Retail giant Amazon has launched its first in-house beauty brand, an affordable 12-product skincare collection.
Named Belei, which combines the words “believe” and “beauty”, the skincare range features moisturisers, serums, masks, and cleansing wipes – with nothing under US$40.
The collection aims to treat a range of skin concerns, including acne, wrinkles, dehydration, dullness and dark spots – and features trend-led ingredients such as retinol, charcoal, vitamin c, micellar water, and hyaluronic acid.
The line has minimalist, teal-coloured packaging made from recycled materials, which will no doubt appeal to conscious consumers. Products are also free from parabens, sulfates, fragrance, phtalates, and are not tested on animals.
Notably, Amazon is offering free shipping on all Belei products, including unlimited free two-day shipping with Amazon Prime.
“Our goal is to help customers spend less time and money searching for the right skincare solutions,” said Kara Trousdale, head of beauty for private brands on Amazon.com, in a press release.
“We took a simple, no-nonsense approach when creating Belei, developing products with ingredients that are both proven to deliver results and also offer customers great value for the quality.”
This isn’t Amazon’s first move into beauty, or skincare – recently it was announced that New York City-based dermatologist Dhaval Bhanusali was launching a skincare line exclusive to Amazon, called Fast Beauty Company.
