First "Internet-Brand" Cosmetics Line Introduced

Marlene Klein Cosmetics has launched MarleneKlein.com. Founded by cosmetics entrepreneur Marlene Klein, formerly with The Estee Lauder Cos., the firm claims to offer the first "Internet brand" cosmetics line, sold exclusively online.

     MarleneKlein.com offers free online beauty consultation and provides free foundation samples to assist clients with color matching. The Web site also contains beauty tips, a Beauty Talk bulletin board and a doctor's column written by Klein's husband and business partner, Roger Klein, M.D., a physician and Yale Law School graduate.

     The Cleveland-based company says that its makeup products are often 40% to 60% less expensive than comparable department store lines. It ships all U.S. orders within 24 hours of receipt, it says, and it has an unconditional 30-day return policy.