Beauty

Belei: Amazon’s affordable skincare range has officially launched in the UK

Posted by
Lucy Partington
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Amazon is probably the last brand you’d think would launch its own skincare – but it’s 2019 and, seemingly, anything is possible.

As an e-tailer, Amazon has seriously upped its game recently. You can purchase just about anything on there, and if you’re a Prime member, chances are you’re more than au fait with its speedy next day delivery service.

Now though, Amazon is venturing into new, uncharted territory and is expanding into own-brand skincare

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Named Belei (a combination of the words ‘believe’ and ‘beauty’), it’s actually extremely clever: not only does it have sustainability at the heart, the sleek packaging promises to look good on both your bathroom shelf and Instagram feed is 100% recyclable, but it’s also ticking off all the ingredients and products people are searching for right now. 

Sabrina Yavil, a US-based marketing consultant, made a good point in a recent interview with Beauty Independent, saying, “When you have treasure troves of competitive sales data at your fingertips, why wouldn’t you leverage that information to develop your own brand with the products and price points your customers want?”

And, seemingly, that’s exactly what Amazon have done with Belei.

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Each of the 19 products – which are all dermatologist-approved and range from cleansers to hydrating SPF day creams, intensive night creams and even specific products created with ultra senstive skin in mind. Plus, everything has been formulated without parabens, fragrances, sulphates or phthalates and nothing has been tested on animals, either.

“Our approach when creating Belei was to build a premium yet affordable brand that helps customers spend less time searching for the “right” solutions for everyday skincare concerns while still offering a wide selection,” said Fiona Secola, Senior Vendor Manager, Beauty for Amazon.co.uk.

“To do this, we’ve taken a simple approach and built the collection around key ingredients that are both proven to deliver results and also offer customers great value so they don’t have to sacrifice on quality for the cost,” added Secola.

What’s more is that nothing in the range costs more than £30, making it completely affordable. Keep reading to find out exactly what products are available.

This is every product in Amazon’s affordable skincare range

  • Belei Ultra Sensitive Clarifying and Refreshing Toning Water

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Images: courtesy of Belei

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Lucy Partington

Lucy Partington is Stylist’s beauty editor. She’s obsessed with all things skincare, collecting eyeshadow palettes that she’ll probably never use, and is constantly on the hunt for the ultimate glowy foundation.

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