Born and raised in California, Amy Liu spent over 15 years in the beauty industry before launching Tower 28 in 2019.

Struggling with eczema herself, she created the brand to offer clean, fun, and effective products for sensitive skin proving that beauty can be inclusive and skin friendly.

inHouseAmerica Rates Her Store:

★★★★

Cherrie was founded by a passionate entrepreneur in the U.S. who wanted to make beauty fun, inclusive, and affordable.

Inspired by the idea that everyone deserves to feel confident, she launched Cherrie with $1 makeup that’s bold, playful, and accessible.

inHouseAmerica Rates Their Store:

★★★★

Born in Wilton, Connecticut, Emily launched Glossier in 2014 after building a loyal following with her beauty blog Into the Gloss.

Frustrated by brands that ignored real people’s routines, she created Glossier to offer minimalist, user inspired products that celebrate natural beauty and community driven design.

inHouseAmerica Rates Her Store:

★★★★

Born in Heidelberg, Germany and raised in the U.S., Marianna was a beauty influencer and TV host before launching Summer Fridays in 2018.

Inspired by her jet-set lifestyle and skincare struggles, she created clean, effective products that simplify routines and deliver that effortless glow.

inHouseAmerica Rates Her Store:

★★★★

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, plant based personal care that nourishes body and soul proving it’s never too late to lead with love.

inHouseAmerica Rates Her Store:

★★★★

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.

inHouseAmerica Rates His Store:

★★★★