Private label push: Amazon launches own skin care line

Private label push: Amazon launches own skin care line

Amazon has announced the launch of its own ‘high-quality’ skin care line. Belei, as the brand has been named, comprises 12 products designed to help consumers address common skin care concerns such as acne, fine lines and dullness.

“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 “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 range is on trend with the clean, cruelty free and sustainable beauty movements with bottles made from post-consumer recycled resin and recyclable boxes and products that are fragrance-free, cruelty free and paraben free.

1 Comment


    This move has been on the cards for some time.
    It confirms Amazon`s commitment to developing its own brand business offering
    in added value sectors.
    There will be more to come if this launch proves to be a success.
    I suspect it will.


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