Amazon launches a beauty brand

The e-commerce giant Amazon officially entered the beauty field with the launch of its own skincare brand. The online retail giant has unveiled the in-house brand ‘Belei’, a 12-piece line of skincare products that are free of parabens, phthalates, sulfates, and fragrance. The  products are now available on the Amazon website, has been designed to tackle a range of skin issues, such as acne, dullness, and dehydration.

Their goal is to help consumers spend less time and money in choosing the right skin care products, The brand 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.” Amazon is the latest of several major brands to jump on the skincare bandwagon.

K-beauty skincare brand Glow Recipe recently unveiled ‘Sweet Chef,’ a sister skincare line focusing on vitamin-loaded, vegetable-based products that come packaged as serum shots and sheet masks, while the cult makeup label Too Faced unveiled its skincare debut earlier this year, based on its existing ‘Hangover’ cosmetics line.