Australian entrepreneurship Jo Horgan turned a love of makeup into 87-strong chain of cosmetics stores.For many women buying makeup in a department store can be an intimidating experience, and Jo Horgan was no different. The 49-year-old says that she often found it uncomfortable that different brands would have their own counters or concessions, staffed by women who would only push those lines of products. So if a customer wanted to buy a number of different brands, she or he would have to walk from counter to counter. "It could be an intimidating experience," she says.via