Born in Chelyabinsk, Russia, Greg founded Myro in 2017 after noticing a gap in sustainable personal care.
Inspired by consumer research during his time at Plated, he launched Myro to offer clean, refillable deodorant that’s better for you and the planet.
inHouseAmerica Rates Her Store:
★★★★
Born in New York and a Cornell grad, Julian co-founded Twice in 2018 after a life-changing dental mission in the Bahamas.
Inspired by the power of a smile and the lack of clean oral care options, he teamed up with his brother and Lenny Kravitz to create toothpaste that’s effective, sustainable, and gives back.
inHouseAmerica Rates His Store:
Born in the U.S. and with a background in finance, Kori co-founded RiseWell after facing fertility challenges.
Advised to avoid endocrine disruptors, she discovered that most oral care products were packed with harmful ingredients.
With help from her dentist brother, she launched RiseWell to create safe, science-backed toothpaste using hydroxyapatite a mineral that naturally strengthens teeth.
Born in Hamilton, Ontario to Indian parents.
He founded Function of Beauty to revolutionize the beauty industry with personalized haircare.
His solution was to build a tech-driven company that lets customers create custom formulas tailored to their unique hair goals.
Courtney launched Lake & Skye after experiencing a health crisis in her 20s that led her to explore holistic healing.
The brand was born when she had her first daughter and wanted to craft products that were both intentional and healing.
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.
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.
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.
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.
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.
Born in Russia and educated at Columbia University, Maria co-founded Athena Club to simplify women’s lives.
Frustrated by overpriced, inconvenient period care, she teamed up with Allie Griswold to launch a brand that delivers high-quality, affordable products no taboos, no hassle.
Georgina was frustrated by the “pink tax” the markup on products marketed to women and the sterile, male dominated tone of the shaving industry.
She teamed up with fellow entrepreneur Jason Bravman to create Billie: a female first, unapologetically inclusive shaving brand.
Born and raised in the U.S., Allie and Brittania launched Flamingo after working at Harry’s, a men’s grooming brand.
Seeing millions of women using products not designed for them, they created Flamingo to offer high-quality, no nonsense body care made for women, by women.
Born in Brooklyn and raised in Guyana, Karen founded Oui the People to challenge beauty standards and celebrate real skin.
Inspired by her family's body care rituals and frustrated by poor shaving options for women, she launched the brand with just $1,500 creating inclusive, luxurious products that honor self love over perfection.
Miki a serial entrepreneur known for tackling taboo topics, launched Thinx with her twin sister Radha and friend Antonia after realizing how outdated and stigmatized period products were.
Their goal: create leak proof, stylish underwear that replaces pads and tampons.
Born in the U.S., Nadya co-founded August in 2020 to challenge period stigma and offer sustainable, inclusive care.
After years of advocacy and launching the nonprofit PERIOD at age 16, she built August as a Gen Z-powered brand that reimagines menstruation with dignity and transparency.
Born in the U.S., Dr. Levine is a renowned NYC prosthodontist and NYU professor who founded GLO Science to revolutionize teeth whitening.
Frustrated by painful, ineffective treatments, he invented Guided Light Optics (G.L.O.) technology creating safe, fast, and professional grade results at home.
Born in the U.S., Joyce is a clinical cosmetic chemist who co-founded Dieux in 2020 to bring transparency and science to skincare.
Frustrated by misleading beauty claims, she set out to create formulas that are clinically backed, sustainably made, and truly effective.
Raised on a beekeeping farm, Kate was inspired by nature’s healing power.
After working in product development and serving in the Peace Corps, she launched Babo Botanicals in 2010 to create safe, plant based skincare for families naming it after her son’s beloved bunny, “Babo”.
Marina launched Wonderskin during the pandemic, inspired by the need for low maintenance, high performance beauty that could survive masks, Zoom calls, and long days.
Her background in product development and branding helped her create the brand’s viral hit: the Wonder Blading lip stain.
Born in the U.S., Julie was a beauty editor who battled acne despite access to top treatments.
In 2019, she launched Starface to flip the script turning breakouts into bold self-expression and helping people feel proud of their skin, stars and all.
inHouseAmerica Rates Their Store:
Born in Russia and raised in Boston, Lev co-founded Fresh in 1991 after struggling to find beauty products that felt as good as they worked.
Inspired by global rituals and sensory experiences, he launched Fresh to blend natural ingredients with indulgent design starting with hand wrapped soaps and growing into a cult skincare brand.
Adair is the co-founder of Tenoverten, a clean nail care brand she launched in 2010 with Nadine Abramcyk to redefine the salon experience through wellness, transparency, and minimalist beauty.
Adair helped shape Tenoverten’s product philosophy: non-toxic, vegan, and cruelty free formulas.
Born in South Korea and raised in the U.S., John launched Earth Therapeutics in 1993 after leaving a law career to help grow his family’s importing business.
What started with loofah sponges became a trusted brand for eco friendly, affordable self-care—rooted in healing, quality, and K-beauty innovation.
Marla, born in Oakland, California, and Barry co-founded Bluemercury in 1999 in Washington, D.C.
Frustrated by the lack of expert driven beauty retail, they launched the brand to blend luxury skincare with personalized service creating a trusted destination for high-performance products and honest advice.
Born in Manila, Philippines, he co-founded Akira in 2002 with Erikka Wang and Eric Hsueh.
A former nurse turned fashion entrepreneur, he helped grow the brand from a single boutique in Chicago's Bucktown neighborhood into a multi store chain and global e-commerce site.
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.
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.
Born in the U.S., Michelle launched LIVELY in 2016 after working at Victoria’s Secret and seeing a gap in the lingerie market.
She created a new category called “Leisurée” blending comfort, style, and confidence to empower women through community driven, feel good intimates.
Marissa (from Boulder, CO) and Lauren (raised in NYC) met at Penn and bonded over fashion.
After years in corporate jobs, they launched Negative in 2014 to reinvent underwear creating minimalist, high-comfort pieces that women actually want to wear.
Born in the U.S., David was inspired to start Bombas in 2013 after learning that socks are the most requested item in homeless shelters.
He teamed up with Randy Goldberg to create ultra comfy socks and built a brand that donates a pair for every one sold.
Born in the U.S. to Colombian immigrant parents, Cami dropped out of Columbia University to launch Parade in 2019.
Frustrated by outdated beauty standards, she built a bold, inclusive underwear brand that celebrates self expression, sustainability, and radical comfort.
Born in New York’s Hudson Valley, Heather was a fashion designer and new mom who couldn’t find shapewear that felt modern or empowering.
So she created her own launching Yummie to help women feel confident, comfortable, and stylish every day.
Born in Atlanta, Cameron launched Kitty and Vibe in 2018 after a frustrating swimsuit shopping experience.
Tired of inconsistent sizing and negative body messaging, she created a brand that celebrates self love with inclusive fits, curated playlists, and good vibes in every package.
Born in the U.S., Lydia co-founded Dia & Co in 2014 to revolutionize plus size fashion.
Frustrated by the lack of stylish options for the majority of American women, she teamed up with Nadia Boujarwah to create a brand that celebrates size inclusivity and personal style.
Born in New York City, co-founded fashion to figure to bring stylish and trend driven clothing to plus size women.
Insipired by his great grandmother who pioneered inclusive fashion.
Born in South Salem, New York, Indie launched her clean skincare brand after surviving a life threatening brain tumor linked to environmental toxins.
In 2009, she turned her wake up call into a mission creating chic, eco-friendly products that prove wellness and beauty can go hand in hand.
Born in the U.S., Emmy and Leigh launched BLANKNYC in 2007 to deliver premium style denim without the premium price tag.
Frustrated by overpriced jeans, they built a brand known for edgy fits, vegan leather, and downtown cool vibes all under $100.
Nick was inspired by the traditional rope soled espadrilles he wore growing up on the Spanish coast.
The brand blends Mediterranean heritage with modern design, offering laid back footwear and apparel that channel endless summer vibes.
Dream Pairs was founded in 2009 to offer stylish, affordable shoes for all ages.
While the founder isn't publicly named, the brand quickly rose to become a top seller on Amazon, known for blending fashion with comfort.
