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Amazon now wants to get into your make-up bag with their own skincare brand!

You can tell a lot about a person by their Amazon habits – our late-night snack cravings, our taste in paperbacks, our TV proclivities and the minutiae of our household chores. Now, you’ll be able to add ‘daily skincare routine’ to that list, as the online retail behemoth have announced the launch of Belei, their first own-label skincare brand. Already home to a bevy of beauty favourites like hard-to-find French pharmacy hits, salon-size bottles of shampoo and conditioner and an impressive range of skincare tools, Amazon is fast becoming a veritable beauty destination.

Belei (a portmanteau of ‘believe’ and ‘beauty’) offers 12 dermatologist-approved products, and die-hard skincare fans will recognise hero ingredients retinol, hyaluronic acid and Vitamin C in the line up. Comprising of serums, cleansers, masques, moisturizers and other treatments, it’s an impressively comprehensive range.

Continuing the ‘high-low’ Amazon experience everything in the range under £30, which may come as a pleasant surprise once you’ve seen the sophisticated packaging. Dressed in teals and deep greens, with a pleasingly clinical feel, Amazon are clearly aware of what today’s savvy skincare shopper wants.

To that end, the whole range is free from animal testing, parabens, phthalates, sulfates, and fragrance, and the aforementioned packaging is sourced from recycled materials. “Our goal is to help customers spend less time and money searching for the right skin-care solutions,” Kara Trousdale, Head of Beauty for Private Brands at Amazon, said in a statement.

“We took a simple, no-nonsense approach… developing products with ingredients that are both proven to deliver results and also offer customers great value for the quality.” At the moment, the range is stoppable just on their US website (so no expedited Prime shipping just yet), but you can have it delivered to your door with your standard Amazon account.