Amazon launches in-house beauty brand

Amazon has officially entered the beauty arena with the launch of its own skincare label.

The online retail giant, which has been a major beauty shopping destination for some time, has unveiled the in-house brand ‘Belei’, a 12-piece line of skincare products that are free of parabens, phthalates, sulfates and fragrance and are not tested on animals. The line, which is now available on the Amazon website, has been designed to tackle a range of skin issues, such as acne, dullness and dehydration.

From left to right: Belei Retinol Refining Moisturiser, Belei Triple-Peptide Eye Cream, Belei Ferulic Acid + Vitamins C and E Serum, Belei Hydrating Hyaluronic Acid.

“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, in a statement. “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.”

The collection spans everything from oil-free micellar wipes for easy makeup removal to a revitalising clay charcoal mask to clean the complexion. There is also a blemish control treatment, a tri-peptide blend eye cream and several moisturisers and serums, including a retinol moisturiser, a vitamin C moisturiser and a Hyaluronic Acid serum. Everything in the series comes presented in bottles made of post-consumer recycled resin and 100% recyclable carton packaging, and products are priced from US$9 to US$40.

Amazon is the latest of several major brands to jump on the skincare bandwagon, which shows no signs of slowing down any time soon. K-beauty skincare brand Glow Recipe recently unveiled ‘Sweet Chef,’ a sister skincare line focusing on vitamin-loaded, vegetable-based products that come packaged as serum shots and sheet masks, while the cult makeup label Too Faced unveiled its skincare debut earlier this year, based on its existing ‘Hangover’ cosmetics line. ColourPop also has a new sister skincare brand in the form of ‘Fourth Ray Beauty’ via its parent company Seed Beauty, and the cult label Glossier announced this week that it had successfully raised US$100 million in Series D funding to focus on expansion. – Relaxnews