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Amazon’s Private Label Belei Makes European Debut

The skin-care brand launches today in Italy, Spain, France, Germany and the U.K.

MILAN — Amazon’s private-label skin-care brand Belei has launched in the European market. The range, which was first introduced in March in the U.S., is now available in Italy, Spain, France, Germany and the U.K.

The Switzerland-based brand’s debut in the old continent has been postponed as some product formulations were tweaked to better answer to the requests of local customers and to respect certifications demanded by the European Union.

In particular, Belei products claim not to contain parabens, phthalates, sulfates and are not tested on animals. The formulations are based on well-known ingredients, including hyaluronic acid, vitamins C and E, retinol and charcoal. Some products are also doubled to offer fragrance-free options to customers with sensitive skin.

In addition to tapping into the “good-for-you” ingredients trend, the range appeals for its sustainable features since bottles are made of post-consumer recycled resin and packaging is recyclable.

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Another key asset is the affordable price points. The line, which comprises 19 stock-keeping units, offers cleansers, serums, moisturizers and eye creams priced between 8 to 20 euros, as the ultimate mission of the brand is to provide a value-oriented skin-care routine to consumers.

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“Our goal is to help customers to dedicate less time and money to the research of right skin-care solutions,” said Alessandro Maestri, who helms Amazon’s beauty division in Italy. “We have adopted a simple, no-frills approach during the creation of Belei, developing products with ingredients that proved to deliver great results and guarantee a high quality to our clients.”

Exclusive to the marketplace, Belei products include the Vitamin Booster Serums enriched with berries, vitamins C and E; the Deep Cleansing Charcoal Mask; the Dark Circle Softening Eye Cream and different types of day and night moisturizers.

A dedicated landing page on the web site showcases the products listing the respective ingredients and additional info on the use of each, often flanked by explanatory video contents to facilitate the users.

As reported, 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.