I've had my innocent little mind burnt before. Brands I'd held up as true reflections of a private passion were rather more pictures of filling gaps in gaping markets. And an entrepreneur whom I'd long admired - a household name, synonymous with changing the face of beauty retail - is by all accounts someone who cares not a jot for her people, but rather the glow you get after making all that green.
Don't get me wrong. I get 'business'. I also understand that there are some enormous brands out there that are producing very impressive ground-breaking science-led launches, and offering advanced skin solutions at affordable prices to those who'd otherwise remortgage their house to get the same benefits.
I'm also as driven to be successful as the next woman, but if my brand is all about passion, about a belief in doing something better, about providing a solution when there's none to be found, about working on something for my friends, my family... on making people feel good... I'd like to think I'd put my money where my heart is.
To this end I've taken on a rather lovely consultancy project that, of course, I'm unable to say anything about, suffice it to say, it's a big deal, promising great, affordable, green products with a host of exciting and interesting USPs... watch this space. Working with people who care, who get ill because they care, too much, is how I work to. If it matters, it ought to give you a belly-ache. That's just me.
But among this school of beauty sharks are some true, soulful, passionate people. I've been to lunch with them. We've shared secrets. They've made me smile. They get a bit too loud when talking about what matters, because, that's what really matters!
Geraldine Howard of Aromatherapy Associates
Tanya Kazeminy Mackay of Mama Mio
Rebecca Hopkins of Balance Me
Kathy Phillips of This Works
Imelda Burke of Being Content
Sarah Chapman, of Sarah Chapman Skinesis
Yes, good women all, with the goods to back it up.