For most women, putting on makeup and doing their hair is an everyday routine. For Julie Swenson of Julie Swenson Beauty (1026 Grand Av., St. Paul, www. julieswensonbeauty.com), it's a business.

After years of working as a freelance makeup artist, educator and consultant, Swenson finally went into business for herself, beginning with her on-location bridal styling company Smart & Chic Bride, and now with her namesake business, which offers everything from in-house styling for clients to educational opportunities for fellow makeup artists.

Going from freelancer to entrepreneur may seem like a challenging career trajectory, but for Swenson, who grew up in Little Falls, Minn., it was a natural progression. "Business is in my DNA," she says. "When I was 16, I started a nightclub in my hometown. It did pretty well!" she laughs. "I've held management and leadership positions in every job I've had. Driving a vision comes naturally to me."

Swenson got her start the same place many Twin Cities beauty professionals do: the Aveda Institute. After graduating, she moved to California to work at an Aveda concept salon in Beverly Hills, where she built up several years of salon operations experience and an extensive knowledge of the Aveda product line. Aveda later hired her as a freelance educator and business consultant, and she freelanced for various production companies styling hair for television and film.

Swenson moved back to Minnesota and began working for Juut Salonspas in management and human resources. She took the leap into full-time freelance work in 2006, consulting with salons on their branding and operations, eventually launching her own consulting firm and Smart & Chic Bride, which expanded to four states and 50 stylists in six years. Last year, she sold the company (now Creative Beauté Agency) to a salon chain and founded her latest endeavor.

In addition to providing styling services and education to everyday women and professional stylists, the boutique also sells Swenson's hand-selected beauty products from boutique brands including Jouer, Sara Happ and her own makeup line, Stella.

And that's not all -- this month, Swenson is launching a print and online magazine, The Looks, which will highlight local boutique owners, photographers, makeup artists, hairstylists and artisans. "The sense of community and supporting others is really important to me," she says.

When asked what advice she has for someone looking into becoming a small-business owner, Swenson says it's simple: "Find a mentor, an accountant and a good lawyer."

JULIE SWENSON

Age: 35.Occupation: Hairstylist, makeup artist, educator, consultant, entrepreneur.Start date: In the beauty industry for 20 years.Education: Aveda Institute for cosmetology, University of Minnesota for communications and applied business.