Belei is Amazon's first private-label skin-care brand.

Amazon is now selling its first private-label skin-care brand in the U.S.

Called Belei, the line has 12 products that are meant to provide a value-oriented skin-care routine, priced between $9 to $40. The lineup includes Micellar Facial Cleansing Wipes, several serums, including Ferulic Acid + Vitamins C  and E, and several different types of moisturizer.

Another Amazon private label, Solimo, makes a range of personal care, beauty and household products, but Belei is Amazon’s first dedicated private-label skin-care line.

“The inspiration for the line is really taking a no-nonsense approach to beauty products,” said Kara Trousdale, head of beauty for private brands at Amazon, in an interview with WWD, noting that the company created Belei with well-known ingredients, including hyaluronic acid, vitamin C and retinol.

The products are exclusive to Amazon and do not contain parabens, phthalates, sulfates, fragrance and are not tested on animals. The bottles are made of post-consumer recycled resin and packaging is recyclable.

Trousdale declined to comment on the company’s roadmap in terms of developing other private label beauty lines or building out Belei’s product count further or the marketing strategy for the brand, though she did note that several influencers were at Belei’s press preview on Tuesday in New York.

Amazon has been working for the past several years to cement its foothold in beauty. In addition to the Belei and Solimo, the marketplace has worked to up its appeal to luxury beauty companies who have historically been skeptical to sell on the platform, offering to shut down gray market sellers if brands join the luxury beauty assortment, industry sources have said. Many prestige brands have hesitated to launch on the platform, citing retailer conflicts and concerns over control.

For more from WWD.com, see: 

Behind the Scenes of an Amazon Beauty Launch

Amazon Fashion Hosts First European Pop-Up

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