Amazon Launches Their First Skincare Private Brand Belei

Last week Amazon announced the launch of Belei, a new private brand of skincare products that offer solutions for various skin types and feature ingredients with proven effectiveness. The collection has 12 different items, including everything from retinol moisturizer to vitamin C serums, to help customers address common skin care concerns like acne, the appearance of fine lines and wrinkles, dark spots, dehydration, dullness and more. All Belei products are free of parabens, phthalates, sulfates, and fragrance and are not tested on animals. Belei product bottles are made of post-consumer recycled resin and carton packaging is 100% recyclable.

“Our goal is to help customers spend less time and money searching for the right skin care solutions,” said Kara Trousdale, Head of Beauty for Private Brands on “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.”

All Belei products are eligible for free shipping, including unlimited FREE Two-Day Shipping with Amazon Prime, and come with our Satisfaction Guarantee. Products include:

  • Micellar Facial Wipes, $9
    Oil-free micellar wipes that gently remove makeup, dirt, and complexion-dulling impurities.
  • Charcoal Balancing Mask, $18
    A revitalizing clay mask made with charcoal that leaves skin feeling clean from deep within, and advanced hyaluronic acid to help retain moisture.
  • Oil-Free Face Moisturizer SPF 50, $22
    A lightweight, oil-free moisturizer to help preserve and protect skin. Contains an advanced formula of fast-absorbing sunscreen for non-greasy daily defense.
  • Blemish Control Spot Treatment, $22
    A lightweight, acne-fighting formula to help fight blemishes. Apply at the onset of breakouts for maximum effectiveness.
  • Dark Spot Solution Serum, $22
    A lightweight serum that helps to even pigmentation and lighten the appearance of dark spots caused by acne. Use directly on areas of concern or all over to help even skin tone.
  • Triple-Peptide Eye Cream, $22
    A lightweight, tri-peptide blend eye cream with hyaluronic acid, caffeine and aloe vera to help minimize the appearance of fine lines, puffiness and dark circles.
  • Vitamin C + HA Serum, $35
    A silky, lightweight serum with the clarifying power of vitamin C and hyaluronic acid that leaves skin feeling hydrated and refreshed.
  • Vitamin C Moisturizer, $35
    This moisturizer blends vitamin C and hyaluronic acid with a botanical complex that helps smooth skin with daily use.
  • Retinol Refining Moisturizer, $35
    A refining moisturizer that uses the latest technology in retinol delivery to release vitamin A to the skin over the course of the day or night. A botanical complex soothes skin, while squalane and hyaluronic acid help skin appear smooth and refined.
  • Bio-Complex Moisturizer, $35
    A silky moisturizer that contains a high level of an advanced formula of hyaluronic acid. Blended with squalane and glycerin, it locks in valuable moisture for hours to keep skin feeling smooth and refreshed.
  • Hydrating Hyaluronic Acid Serum, $40
    This serum is a multi-tasker that tackles a multitude of skin needs in a single serum. A long-lasting blend of five specialized hyaluronic acids helps retain moisture, while reducing the appearance of fine lines.
  • Ferulic Acid + Vitamins C and E Serum, $40
    This serum helps to purify and refine the skin, blending the antioxidant powers of ferulic acid, vitamin C and vitamin
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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.