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

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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.

belei ferulic acid vitamin c and e serum

Belei Ferulic Acid + Vitamins C And E Serum

A potent blend of antioxidants ferulic acid, vitamin C and vitamin E help to purify and refine, even skin tone and leave your face feeling bright and refreshed. (And like we said, a product like this would normally fall in the $100s.)

BUY IT ($40)

belei retinol refining moisturizier

Belei Retinol Refining Moisturizer

The dream combo of vitamin A (aka retinol) and squalane fights wrinkles while adding a boost of moisture to your skin.

belei blemish control spot treatment

Belei Blemish Control Spot Treatment

A whopping 5.5 percent benzoyl peroxide is designed to nip blemishes in the bud.

belei dark spot solution serum

Belei Dark Spot Solution Serum

And once you’ve zapped said zits, use this niacinamide-based serum to even out any lingering hyperpigmentation.

belei micellar facial cleansing wipes

Belei Oil-free Micellar Facial Cleansing Wipes

For a measly $9, you can wipe away the day’s grime with two 25-packs of oil- and alcohol-free makeup-removing wipes (one for your bag, one for your nightstand).

belei triple peptide eye cream1

Belei Triple-peptide Eye Cream

This eye cream is hydrating (that’s the hyaluronic acid, shea butter and aloe vera), de-puffing (thanks, caffeine) and crow’s-feet-reducing (hey, tri-peptide blend). What more could you want?

The Best Cleanser to Use Based on Your Biggest Skin Concern


Senior Food Editor

Katherine Gillen is PureWow’s senior food editor. She’s a writer, recipe developer and food stylist with a degree in culinary arts and professional experience in New York City...