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Amazon Launches New Private-Label Skincare Brand, Belei

Published on Mar 25 2019 1:58 PM in Private Label tagged: Trending Posts / Amazon / Skincare / Liberum / Belei

Amazon Launches New Private-Label Skincare Brand, Belei

Amazon has unveiled a new private-label skincare range, Belei, which includes 12 SKUs, including moisturisers, serums, eye creams and spot treatments.

The range has been developed at the premium tier and incorporates ingredients that are proven solutions for various skin types, Amazon reported.

“Our goal is to help customers spend less time and money searching for the right skincare solutions,” said Kara Trousdale, head of beauty for private brands at “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 range is priced between $9/€8, for Micellar Face Wipes, and $40/€36, for Hydrating Hyaluronic Acid Serum.

New Player

Analysts Liberum suggested that established brands in the skincare market will be watching Amazon's move closely.

'While skincare does not generally lend itself to private labels, Amazon may create a threat to branded players, especially as the group could provide top placement to its own brands in search results,' Liberum reported.

'In an evolving channel mix, with consumers moving online and traditional retailers lifting promotional intensity, brands may need to increase avenues to reach consumers directly through their own platforms,' the analysis furthered.

© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.

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