We all know that Amazon is the top place to shop for discounted books and the newest Instant Pot. It’s about to be one of your latest favorite places to indulge in beauty also, thanks to its new skincare brand. The dilemma with skincare products is not that we can’t get options. That’s simple; there are lots of them in the marketplace! The trouble is that we can’t get the correct products for our skin. It is tough to find products that are always ‘one size fits all.’

Belei, the hottest beauty brand on the block and Amazon’s first committed skincare line! Belei isn’t just to offer a ‘one size fit all’ products, but rather a one brand fits all notions. The landing page for Belei states, “No beauty secrets, only beauty solutions.” The Swiss-made skincare set from the mega-seller is all about minimalism and effectiveness, moving away from complicated and several-step skincare routines. The pronunciation of Belei is “belay” the rope system used in rock climbing to stop people from falling off cliffs. The unconventional “e-i” vowel combination here is a brave move for the company

Amazon.com Head of Beauty for Private Brands Kara Trousdale said in the announcement that they aim to help consumers splurge less time and money searching for the accurate skincare solutions. Kara also said that they took an easy, practical approach when making Belei, developing products with ingredients that are equally confirmed to bring outcomes and also present grand value for the quality to customers.

Insanely reasonable and filled with dermatologist-approved ingredients, Amazon’s first-ever, domestic skincare brand, Belei, is a dream come true for those who don’t love spending hundreds of dollars for quality beauty products. Having launched its new makeup brand, Find beauty, prior this year, we’re sincerely thrilled for Amazon’s newest project into the earth of skincare.

Belei – deriving from ‘Believe in beauty’ – is a refreshingly low-priced 19-piece range, with cleansers starting at £8 and the priciest products coming in at £20. The price range seems to fall evenly in the middle of the skincare products presently sold on Amazon. Neutrogena’s makeup wipes, a best-seller on the site, are also about $9 for two, while the well-liked Estée Lauder Advanced Night Repair serum is $88.

These days, proper skin care can be hard to guide. There are a million diverse ingredients that do a million special things – candidly; it’s very tiring, and even the savviest, most modern beauty expert struggles at the best of times. Amazon wanted to transform this. As said by Amazon, the collection is planned to present a solutions-oriented approach to skincare, understandable to any shopper. The components list on every item are short and natural: no parabens, phthalates, or sulfates are to be found. The brand wasn’t tested on animals, and its carton wrapping is 100% recyclable. Every product outlines which skin sort it’s suited to and how to include it into your existing skincare regime.

The 12-product variety features catchphrases that anyone even indifferently aware of skincare will perhaps find common. There’s a vitamin C/vitamin E/ferulic acid serum, a mixture popularized by the standard $160 SkinCeuticals CE Ferulic, which is at present involved in a copyright proceeding with Drunk Elephant. Hyaluronic acid (possibly most familiar for the Eva Longoria ad where she cautiously pronounces the saying) and vitamin C are incorporated in numerous of the serums and moisturizers. There’s also a dark spot-correcting amazing serum with niacinamide and an excellent acne spot treatment with benzoyl peroxide.

If you’re not in the market for a whole bathroom cupboard of new skincare, prominent products consist of the Belei Vitamin Booster Serum (£20) that is packed with antioxidants, for instance, vitamin C derivate and vitamin E to help defend against early skin aging. Another great-looking product is the Belei Deep Cleansing Charcoal Mask (£12) that has been prepared with kaolin clay that intensely cleanses the skin, gripping excess oil, and unblocking pores. This mild, yet great mask will be a hit with those fighting blemishes. Then there were the contemporary treatments, like the Triple Peptide Eye Cream (whipped and buttery to the touch) and the Acne Spot Treatment.

Now let’s get to the vital matter: free shipping. Every Belei beauty products are entitled to free shipping, including limitless free, 2-day shipping with Amazon Prime. (As if you required yet another motive to sign up for Prime.) Shop the whole brand set, each below $40 over at amazon.com.

For Amazon, the shift into skincare offers it the chance to sell goods at higher margins than groceries. It could impact the likes of beauty brands such as Procter & Gamble’s Olay, Estee Lauder, and Clinique, which make similar face serums and cleansing wipes, in addition to retail channels like Sephora and Ulta, which also sell skincare.

Amazon already offers all beauty products under the sun from independent beauty brands, but its venture into an individual skincare product makes logic as a next footstep. Digital commerce consultant eMarketer measures that Amazon’s beauty and individual skincare products reached $16 billion in online sales in 2018; that’s as well the third-fastest increasing sales category on the platform. The numbers shout it all: There’s wealth to be made in beauty, so Amazon is getting in the competition.

Skincare is famous; that’s why Amazon is doing this. As said by the NPD Group, high-end skincare sales grew a massive 13% in 2018, compared to makeup’s smaller 1% increase in sales. Amazon presently takes an 8% to 15% commission on external brands’ sales, depending on the category, as said by John Ghiorso, the founder and CEO of Orca Pacific, a consulting company for brands that want to sell productively on Amazon.

Selling its beauty product straight to customers would denote much higher margins for Amazon, although there are high costs connected with launching a beauty brand. But Amazon already has the expert supply, warehouses, and transport facilities firmly in place, an obstacle that most standard beauty brands need to triumph over.