During her work as a makeup artist and esthetician, Asia Schulz always wondered about the ingredients in the makeup and other products she was using. She got an eye-opening answer to her question when she attended the Not Just a Pretty Face–The Ugly Side of the Beauty Industry book tour. The exposé on the American beauty industry reveals only 11 percent of chemicals used in cosmetics have been assessed for human health effects. Many contain toxic ingredients linked to cancer, infertility and other health issues.

“After reading the book, I started throwing things out at home. It was upsetting to learn there isn’t enough regulation. A lot of ingredients in products are harmful, the research is clear,” says Asia.

Asia not only made changes at home, she started spreading the word “I told everyone I knew.” She didn’t stop there. Within a month after reading Not Just a Pretty Face, Asia co-founded a natural skincare and cosmetics business.

“I knew I had to do something about this. People need better options–that’s why I started my own business.” The Minnesota based company, Enuva, makes products free of synthetic fragrances, phthalates and other harmful ingredients.

As a new business owner, Asia is passionate about educating the public and offering healthy alternatives, “Consumers have a lot of power. They need to demand better regulations and products.”