Born in California, Nils founded Beautylish in 2010 after working in fashion and finance.

Frustrated by the lack of warmth and community in online beauty shopping, he launched Beautylish to blend expert curation with a personal touch creating a space where beauty feels inspiring, inclusive, and human.

inHouseAmerica Rates His Store:

★★★★

Born in Manchester, UK and based in New York, Zanna co-founded Milk Makeup in 2016 while juggling life as a fashion editor, TV host, and mom of twins.

Inspired by the creative energy of Milk Studios and her fast-paced lifestyle, she helped launch a clean, vegan brand designed for multitaskers beauty that’s bold, easy, and made to move.

inHouseAmerica Rates Her Store:

★★★★

Born in New Zealand and based in Pittsburgh, Rachel founded Subtl Beauty in 2018 after a “just-in-case” overnight bag turned into a bulky mess.

She wanted a compact, stackable makeup kit that fit her fast-paced life and couldn’t find one. So she built it herself: clean, portable beauty that goes wherever you do.

inHouseAmerica Rates Her Store:

★★★★

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.

inHouseAmerica Rates Her Store:

★★★★

Marla, born in Oakland, California, co-founded Bluemercury in 1999 with her husband Barry in Washington, D.C. Fueled by Marla’s love for beauty and Barry’s entrepreneurial spark.

They launched the brand to reinvent how people shop for cosmetics making expert advice and high-end products accessible in a friendly, neighborhood setting.

inHouseAmerica Rates Their Store:

★★★★

Born in San Mateo, California, Katja founded Kaja Beauty in 2018 to bring playful, K-beauty-inspired products to the U.S. market.

Her goal? To simplify makeup with fun, bite sized formats that celebrate all skin tones making beauty feel joyful, effortless, and inclusive.

inHouseAmerica Rates Her Store:

★★★★