MESA, AZ -- Sexually overt messages on makeup brands targeted at young girls turned three women into entrepreneurs overnight.
Sara Buntrock, Molly Decrow and Amy Mannes took a leap of faith in a slow economy to stay true to their values, creating the lip gloss line "What's Your Virtue."
It all started with a makeup shopping trip Sara Buntrock took with her 13-year-old daughter.
"I had no idea it was that bad," said Buntrock, about the brand name lip glosses. "I never paid attention."
Buntrock and her daughter went home with no lip gloss, but a strong desire to make a difference in products that teens use.
She said the products they found were, "For lack of a better term, nasty, in front of girls that grow into teenagers and then grow into moms and have their own kids."
"I just don't think you should have to do that to sell lip gloss," said Buntrock.
So she began collaborating with friends to create a lip gloss that would support a positive message, not only for her daughters but also for grown women.
Partner Molly Decrow said it's fine for adults to make their own choices about buying products like that, but she wanted to create an alternative that puts value on women.
"Originally, we were looking at lip glosses with names like, 'Sexy Mother Pucker,' and some of these things that were just kind of embarrassing and degrading to women," said Decrow.
So the three of them came up with an alternative.
Lip gloss with names like "Honesty," "Curiosity" and "Generosity," replaced cosmetics with names like "Pop My Cherry," "Strip Tease," and "Orgasm."
Partner Amy Mannes said cosmetics companies are manufacturing more provocative products all the time.
"It's a man who is dressed, and then once you take the top off, he becomes undressed," said Partner Amy Mannes. "It seems very risqué even for a 14-year-old. You wouldn't want your 14-year-old to have that."
Their line, "What's Your Virtue," is an Internet-based company. They are also selling products in boutiques.
The women started by targeting girls, but are now reaching for every woman, because, as Buntrock puts it, "All women have virtues. Everybody does. They're what makes us good inside."
To see "What's Your Virtue" products, visit
their website.
