Amazon launches private label skincare line as companies ramp up private labels

Amazon this week launched Belei, its new private label skincare line.

The 12 products ranging from $9 to $40, include items designed to aid wrinkles, dark spots, dehydration and other skin issues, Amazon said in a statement.

All items are free of parabens, Phthalates, sulfates and fragrances and are not tested on animals, according to the statement. Packaging is made from post-consumer recycled resin and is 100 percent recyclable.

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“Our goal is to help customers spend less time and money searching for the right skincare solutions,” said Kara Trousdale, head of beauty for private brands on

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Amazon has expanded its private label selections into several industries, including home decor, mattresses and motor oil.

Other companies have also put a larger stake in the private labels. Kroger recently launched Dip, a private label clothing brand. Target has pushed into a low-cost brand that includes household items and health products with most items costing less than $2.


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