Amazon launches Belei, its first dedicated skincare line

By

Gabriella Lacombe

Published
Mar 20, 2019

Amazon is throwing its hat into the skincare category with the launch of Belei, its first in-house skincare line.

The line's 12 products are meant to be effective for a range of skin types and target a variety of common skincare issues like acne, fine lines and wrinkles, dark spots, dehydration and dullness. For consumers who prioritize natural and ethical cosmetics, all Belei products are free of parabens, phthalates, sulfates and fragrance, are not tested on animals, and are presented in recycled product bottles and recyclable packaging.  

Among U.S. consumers, Amazon is already the most popular place to shop for beauty products. As with the launch of Amazon Fashion, the e-commerce giant is also giving its private skincare label a competitive boost by offering a level of affordability reserved for its in-house brands. From facial wipes to hyaluronic acid serum, prices range from $9 to $40, and all Belei products are eligible for free shipping, including 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 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.”

The full line of Belei products includes micellar facial wipes, a charcoal balancing mask, oil-free face moisturizer with SPF 50, blemish control spot treatment, dark spot solution serum, triple-peptide eye cream, vitamin C + HA serum, vitamin C moisturizer, retinol refining moisturizer, bio-complex moisturizer, hydrating hyaluronic acid serum and ferulic acid + vitamins C and E serum.