Amazon the e-commerce company is starting to sell its own skincare line. It isn’t surprising, with the cosmetics industry booming with new brands and products coming out every day, but we weren’t expecting Amazon — purveyor of household essentials — to get in the game. However, they may be one of the best to develop a skin care line, since their customers review hundreds to thousands of different cosmetics on their website every day.
Amazon’s Belei features 12 products including serums, moisturizers, cleansers and masks, creams, sunscreen, and wipes. The products are made of charcoal, micellar water, hyaluronic acid, vitamin C, and retinol. The brand says none of the products have harmful chemicals such as sulfates, parabens and phthalates.
Amazon defined its newest skin care line with the following: “We don’t believe in beauty secrets, only beauty solutions. Let’s skip the buzzwords, overpromising and ‘secret formulas,’ and get straight to the ingredients that deliver results. We take a simple approach to skincare with products built around key ingredients with proven effectiveness. Nothing less, nothing more. And always free of parabens, phthalates and sulfates. Dermatologist tested. Never tested on animals.”
Belei will appeal to conscious consumers with its recycled packaging. Furthermore, the products are completely affordable with the prices ranging from $9 to $40. Belei is now available on Amazon Prime and is perfect if you wanted to try something new with your skincare routine without the hassle of heading to the beauty counter or paying for shipping.
Fashionista’s review described the products as “light and unobtrusive, and [ they] don’t leave heavy scents or residues of any kind in their wakes.” However, the site also expressed its doubts on the potency of the products, saying they “are clear and have no smell whatsoever, neither artificially added nor naturally hot-dog-like.”