Amazon’s Skin-Care Ventures

Amazon is kicking it up a few notches by providing the world with their new skin-care line, Belei. I’m serious. Look.

The line includes 4 moisturizers, an eye cream spot treatment, a charcoal mask, 4 serums, and micellar wipes ranging from $9 to $40.

Being one of the top e-retailers, they’ve definitely got the information required to figure out what exactly the public has been searching for and actively buying.

According to CNBC, “Amazon currently has 138 private labels, according to TJI, a subscription business that tracks Amazon’s further foray into retail.”

Kara Trousdale, head of beauty for private brands on Amazon stated:

“Our goal is to help customers spend less time and money searching for the right skincare solutions”

Stephanie Saltzman of Fashionista tried the line and had this to say,

“Belei doesn’t specify the concentrations of any active ingredients in the line, so it’s hard to know what potency you’re really getting. If I had to guess, it would be… not very potent at all.”

She mentions that the serums went on clear and disappeared onto the skin quickly, and the Vitamin C serums which should usually have a yellow tint to them and a certain hot-dog water scent (lol what.) didn’t have either. This made her skeptical of their actual potency.

To be honest, we’re very skeptical as well. We’ll see as more and more people decide to test the line out.