and a trailblazing entrepreneur in the beauty industry.
KJ Miller launched Mented with Amanda E. Johnson after a simple but powerful realization: โWhy isnโt there a nude lipstick that works for us?โ
Jane launched the brand with a vision to create high performance, salon quality haircare thatโs fun, affordable, and ethically made.
Under her leadership, Eva NYC became known for its vibrant packaging, vegan formulas, and commitment to sustainability.
Denise became President & CEO of Sally Beauty Holdings in October 2021, bringing decades of financial and retail leadership to one of the worldโs largest beauty supply chains.
She stepped into the CEO role with a clear mission to modernize operations, elevate the customer experience, and drive digital transformation.
Liliana is the co-founder and creative director of KAANAS, the globally inspired footwear brand she launched with her three sisters.
She leads product development and design, incorporating global influences and traditional craftsmanship.
