Amazon Debuts Private Label Skincare Brand

To offer solutions for various skin types, Amazon unveiled a line of skincare products called Belei that come in post-consumer recycled resin bottles. The collection has 12 different items, which range from vitamin C serums to retinol moisturizer, the eCommerce retailer said in an announcement.

Amazon.com Head of Beauty for Private Brands Kara Trousdale said in the announcement, “Our goal is to help customers spend less time and money searching for the right skincare solutions.” Trousdale continued, “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.”

The line’s products include a charcoal balancing mask along with micellar facial wipes, which the company says remove dirt and makeup as well as “complexion-dulling” impurities. It also includes a blemish-control spot treatment, which is “a lightweight, acne-fighting formula to help fight blemishes” along with an oil-free face moisturizer SPF 50. Overall, the company said the line is eligible for free shipping — including Amazon Prime — and has the company’s satisfaction guarantee.

As it stands, beauty is a big and booming worldwide business. The size of the global beauty and personal care products market will reach $716.6 billion by 2025, according to some estimates, registering a CAGR of 5.9 percent over the next six years. While it was reported in January that those sales are currently led by U.S. customers, growing interest among consumers in Asia is said to have been the major driver of growth over the last two years.

And Amazon is already a go-to shopping destination for beauty as well as wellness offers. Nearly seven in 10 — or 69 percent — of online cosmetics shoppers report Amazon as their primary destination to search for and purchase beauty and personal products per a 2016 A.T. Kearney survey. And, according to One Click Retail, Amazon sold $1.9 billion worth of personal care and health products in the second quarter of last year.