Turlington started testing her entrepreneurial skills with the release of an ayurvedic skincare line called Sundari and two clothing lines geared towards women both produced with the help of Puma. A mother herself, she also founded Every Mother Counts, a project aimed at increasing awareness about maternal health to prevent deaths due to pregnancy and childbirth, and directed a documentary in 2010 called No Woman, No Cry. Like Every Mother Counts, No Woman, No Cry focuses on the importance of maternal health, using the US, Guatemala, Bangladesh, and Tanzania to drive her point home.