Born in the U.S. and armed with an MBA from the University of Alabama
Lauren co-founded Each & Every after working on mainstream deodorant brands like Secret and Old Spice.
Frustrated by the lack of clean, effective options, she teamed up with a product developer to launch a vegan, cruelty-free brand where every ingredient truly matters.
inHouseAmerica Rates Her Store:
★★★★
Born in Chelyabinsk, Russia, Greg founded Myro in 2017 after noticing a gap in sustainable personal care.
Inspired by consumer research during his time at Plated, he launched Myro to offer clean, refillable deodorant that’s better for you and the planet.
inHouseAmerica Rates His Store:
Born in Jamaica and Cuba, Natalie is a neuroscientist who founded Florae to bridge beauty and wellness.
After years studying brain health and facing her own textured hair challenges, she launched Florae to offer clean, science-backed haircare that celebrates diversity and supports whole-body wellness.
Born in Belgium and trained in finance, Sergio founded Dossier in 2019 after realizing luxury perfumes were overpriced and overhyped.
Inspired to strip away the fluff celebrity endorsements, fancy packaging he launched Dossier to deliver high-quality, French-made fragrances at fair prices.
Born in Miami, Florida, Michael founded ALT Fragrances in 2018 while still in college.
Frustrated by luxury perfumes priced over $400, he created ALT to offer high-quality, cruelty-free scents without the “brand tax” making luxury accessible to everyone.
Longtime friends from the U.S., Bryan and Phil founded Snif in 2020 after struggling with confusing, overpriced fragrance shopping.
With backgrounds in consulting and finance, they launched Snif to simplify scent discovery—offering clean, genderless fragrances with a try-before-you-buy twist.
Born in Houston, Texas to Thai immigrant parents, Charlie founded Charming Charlie in 2004 to bring joy and color to fashion.
Inspired by his family’s jewelry business and a love for accessories, he launched a brand known for its color coded shopping experience making style fun, affordable, and easy to explore.
Born in California, Nils founded Beautylish in 2010 after working in fashion and finance.
Frustrated by the lack of warmth and community in online beauty shopping, he launched Beautylish to blend expert curation with a personal touch creating a space where beauty feels inspiring, inclusive, and human.
Born in Manchester, UK and based in New York, Zanna co-founded Milk Makeup in 2016 while juggling life as a fashion editor, TV host, and mom of twins.
Inspired by the creative energy of Milk Studios and her fast-paced lifestyle, she helped launch a clean, vegan brand designed for multitaskers beauty that’s bold, easy, and made to move.
Born in Houston, Texas, Deepica founded Live Tinted in 2018 after her viral red lipstick hack for dark circles sparked a global conversation.
As a South Asian beauty entrepreneur, she launched the brand to celebrate all complexions and fight colorism creating clean, inclusive products inspired by real community stories.
Marla, born in Oakland, California, co-founded Bluemercury in 1999 with her husband Barry in Washington, D.C. Fueled by Marla’s love for beauty and Barry’s entrepreneurial spark.
They launched the brand to reinvent how people shop for cosmetics making expert advice and high-end products accessible in a friendly, neighborhood setting.
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.
Robbi launched Expertwhite after moving from South Africa to California and realizing that her smile didn’t match the Hollywood glow she admired.
She created Expertwhite, a line of dentist approved, vegan, cruelty free whitening gels formulated in California.
Born in the U.S., Dr. Levine is a renowned NYC prosthodontist and NYU professor who founded GLO Science to revolutionize teeth whitening.
Frustrated by painful, ineffective treatments, he invented Guided Light Optics (G.L.O.) technology creating safe, fast, and professional grade results at home.
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.
Born in the U.S., Joyce is a clinical cosmetic chemist who co-founded Dieux in 2020 to bring transparency and science to skincare.
Frustrated by misleading beauty claims, she set out to create formulas that are clinically backed, sustainably made, and truly effective.
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 the U.S., Dakota teamed up with branding pros Lach Hall and Marty Bell to launch Vacation in 2021.
Inspired by retro beach vibes and a desire to make sunscreen fun again, they created “Leisure-Enhancing SPF” that feels like a vacation in a bottle.
Born in Hong Kong and now based in Singapore, Charlotte founded Everyday Humans in 2018 after years in investment banking and startups.
Inspired by her own tanning habits and the need for clean, inclusive SPF, she created a skincare brand that makes sun protection fun, affordable, and planet-friendly.
Born in rainy Seattle, Remi was obsessed with freckles despite not having any herself.
In 2017, she launched Freck Beauty with Freck OG, the first faux freckle cosmetic, turning a childhood fascination into a bold, rule breaking brand that celebrates individuality and clean ingredients.
Born in Heidelberg, Germany and raised in the U.S., Marianna was a beauty influencer and TV host before launching Summer Fridays in 2018.
Inspired by her jet-set lifestyle and skincare struggles, she created clean, effective products that simplify routines and deliver that effortless glow.
Alex co-founded Herbivore Botanicals in 2011 with his wife Julia Wills in their Seattle kitchen.
inHouseAmerica Rates Their Store:
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
Adair is the co-founder of Tenoverten, a clean nail care brand she launched in 2010 with Nadine Abramcyk to redefine the salon experience through wellness, transparency, and minimalist beauty.
Adair helped shape Tenoverten’s product philosophy: non-toxic, vegan, and cruelty free formulas.
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.
A bio organic chemist who created the brand to offer a clean, high performance alternative to traditional nail polish.
She set out to solve a major industry problem: how to create a nail polish that dries quickly and lasts long.
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.
Founded in 2002 by a family with three generations in textile manufacturing, Bgreen was born in Rancho Dominguez, California.
Driven by a passion for sustainability and ethical production, they created ultra soft, organic basics that care for your body and the planet.
Born in the U.S., Celestial discovered Thunderpants in Portland after years of struggling with uncomfortable underwear.
In 2016, she launched Thunderpants USA to bring wedgie proof, organic cotton undies to the States blending comfort, sustainability, and playful design into every pair.
Born in Pennsylvania, Jacob launched American Trench in 2012 after spotting a classic trench coat on a London street.
Frustrated by the decline of U.S. manufacturing, he teamed up with David Neill to build a brand rooted in timeless design and American craftsmanship.
Born in Southern Indiana, Jennifer launched Classy Cozy Cool after surviving Stage 4B Hodgkin’s Lymphoma and raising her family.
Fueled by resilience and a love for fashion, she created a brand that blends comfort, style, and patriotic spirit all proudly made in the USA.
Born in Korea, Bo carved her path from film to fashion, eventually launching Mohawk General in Los Angeles.
Driven by a love for timeless design and global craftsmanship, she created a sock line that’s as curated and cool as the store itself.
Born in New York’s Hudson Valley, Heather was a fashion designer and new mom who couldn’t find shapewear that felt modern or empowering.
So she created her own launching Yummie to help women feel confident, comfortable, and stylish every day.
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 Spokane, Washington, Kohl launched Known Supply after years of building Krochet Kids intl.
His mission? To humanize fashion by connecting shoppers with the makers behind their clothes creating ethical apparel that puts people first.
Born in U.S., he co-founded Tobi in 2007 to bring fast, affordable fashion to young women online.
With background in tech and e-commerce, he built Tobi as a direct to consumer brand focused on trend driven styles and global reach from its San Francisco base.
Born in China, he founded Cupshe in 2015 after serving as CEO of Alibaba.
He launched the brand to deliver stylish, affordable swimwear to a global audience blending California inspired design with China's manufacturing power to create inclusive, trend-forward fashion at accessible prices.
Born in Montreal, Canada, Dov founded Los Angeles Apparel after his departure from American Apparel.
Known for championing U.S. based manufacturing and fair wages, he built the brand with a focus on vertical integration, ethical labor and basics made in downtown LA reviving his vision for sweatshop free fashion.
Born in the Indiana, she co-founded Lane 201 in 2015 with her brother Eric Byanski.
Inspired by their family's lake house on Lane 201, the boutique began as a local shop in Fort Wayne and quicklu grew into a thriving online brand. Jill's vision blends cozy charm with trend forward fashion offering affordable wearable.
Kylee launched ROOLEE with a once in a lifetime opportunity: the chance to buy the boutique she worked at while attending Utah State University.
She reimagined the shop into a brand that celebrates modesty, creativity, and sisterhood.
Born in U.S., he co-founded Quince to make luxury quality fashion and home goods affordable for all.
Driven by the belief that "quality shouldn't be a luxury", he build it to cut out milddlemen to reduce waste and costs.
Born in Minnesota, she co-founded Evereve in 2004 with her husband Mike after a frustrating mall shopping trip as a young mom.
Determined to create a fashion experience that empowered women, she built Evereve around acurated, contemporary styles and heartfelt service.
Born in the U.S., he founded Marshalls in 1956 with a bold idea: offer brand name fashion at lower prices by buying overstock and excess inventory.
A retail innovator, he pioneered the off price model making designer goods accessible to everyday shoppers.
Founded in 2005, Crz Yoga is a global activewear brand focused on high quality, affordable perfomance apparel for men and women.
While the company emphasizes innovation, comfort, and ethical manufacturing, it does not publicly name an individual founder.
Born in Oakland, CA, she co-founded Lulus in 1996 with her daughter Colleen Winter.
Driven by a love for easthetics and culture, Cannon built Lulus to offer affordable, trend forward styles with touch of luxury.
She took over the brand after working in fashion at Kate Spade and brought a modern, elevated approach to maternity wear.
Her vision was to create stylish, comfortable, and nursing-friendly pieces that women could wear through pregnancy and beyond.
