Born in the U.S., Olamide launched Topicals in 2020 after struggling with chronic skin conditions like hyperpigmentation.

Frustrated by the lack of care for darker skin tones, she created science backed skincare that’s inclusive, effective and proudly rooted in mental health advocacy

inHouseAmerica Rates Her Store:

★★★★

Born in the U.S., Maxx dropped out of college to chase a bold vision: clean, vegan beauty with personality.

After early setbacks, he launched Truly in 2019 to fill the gap between natural ingredients and eye catching design making skincare fun, inclusive, and unapologetically colorful.

inHouseAmerica Rates His Store:

★★★★

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 Her 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.

inHouseAmerica Rates His Store:

★★★★

Born in Orange County, California, Katherine launched Versed in 2018 after years in fashion and beauty media.

Frustrated by overpriced skincare with confusing ingredients, she created Versed to deliver clean, effective products that are affordable and easy to understand for real people, every day.

inHouseAmerica Rates Her Store:

★★★★

Born in Phoenix, Arizona, Cristina struggled with acne and harsh treatments growing up.

In 1996, she founded Philosophy to bring gentle, science backed skincare into everyday routines partnering with top dermatologists to create products that heal both skin and spirit.

inHouseAmerica Rates Her Store:

★★★★