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 Her Store:
★★★★
A serial entrepreneur who wanted to make oral care more friendly, natural, and fun.
Craig launched Hello Products in 2013 after walking down a drugstore aisle and realizing that toothpaste packaging felt sterile, clinical, and even intimidating.
inHouseAmerica Rates His Store:
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.
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.
A seasoned beauty industry executive who launched the brand in 2021 to champion clean, inclusive cosmetics that empower all skin tones and types.
Her mission: make high performance, skin loving products accessible to everyone.
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.
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 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.
Born in the U.S., Beatrice founded The Honey Pot Company in 2014 after struggling with chronic bacterial vaginosis.
Inspired by a dream from her late grandmother and frustrated by the lack of natural feminine care options, she created a plant based brand to help women heal, feel confident, and take control of their wellness.
Born in the U.S., Molly founded Cora after a life-changing trip to Kenya, where she met girls missing school due to lack of menstrual products.
Driven by social justice and a desire to end period poverty, she launched Cora to offer clean, organic care while donating pads to girls in need.
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., Cherie founded Saalt in 2018 after a call with her aunt in Venezuela revealed a severe lack of period care.
Shocked by the impact on girls’ education and inspired by her five daughters, she launched Saalt to offer sustainable, reusable products and fight global period poverty.
Born in Bend, Oregon, DeAnna founded Smile Sciences in 2011 after working in dental offices and seeing the need for safe, vegan teeth whitening products that reduce sensitivity.
Her mission? Make whiter smiles affordable and gentle without compromising ethics.
Steve Shriver is the co-founder and CEO of Eco Lips, one of the first organic lip balm brands in the U.S.
He helped launch the company in 2003 with a mission to make sustainable, fair-trade lip care mainstream.
Cherrie was founded by a passionate entrepreneur in the U.S. who wanted to make beauty fun, inclusive, and affordable.
Inspired by the idea that everyone deserves to feel confident, she launched Cherrie with $1 makeup that’s bold, playful, and accessible.
Born in South Korea and raised in the U.S., Jean Baik launched Miss A in 2013 with her husband to make beauty truly affordable.
Frustrated by expensive makeup tutorials, she created a brand where everything costs just $1 no gimmicks. Her mission? To make confidence and self-expression accessible to everyone.
Born in South Korea and based in sunny San Diego, Ji Hyun Lee founded Amorus to make high-quality, cruelty-free makeup accessible to everyone.
Inspired by a love for artistry and affordability, she built the brand to empower beauty lovers with bold colors and wallet-friendly prices.
Born in Canada and trained in top beauty hubs like New York and Florida, Linda Smith launched Kara Beauty in Los Angeles in 2011.
After years in the industry from MAC to Shu Uemura she created Kara Beauty to deliver bold, high-quality makeup that’s vegan, cruelty free, and budget friendly.
Born in Sydney, Dave teamed up with Neil Midalia in 2012 to fuse fashion and wellness.
Inspired by comfort and sustainability, they launched Boody an eco-friendly basics brand made from ultra soft bamboo, designed for everyday wear with minimal impact.
Born in the U.S., Donda spent decades helping others build brands before launching Raw Sugar in 2014 at age 51.
Inspired by her passion for clean living and self care, she created the brand to offer affordable, plant based personal care that nourishes body and soul proving it’s never too late to lead with love.
Born in Michigan, Tom launched Sun Bum in 2010 from Cocoa Beach, Florida.
Tired of sticky, chemical heavy sunscreens, he created a clean, reef safe brand that captured the laid back beach vibe he loved protecting skin while celebrating sunshine and surf culture.
inHouseAmerica Rates Their Store:
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.
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.
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.
Fugardi began his career as a nuclear engineer and Navy veteran, later pivoting into real estate development and consumer tech.
Today, he leads InStyler Brands with a focus on disruptive beauty tech, overseeing strategy, operations, and partnerships.
Dalia Lange created L’ange to build a community that celebrates all hair types and textures.
Frustrated by the lack of accessible haircare education, she launched the brand to offer salon-quality tools and products that make styling expressive.
KJ Miller is the co-founder of Mented Cosmetics and a trailblazing entrepreneur in the beauty industry.
KJ Miller launched Mented with Amanda E. Johnson after a simple but powerful realization: “Why isn’t there a nude lipstick that works for us?”
Joseph Maine is a renowned celebrity and editorial stylist, known for working with brands like Ralph Lauren and appearing in Vogue.
He create a brand that makes premium hair tools and products more accessible.
