Amazon unveils own-brand makeup line

By

Barbara Santamaria

Published
Jan 17, 2019

Amazon has entered the makeup market. The online giant has been building its own-brand credentials through its Meraki, Truth & Fable and Find labels in recent years, and this week has seen it take a step further by launching its first-ever collection of colour cosmetics.

Launched under its Find fashion brand, the collection includes a selection of eye, face, lips and nail products, which can be only purchased in predetermined bundles. For example, a blue mascara is sold with a blue eye pencil, while a lip bundle contains a lip gloss and a lipstick in similar tones.

The bundles are formed of ‘complementary products’, encouraging shoppers to get more items and benefit from additional savings on repeat orders via the Amazon Subscribe & Save programme.

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Eyeshadow palettes, mascaras, eyebrow pencils, highlighters, bronzers, lipsticks, lip liners and a variety of nail polishes complete the extensive makeup collection.

Prices for the bundles range from £5.45 for a lip selection to £12.40 for a ‘Sunkissed Radiance Glow Duo’.