. >> reporter: like many millennials, 29-year-old candace mitchell graduated from georgia tech with student debt. but that wouldn't stop her from pursuing her passion. >> rather than seeing it as a weakness, i saw it more as an opportunity to really be even more courageous when it comes to making sure that i am successful. >> reporter: in 2014, mitchell decided to start her own business. >> my ivana specifically recommends the perfect products for your hair. >> reporter: the idea came from mitchell's personal struggle with brittle hair. now her team uses science and technology to recommend the best products. her goal is to one day become the amazon of hair care. >> we want to provide every product, service, content, anything that women need for their hair care journey. >> reporter: millennials like mitchell have been slow to jump into entrepreneurship in recent years, outpaced by the baby boomer generation. in fact, data from the small business administration finds millennials are on track to be the least entrepreneurial generation in history. access to capital and student loan debts are th

i am candace mitchell, this is my ivana. this prems the perfect products for your hair.bing your hair, putting the hair strand in bag east, this is what you send back to the lab. we're going to review this. we breakdown texture, type and condition of the hair strand, looking at the ability for the hair to retain moisture, how easily can the hair go curly to straight. that's what indicates what products are best for your hair. as a computer science major at georgia tech, i actually had a horrible hair day. i thought there should be some type of software that tells you the best product for your hair. that's when i started the research process to develop an algorithm. the target market was women of color. lately we had women of all ethnicity join our service. hair is a universal problem. opened the first store front in atlanta. had the first profitable year last year. peop the foundation of beauty products is science. it is about empowering women and technology. >> that is a smart woman. i love it. >> that's amazing. i have no need for it. but i think it is -- yeah, you kno