Born in the U.S., Leila founded Alleyoop after years of traveling for work and juggling a packed schedule.

Frustrated by bulky, time consuming beauty routines, she launched Alleyoop to simplify self-care with multitasking products designed to save time, space, and sanity.

inHouseAmerica Rates Her Store:

★★★★

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.

inHouseAmerica Rates Their 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 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.

inHouseAmerica Rates Her Store:

★★★★

Born in Los Angeles, Cassandra founded Kitsch in 2010 with just $30K in savings and a handmade hair tie.

Tired of beauty products that lacked intention and accessibility, she built Kitsch into a global brand offering sustainable, affordable essentials that solve real life beauty challenges with flair.

inHouseAmerica Rates Her Store:

★★★★

Born in Slaton, Texas, Jeremy Boreing launched Jeremy’s Razors in 2022 after Harry’s dropped ads from his media company, The Daily Wire, over political differences.

His goal? Create a bold, unapologetic alternative for consumers tired of “woke” brands.

inHouseAmerica Rates His Store:

★★★★