First-Round Funding Secured for, the brainchild of two former iVillage staffers, completed its first round of funding to the tune of
$4.5 million from Scripps Ventures and Primus Venture Partners.

Headed by Katherine Legatos and Amy Ryberg, will be a new
e-commerce business that creates and packages consumer products to be sold
over the Web.

The company will use the funds for marketing, product development, technology
and staffing.

The company will launch its signature line of personal care products this
fall. The line of bath and body products and home accessories is based on
easily identifiable scents such as lavender and peppermint. Unlike other
marketers, which aggregate beauty products and cosmetics from outside
suppliers, the company will sell only its own proprietary products.

“As the market for bath and beauty products expands online, we are pleased to
have made an investment in such a truly innovative company at this juncture,”
said Doug Stern, president and CEO of Scripps Ventures. “Scripps Ventures has
great confidence in’s management team and their vision for
maximizing retailing over the Internet.”

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