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 South Korea and raised in the U.S., Jean Baik launched Miss A in 2013 with her husband to make beauty truly affordable.

Frustrated by expensive makeup tutorials, she created a brand where everything costs just $1 no gimmicks. Her mission? To make confidence and self-expression accessible to everyone.

inHouseAmerica Rates Her Store:

★★★★

Born in Mexico and raised in the U.S., Esmeralda started selling beauty products at swap meets by age 12.

In 2016, she launched Beauty Creations to offer high-quality, affordable makeup with bold, playful packaging especially for Latinas who felt overlooked.

inHouseAmerica Rates Her Store:

★★★★

Born in South Korea and based in sunny San Diego, Ji Hyun Lee founded Amorus to make high-quality, cruelty-free makeup accessible to everyone.

Inspired by a love for artistry and affordability, she built the brand to empower beauty lovers with bold colors and wallet-friendly prices.

inHouseAmerica Rates Her Store:

★★★★

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:

★★★★

Born in Canada and trained in top beauty hubs like New York and Florida, Linda Smith launched Kara Beauty in Los Angeles in 2011.

After years in the industry from MAC to Shu Uemura she created Kara Beauty to deliver bold, high-quality makeup that’s vegan, cruelty free, and budget friendly.

inHouseAmerica Rates Her Store:

★★★★