Born in Pakistan and raised in the U.S.
Moiz founded Native in 2015 after spotting a long list of unpronounceable ingredients on a deodorant label.
That moment sparked a mission: to create clean, effective deodorant with ingredients people actually understand.
inHouseAmerica Rates Her Store:
★★★★
A British model, entrepreneur, and body positivity advocate who launched the brand to redefine beauty through inclusivity, clean ingredients, and sensory self care.
Her goal? Build a brand that celebrates all bodies, all skin tones, and all genders.
inHouseAmerica Rates His Store:
Born in Minnetonka, Minnesota, Shannon is an OB-GYN who founded Lume in 2017 after seeing women misdiagnosed for odor issues that weren’t infections.
She created Lume as a science-backed, whole body deodorant to tackle odor at its source without shame, and without harsh chemicals.
Born in California and a Boston University grad, Sarah launched Curie in 2018 with just $12,000 of her own savings.
Tired of chemical-filled deodorants that didn’t work, she set out to create clean, effective products starting with aluminum-free deodorant that actually delivers.
Born in the U.S. and trained as a cosmetic chemist, Melissa co-founded Hume Supernatural in 2020 to reinvent deodorant.
After years in traditional beauty companies, she wanted cleaner, microbiome-friendly formulas that actually work without harsh chemicals or compromise.
Born in Minnesota, Eric founded Davids in 2015 after questioning the ingredients in his toothpaste.
What started as curiosity turned into a four year obsession to create a clean, effective, and sustainable alternative crafted with naturally sourced ingredients and proudly made in the USA.
Born in Tokyo, Japan, Dr. Nakamoto is a dentist and nutritional biochemist who spent decades researching dental health.
After discovering a cacao-based compound that strengthens enamel, he founded Theodent to offer a safe, fluoride-free alternative powered by science and inspired by chocolate.
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 Phoenix, Arizona, Josh founded Snow in 2017 after jaw surgery sparked his interest in oral care.
Frustrated by the lack of stylish, effective whitening options, he created Snow to bring high-performance, tech-powered dental care into people’s homes with a smile that shines like never before.
Born and raised in Arizona, Amber founded Dae Hair in 2020 after moving back from New York and falling in love with the desert’s beauty.
Inspired by sunsets, citrus, and botanicals, she created Dae to bring clean, desert-inspired haircare into daily routines from dawn to dusk.
Born in the U.S. and a former marketing exec at PepsiCo, Kathryn founded Hally Hair after witnessing a botched at home dye job.
Inspired to make hair color fun, clean, and easy, she launched Hally the first ammonia-free foam dye so everyone can express themselves confidently, without harsh chemicals.
Born in Perth, Australia, Maeva grew up helping in her mom’s African braiding salon.
After ditching chemical relaxers and struggling to find clean products for her natural hair, she launched Bread Beauty Supply to simplify wash day and celebrate textured hair with fun, effective essentials.
Born in Brandon, Mississippi, Sid launched his namesake menswear brand in 2007 after designing for icons like J.Crew, Ralph Lauren, and Tommy Hilfiger.
With a love for classic style and Southern hospitality, he set out to create a space where great clothes and great service go hand in hand.
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.
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 in San Mateo, California, Katja founded Kaja Beauty in 2018 to bring playful, K-beauty-inspired products to the U.S. market.
Her goal? To simplify makeup with fun, bite sized formats that celebrate all skin tones making beauty feel joyful, effortless, and inclusive.
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 and plant based personal care.
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.
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.
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.
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 Their 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.
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.
Born in the U.S., Katie founded Viv for Your V in 2019 after a college class project sparked her passion for sustainable period care.
Frustrated by the lack of eco-friendly, toxin-free options, she launched Viv to make menstrual products that are safe, stylish, and kind to the planet.
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 Spartanburg, South Carolina, Kayla founded The Whitening Store in 2011 to offer high-quality, affordable teeth whitening products.
Inspired by her passion for beauty and entrepreneurship, she built the brand to make professional-grade dental care accessible to everyone.
Born in Paris, France, Carine Roitfeld is a legendary fashion editor turned entrepreneur.
In 2018, she founded Zimba, an oral care brand based in Boca Raton, USA, to bring affordable, natural teeth whitening to everyone blending beauty, wellness, and accessibility.
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 and raised in California, Amy Liu spent over 15 years in the beauty industry before launching Tower 28 in 2019.
Struggling with eczema herself, she created the brand to offer clean, fun, and effective products for sensitive skin proving that beauty can be inclusive and skin friendly.
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.
Born in the U.S., Priscilla left Wall Street to tackle her own struggles with hormonal acne.
In 2015, she founded Cocokind to offer clean, affordable skincare powered by organic ingredients designed to nourish skin and boost self-confidence.
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.
After both of his parents were diagnosed with melanoma, Chris born and raised in the U.S. was inspired to create a sunscreen people would actually want to wear.
Living in sunny California, he launched COOLA to offer organic, feel-good SPF that blends sun safety with a laid back lifestyle vibe.
After working in a National Institutes of Health lab studying toxic chemicals in consumer products, Kevin founded Thinksun to create safer alternatives starting with baby sunscreen.
Motivated by the widespread use of harmful ingredients like BPA, he built a brand focused on clean, science backed sun protection for all ages.
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”.
Born in the U.S., Chris launched Patchology in 2014 after years in consumer product startups and brand building.
Inspired by medical patch technology, he created fast-acting skincare that delivers real results designed for busy lives and modern routines.
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.
Born in Wilton, Connecticut, Emily launched Glossier in 2014 after building a loyal following with her beauty blog Into the Gloss.
Frustrated by brands that ignored real people’s routines, she created Glossier to offer minimalist, user inspired products that celebrate natural beauty and community driven design.
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.
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.
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.
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 South Korea and based in California, Narineh launched ella+mila in 2014 to create clean, stylish nail polish inspired by her twin daughters.
Frustrated by harsh formulas, she built a brand that’s vegan, cruelty-free, and safe for families proving beauty can be both glamorous and gentle.
Born in the U.S. and based on Hawai‘i Island, Dr. Lyn Lam founded Kapa Nui Nails after decades in women’s healthcare.
Shocked by the toxicity of traditional polishes, she created a clean, water-based alternative safe for pregnant women, children, and the planet.
