Amazon Enters The Beauty Game

Watch out Glossier. There’s a new big bad digital nomad brand in town. Amazon has just launched its very own in-house skincare line, Belei.

Belei debuted with a 12 product assortment that includes, makeup wipes, moisturizers, eye cream, serums, Vitamin C moisturizers and a face mask. Better yet, all products ring in at under $40.

As if it doesn’t sound any better than that, the brand is both budget and beauty-savvy. Belei was made for today’s beauty consumer that’s more conscious than ever. The brand’s mission statement is all about the ingredients giving the beauty conscious the kind of transparency that they crave from a holy grail brand.

Every product from the brand is free of sulfates, parabens, and phthalates. It is also dermatologist tested, and cruelty-free.

Among Belei’s most buzzed about products, the revolutionary Retinol Refining Moisturizer. Not only is it’s air tight packaging (a la Drunk Elephant) enough to send any skincare junkie into a tizzy, but its ingredient list is packed with Vitamin A and other age rewinding benefits at a $38 makes a force to be reckoned with at any comparable products of the shelves of Sephora or Ulta.

It’s only just bonus points that you can pick up the Retinol Refining Moisturizer and its sister products (I got my eye on you Hydrating Hyaluronic Acid Serum) on Amazon Prime.