It used to be that when an actress's career stalled or she got a bit past her prime, she'd turn to the theater to re-establish herself as a "serious" actress. Now it seems like Hollywood leading ladies are running to the beauty industry to up their cred and leave a legacy. There's a whole generation of waning '90s TV and movie sweethearts (see: Drew Barrymore, Katie Holmes, Jennifer Aniston) who are getting serious in the beauty business. And not just as spokesmodels. But why?