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What she is doing with her skin care and cosmetics line beauty counter. >> i started beauty counter because i had become impassioned with the environmental health movement. >> reporter: after watching the documentary "an inconvenient truth" she became concerned with everyday dangers in our environment. >> we were being exposed to toxic chellicals through our personal care and cosmetic products. >> reporter: while hoping to elevate the standard of safety in her home the mother of three discovered startling facts about the skin care and cosmetics industry. >> we have not passed a federal law reg...

♪ >> hi everyone. i'm j.j. ramburg and welcome to "your business" where we will spend the next half hour exploring the world of small business. over the years we've heard our fair share of business owners complain about too much government regulation but one entrepreneur is doing the exact opposite. she spent time in washington lobbying for more rules around her industry deeply concerned about the toxins she says we're using in our everyday products she started her own cosmetics and skin care line and wants others to copy the way she's doing things. ♪ >> as women, when we lock arms we deci...

Brushes, she has built a you multimillion dollar business by encouraging customers to put their best face forward. >> i starred behind a cosmetic counter in richmond, virginia. and i knew that i had the ability very, very young to make women look fabulous. and so many people that i worked with had that same ability. so what i had to do is i had to find a way to set myself apart. what i started doing is teaching women how to apply their makeup. so that was my first point of difference and with that, i became an instant success. to start a business when you're competing against these huge giants...

And i knew that i had the ability very, very young, to make women look fabulous. and so many people that i work with had that same ability. so what i had to do is i had to find a way to set myself apart. what i started doing is teaching women how to apply their makeup. so that was my first point of difference. and with that i became an instant success. start a business when you're competing against these huge giants in cosmetics, it's not easy so you really have to look at your point of difference. what are you going to have that they don't have. i had these fabulous makeup brushes that i had ...