. >> reporter: gardner orton is in charge of modern-day wellness with products grandma used to use. >> you know, i think people are frustrated. they're going to their doctors, they're getting prescribed more and more medications. they're looking for something that perhaps is another route from that. >> reporter: eliot orton rescues brands from history's trash heap. like tangee lipstick, a depression-era favorite. >> we went out and bought it and worked with some of the original manufacturers to get the formulation right and bring it back to the market. >> reporter: so you actually own this now? >> we actually do. >> reporter: with cabot the three brothers run today's business. >> what color would you like in those? >> reporter: there are two call centers for catalog orders. >> there you go. >> reporter: and two stores offering comfort consumerism, including comfort food sold with the brothers' childhood photos. >> which picture embarrasses you guys the most? >> maybe the picture on the top with cabot screaming. >> reporter: this is no mom-and-pop operation. these simple products high