Born in the U.S., Kitiya launched Mischo Beauty in 2013 while pregnant and searching for safe, stylish nail polish.

With a chemistry degree and beauty licenses, she created a luxe, non-toxic brand that redefined clean beauty proving safety and glamour can go hand in hand.

inHouseAmerica Rates Her Store:

★★★★

Born in South Korea and based in California, Narineh launched ella+mila in 2014 to create clean, stylish nail polish inspired by her twin daughters.

Frustrated by harsh formulas, she built a brand that’s vegan, cruelty-free, and safe for families proving beauty can be both glamorous and gentle.

inHouseAmerica Rates Her Store:

★★★★

Born in the U.S. and based on Hawai‘i Island, Dr. Lyn Lam founded Kapa Nui Nails after decades in women’s healthcare.

Shocked by the toxicity of traditional polishes, she created a clean, water-based alternative safe for pregnant women, children, and the planet.

inHouseAmerica Rates Her Store:

★★★★

Born in the U.S., Alexis launched Static Nails from her college dorm room, driven by a desire for chic, non toxic manicures that didn’t damage nails.

Frustrated by flimsy press-ons and harsh formulas, she reinvented the category creating reusable pop on nails and clean polish that changed the game.

inHouseAmerica Rates Her Store:

★★★★

Born in China and based in New York, Amy created Dear Sundays to redefine nail care as a wellness ritual.

After working in salons and seeing the toll of toxic products, she launched NYC’s first non-toxic nail studio blending clean beauty with mindfulness, including meditation manicures and self-love affirmations.

inHouseAmerica Rates Her Store:

★★★★

Born in South Korea and based in New York, Marina founded Londontown in 2012 to create nail care that’s both luxurious and clean.

Inspired by her family's botanical remedies and a desire for safer beauty, she developed a line infused with florium complex bridging heritage, wellness, and modern glam.

inHouseAmerica Rates Her Store:

★★★★