Do you know what's in your makeup?

ST. PETERSBURG - It's something women do almost every day. We put on our face before we head out the door. But do you know what's in the makeup you use?

Bay Area mother of two Tara Lee says when she found out, she was so alarmed she launched her own website to offer an alternative.

Lee says like most of us, she rarely read the labels on her cosmetics, until a year and a half ago, when the government recalled millions of children's toys because of high lead levels. Then she read an article about lead in lipstick.

"I'm like, wait a second. All these toys have just been recalled due to lead in the paint, yet I'm allowed to put lead on my lips which gets absorbed into the system?"

That discovery led to more research, more eye-opening revelations, and ultimately to BestInBeauty.com, the website she launched just a couple of months ago.

"I want a safe place where consumers can come educate themselves. Learn to read their product labels. And then have an alternative place to buy their products," Lee explained.

Lee says the Food and Drug Administration doesn't regulate the ingredients that go into cosmetics. It's pretty much up to the companies to regulate themselves.

"If you see the word 'fragrant,' that can be up to 200 chemicals in that one word -- fragrant -- that they don't have to list out," Lee continued. "Two hundred chemicals!"

Sometimes she finds what is on the label to be pretty disturbing, such as the warning on what used to be her favorite deodorant.

"It says ask a doctor before use if you have kidney disease, meaning this product goes into your bloodstream, if they're concerned if you have kidney disease."

Lee says she's very particular about the companies that sell products on her website.

"There are so many safe products out there that don't have to use these chemicals. That's what I want to bring to BestInBeauty.com are the safe products."

That includes products like those from the St. Petersburg-based Holy Mud Company. Owner Alesha Oreskovich says they have four facial masks, all natural, clay-based or honey-and-oat-based.

Their signature mask comes from mud in the Dead Sea, hence the name, "Holy Mud Company."

"People want to see results in their skin care. So it's important to have a natural product that's still going to create a result," Oreskovich said.

Tara Lee says there are lots of cosmetics and skin products available today that don't contain a laundry list of chemicals and additives. That's what she wants to bring to her customers.

"Just as much as I want my home to be a safe environment for my children, I want BestInBeauty.com to be a safe place for consumers."