Amazon continues to expand its presence in the fast-growing beauty market with the launch of its own skincare line in the UK.
The ‘Belei’ range debuted in the US back in March. In the UK, the online giant has launched 19 different products including moisturising face creams, a vitamin booster serum, and detox creams.
“Our approach when creating Belei was to build a premium yet affordable brand that helps customers spend less time searching for the ‘right’ solutions for everyday skincare concerns while still offering a wide selection,” said Fiona Secola, Senior Vendor Manager, Beauty for Amazon.co.uk.
“To do this, we’ve taken a simple approach and built the collection around key ingredients that are both proven to deliver results and also offer customers great value so they don’t have to sacrifice on quality for the cost.”
The brand is also being rolled out in Italy, Spain, France, and Germany.
Earlier this year, Amazon launched a collection of cosmetics in the UK under its ‘find.’ fashion brand, which debuted in 2017.
The company already sells beauty ranges from major brands on its website. However, recent own brand moves suggest it wants to tap into another growing and profitable market, grabbing share from established retail players in the beauty sector.
NAM Implications:
- Coming to a category near you!
- In fact be more concerned if Amazon show little or no interest…
- Amazon’s mission: Sell whatever (product or service) that can legally be sold, to whoever, however, whenever, wherever they may wish to buy, without asking why…
