Amazon UK launches own brand skincare line Belei

By

Barbara Santamaria

Published
Oct 25, 2019

Amazon has added a new line to its stable of own brands, which also includes fashion labels Find and Hayden Rose, furniture brand Stone & Beam and even a premium drink called Tovess Gin.

The latest product venture comes in the form of Belei, a line of affordable skincare products that launched in the US in March.

Now available on Amazon UK, the company’s first dedicated skincare collection comprises 19 different products, with formulas that address common skincare concerns like the appearance of fine lines and wrinkles, dark spots, dehydration and dullness.

From an ultra sensitive 24hr face cream, to a vitamin booster serum and detox creams, the range features ingredients such as peptides, hyaluronic acid, vitamin E and charcoal.

“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 for beauty at 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.”

Prices for Belei products start from £8 for a bottle of micellar water and go up to £20 for an anti-ageing hydrating serum.