Direct sales beauty companies are a time-tested cultural institution, and today, there may be one for every letter of the alphabet. From Arbonne to the soon-to-debut Votre Vu, there’s no shortage of cosmetic companies available to help women supplement income, each with their own unique niche. Even the socially-conscious company that was a personal fave in my teen years, The Body Shop, now has a party plan division called The Body Shop at Home.

For companies like Avon, Jafra, and Mary Kay, who have been household names for decades, their female-dominated history is incorporated into their mission statements. For example, Avon is “The company for women,” while Mary Kay is “Enriching women’s lives.”

But can women really succeed with an old school beauty business model? Tana Goertz, who you may remember as the runner-up on Season 3 of “The Apprentice,” says yes! A Mary Kay Independent Beauty Consultant since 2000, Tana says that her TV casting, and subsequent success as a motivational speaker and author, are absolutely related to her success within the Mary Kay company. In fact, on her Apprentice audition tape, “I walked around a car dealership, selling my basket full of Mary Kay products to the sales guys – no women – and I didn’t leave until I sold them all!”

Tana opted to embark on a Mary Kay career following the end of her first marriage, when was suddenly in need of a way to support her young children. Having reached the Star Recruiting level, she found herself pocketing enough money to pursue a number of interests. As a result, she was able to build and sell several companies, in true entrepreneurial fashion.

Because part of an independent rep’s job is to encourage others, women began to depend on Tana for mentorship – not just great skin care. “I taught them to be reliant on themselves and get themselves off the sofa. People do need that. If you’re not self-motivated, there’s great support for that here.”

I asked what insight Tana could share with independent beauty reps from any company, particularly if they find themselves struggling. Her first piece of advice is to continue embracing your inner saleswoman, even once you begin training others. “The saleswoman who can think outside the box will make the money – and it’s a great way to earn a living.”

Today, Tana shares her motivational gifts with people from all walks of life in the corporate world, and she remains loyal to the company that gave her a new start. “That business gave me an opportunity to take a horrible situation and get me to where I am today. It showed me that you can reinvent yourself at any time in your life.”

Have you had a positive experience with a company that you would like to share? Leave us a comment regarding the benefits of your company’s products or business plan!

Photo Credit: Courtesy of Tana Goertz