Amazon Just Launched Its Own Highly Affordable Skin-Care Line (with Lots of Buzzy Ingredients)

Between Amazon’s clothing try-before-you-buy perk and beauty sample program (not to mention the free two-day shipping), we were already convinced that the shopping behemoth had it all. But Amazon likes to outdo itself sometimes.

Proof: The online retailer just launched its own skin-care brand, Belei.

The 12-product line gets its name from a mashup of the words believe and beauty; according to a press release, the products were specifically formulated with “ingredients that are both proven to deliver results and also offer customers great value for the quality.” Expect lots of buzzy active ingredients, like retinol, squalane, hyaluronic acid and vitamin C. And according to Amazon, everything is paraben-, phthalate- and sulfate-free and dermatologist-tested. And yes, there’s free Prime shipping.

Which brings us to our next point: Everything in the collection is $40 or less—even the vitamin C serum (which is normally a high-ticket item).

If you’re anything like us, you’ll add everything to your cart before hemming and hawing over what to actually purchase. But we wouldn’t wait too long—unless you like being on a waiting list. Here’s what we’re already coveting from the line.