Deals in Brief – Beauty Lies in Eye of the Investor –

SAN FRANCISCO – Hoping to secure a leadership position in the increasingly competitive category of on-line beauty supplies, in July raised $17.5 million in its third round of venture capital financing.

The Series C round was led by new investor Weiss, Peck & Greer Venture Partners. Existing investors Menlo Ventures and Charter Venture Capital each made commitments that exceeded their pro rata rights. In February, the pair combined to invest $3 million in’s Series B round. The company was formed as an idealab! incubator project last November.

Launched June 10, the Web site distributes brand-name beauty supplies and provides users with aesthetic advise from in-house beauty professionals. Calvin Klein, Elizabeth Arden and Benefit are among the product lines the company distributes. has used the proceeds from the offering to hire separate agencies for on-line and off-line advertising campaigns. As part of the deal, Weiss Peck Partner Christopher Shaepe has joined’s board of directors.

Co-founder Varsha Rao said will likely raise additional private capital before the end the year, although she would not specify whether it would come from venture or strategic investors.