That’s because the e-tailer has just launched their first in-house skincare brand, filled with all the must-have skincare products the beauty savvy shopper needs in 2019.
While we all love to pick up the latest bestselling book or a new cheese plant on a regular Amazon shop, the retail giant might not be everyone’s first port of call when it comes to beauty essentials – until now.
The idea behind the skincare line, which combines the words “beauty” and “believe” to create the name Belei, is a collection of versatile skincare products that are high-quality, affordable and easy to shop.
The range features 12 dermatologist-approved products that cater to a range of skincare concerns, which you can mix and match to create your own personalised skincare routine.
From charcoal to retinol, hyaluronic acid to vitamin C, Belei has a comprehensive range of serums, moisturisers, cleaners, masks and spot treatments filled with the all the trending ingredients on the skincare market right now.
Better yet, Amazon have put sustainability front and centre with their simple, teal packaging made from recycled materials, while the formulas are totally free of parabens, sulfates and fragrances.
The range totally makes sense, seeing as Amazon users are among the most discerning shoppers on the internet when it comes to sniffing out a cult face mask or a plant-based supplement that’s a miracle worker for acne.
“Our goal is to help customers spend less time and money searching for the right skincare solutions,” Kara Trousdale, Head of Beauty for Amazon’s Private Brands, said in a statement.
“We took a simple, no-nonsense approach when creating Beleithis link opens in a new tab, developing products with ingredients that are both proven to deliver results and also offer customers great value for the quality.”
Possibly the best news of all for beauty lovers is that everything in the Belei range is under $40 (£30) and comes with free, two-day shipping for Prime members, so you can have your delivery on your doorstep before you can say ‘5-step skincare’.