Amazon is finally launching its much anticipated foray into prestige cosmetics this morning with the Luxury Beauty Store.

Set to go live at 6 a.m. EST, the site features 24 brands, including Burberry fragrances, Dr. Brandt Skincare, Nars, Jack Black, Deborah Lipmann, L’Occitane, Dr. Dennis Gross Skincare, Stila and more.

“We have luxury shoppers,” said Chance Wales, director of beauty and health & personal care for the e-commerce giant. “What we have been lacking is luxury brands, and we hope this is the first step to marry our customer’s needs with what brands expect in terms of displaying and selling their luxury [products].”

Indeed, the shop, which will be featured on the home page of Amazon’s main navigation bar, is a marked departure from the more commoditized areas of the Web site. The pages are much cleaner and more visual than a standard Amazon page, and the products — all of which have been photographed in-house — are larger.

Customers can shop by three main avenues: By content, brand or category. In all, there are six categories: Skin Care, Makeup, Fragrance, Hair Care, Men’s and On Trend, which is based on content and trends created by a team of 12 editors.

Once in each section, it is then possible to refine a search even further, browsing by need, gender, editor’s pick or free sample with purchase, by example.

“We have heard very clearly from our customers that they are looking for luxury brands,” Wales said. “The flipside is we also needed to do something on the brand side, so we put a lot of time and effort into refining the experience.”