Beauty

Belei: Amazon’s own skincare range has launched and this is what you need to know

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 that 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 12 products – which are all dermatologist-approved and range from Vitamin C creams, hyaluronic acid serums, charcoal face masks and night time retinols – have been formulated without parabens, fragrances, sulphates or phthalates and nothing has been tested on animals, either.

“Our goal is to help customers spend less time and money searching for the right type of skincare solutions,” says Kara Trousdale, Head of Beauty for Amazon’s Private Brands.

“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,” she added.

What’s more is that the range is completely affordable. Nothing costs much more than £30, and although Belei is currently only readily available in the US, it can be ordered online and delivered here in the UK with a small added postage fee.

This is every product in Amazon’s affordable skincare range

Main image: 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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