Born in the U.S., Alex co-founded Herbivore Botanicals in 2011 with his wife Julia Wills in their Seattle kitchen.

After struggling with eczema and finding relief through natural ingredients, he was inspired to create clean, plant-based skincare that’s as beautiful as it is effective starting with a simple soap-making kit and a passion for wellness.

inHouseAmerica Rates His Store:

★★★★

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.

inHouseAmerica Rates Her Store:

★★★★

Born in Denmark and a former Estée Lauder executive, Randi co-founded Nécessaire in 2018 to rethink body care.

She wanted to create clean, effective essentials that treat the body with the same care as the face luxurious, sustainable, and truly necessary.

inHouseAmerica Rates Her Store:

★★★★

Born in Melbourne, Bree co-founded Frank Body in 2013 after noticing women using coffee grounds as a DIY body scrub.

Inspired by the idea and craving full creative control, she and her team launched a cheeky, natural skincare brand starting with just $10K and a single coffee scrub that went viral.

inHouseAmerica Rates Her Store:

★★★★

Born in Benton Harbor, Michigan, Psyche founded Urban Hydration in 2010 after years of battling eczema and struggling to find affordable, natural skincare.

Inspired by her own journey and a desire to help others feel confident in their skin, she created a clean beauty brand that hydrates, heals, and gives back donating a gallon of water for every product sold.

inHouseAmerica Rates Her Store:

★★★★

Born in Michigan, Holly founded The Little Flower Soap Co. in 2010 after falling in love with handmade soap gifted by a college friend.

Inspired by its healing qualities and her passion for design, she turned a wedding favor idea into a thriving natural body care brand crafting small batch soaps that smell amazing and truly work.

inHouseAmerica Rates Her Store:

★★★★