Born in Belgium and trained in finance, Sergio founded Dossier in 2019 after realizing luxury perfumes were overpriced and overhyped.

Inspired to strip away the fluff celebrity endorsements, fancy packaging he launched Dossier to deliver high-quality, French-made fragrances at fair prices.

inHouseAmerica Rates His Store:

★★★★

Born in Miami, Florida, Michael founded ALT Fragrances in 2018 while still in college.

Frustrated by luxury perfumes priced over $400, he created ALT to offer high-quality, cruelty-free scents without the “brand tax” making luxury accessible to everyone.

inHouseAmerica Rates His Store:

★★★★

Longtime friends from the U.S., Bryan and Phil founded Snif in 2020 after struggling with confusing, overpriced fragrance shopping.

With backgrounds in consulting and finance, they launched Snif to simplify scent discovery—offering clean, genderless fragrances with a try-before-you-buy twist.

inHouseAmerica Rates Their Store:

★★★★

Born in Texas and raised partly in Seoul, Chriselle is a fashion influencer who acquired Phlur in 2021 during a personal turning point.

Inspired by scent’s emotional power especially during her divorce she relaunched the brand to tell stories through fragrance, starting with the viral hit Missing Person.

inHouseAmerica Rates Her Store:

★★★★

Born in the U.S., Danielle founded Lavanila in 2007 after struggling with allergies to traditional perfumes and wanting safer products for her daughters.

She teamed up with natural chemists to create clean, non-toxic fragrances launching the world’s first healthy perfume made with sugar-based alcohol and essential oils.

inHouseAmerica Rates Her Store:

★★★★

Born in Houston, Texas to Thai immigrant parents, Charlie founded Charming Charlie in 2004 to bring joy and color to fashion.

Inspired by his family’s jewelry business and a love for accessories, he launched a brand known for its color coded shopping experience making style fun, affordable, and easy to explore.

inHouseAmerica Rates His Store:

★★★★