Crain’s Detroit Business:

Heather Carmona has a pretty busy life. As director of the Woodward Avenue Action Association, she’s constantly working to bring new resources and tools to the Woodward Corridor.

But she’s also a new mom, and if that weren’t enough, she’s a “green” entrepreneur.

Carmona launched Pure Alternatives about two years ago.

An organic product enthusiast, she’d become frustrated with the often-misleading labeling on products, even those promoted as “all natural” or “organic.” So she decided to take matters into her own hands.

Carmona teaches classes on such topics as transitioning to a more natural lifestyle and speaks to large groups about the benefits of natural and organic products.

She also offers in-home comprehensive consultations geared toward replacing common household products with natural alternatives, and consulting services to spas and salons. She sells a line of natural personal and household cleaning and care products.

“I did not intend to sell products, but people are looking for better alternatives,” she said. “I thought, if I’m going to recommend a product, I need to research it. … I was hoping to find a Michigan-based product but it doesn’t exist, but that was the secondary part of my business, the whole thrust was the education.”

Photo by Pure Alternatives.