Grooming products were often marketed with restrictive ideals about body hair.

Meridian Grooming launched to normalize grooming as self expression and provide safe, high quality tools for trimming anywhere on the body.

inHouseAmerica Rates His Store:

★★★★

Traditional cosmetics were marketed almost exclusively to women, leaving men underserved.

Benzekri saw an opportunity to create inclusive, subtle grooming products for men that enhance natural features without stigma.

inHouseAmerica Rates Her Store:

★★★★

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.

inHouseAmerica Rates Her Store:

★★★★

Nail care was traditionally marketed toward women, leaving men underserved.

Peres saw an opportunity to normalize manicures and nail care for men, positioning it as part of a broader self care movement.

inHouseAmerica Rates His Store:

★★★★

Most nail tools were cheaply made, disposable, and produced under questionable labor conditions.

Their tools are designed to be long lasting, repairable, and sustainable.

inHouseAmerica Rates Their Store:

★★★★

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.

inHouseAmerica Rates Her Store:

★★★★