By  on February 4, 2010

A new beauty Web site carrying products that are no larger than 3.4 oz. — items that are Transportation Security Administration-friendly — is scheduled for takeoff this week. The site, called 3floz.com, is launching with an initial assortment of 30 brands, culled by former beauty executives and Web site cofounders Kate Duff and Alexi Mintz from a list of 100 brands they compiled. The two had worked together at aromatherapy firm Archipelago Botanicals for several years before the 3floz.com venture.

“We realized in our travels there was no place to get all of your travel-friendly beauty products,” said Mintz, discussing the inspiration behind starting the business. “We started to brainstorm about it and came up with the idea for (the site).

“Kate and I are both beauty junkies,” Mintz added, “so we thought about brands we’d been using for the last 10 years. We wanted to carry brands that we liked. We picked 30 brands and they said, ‘Yes.’”

Some of the brands being featured on the site include Jonathan and Philip B hair care; Pangea Organics skin and body care, and Dr. Hauschka, Ahava and DDF skin care. Men’s grooming lines like The Art of Shaving, Billy Jealousy, Baxter of California and Anthony Logistics for Men are also being carried, as is dental care line Go Smile.

When asked if fragrance would be part of the assortment, Duff responded, “We wanted to launch with really strong beauty care lines — travel basics and from there we can expand.”

Prices for items carried at 3floz.com range from $5 to $90. There are numerous eye creams and face creams that are 1.7 oz to begin with — and not necessarily designed to be travel-size — said Duff and Mintz, who added that numerous kits on the site are intended to “introduce consumers to the brands.”

Duff and Mintz noted that orders on the site, whose tag line is “For those who travel, those who are curious and those who can’t commit,” can be shipped internationally and to hotels — and shipped the same day in Manhattan by courier.

Industry sources estimate that first-year sales of 3floz.com, which is backed by an investment group, might exceed $1 million. Promotion of the site will be conducted via a Facebook, Twitter and blogging campaign.

Duff and Mintz said while the initial focus will be on beauty, in the spring they would like to begin carrying accessories and baby products and, in winter, an assortment of makeup.

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