Amazon... as you name it, they sell it. That thriller you keep hearing about? Add to basket. Your Dad's birthday present? Add to basket. A cool cheese grater thing you don't really need? Add to basket. Soon you'll be able to include Amazon's own range of beauty products to the myriad of random things available on the site, in an unexpected product launch from the company.
Although beauty and skincare products were already available to buy from Amazon, there were no hints at them launching their own line of skincare. So what can we expect from the range?
The launch will include 12 products under the name Belei, coming from the words "believe" and "beauty". In even better news the range is super affordable with prices all under £30, so a great option if you want to try something new and not break the bank.
The 12 products include everything you could need in your beauty routine: serum, moisturiser, face cream, suncream and more. Like every skincare launch these days, the products are very ingredients-focused which is what every 2019 beauty buff wants to hear. All the good ones are on the list including ingredients we love like vitamin C, hyaluronic acid, retinol and charcoal.
Kara Trousdale, Head of Beauty for Private Brands on Amazon.com has said they "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 products are also not tested on animals as well as containing no fragrance, parabens or sulfates, a must for most beauty savvy consumers.
It seems we can barely blink these days without the launch of a new skincare or make-up brand, prompting the question: do we need yet another? From a company successful at creating the Echo, not eye-cream, we'll have to give these a whirl before we can give them our seal of approval and knowing what the Amazon review section can be like, we'll know soon enough how well the products work.