Amazon’s Private Label Belei Makes European Debut

MILAN — Amazon’s private-label skin-care brand Belei has launched in the European market. The range, which was first introduced in March in the U.S., is now available in Italy, Spain, France, Germany and the U.K. The Switzerland-based brand’s debut in the old continent has been postponed as some product formulations were tweaked to better answer to the requests of local customers and to respect certifications demanded by the European Union. In particular, Belei products claim not to contain parabens, phthalates, sulfates and are not tested on animals. The formulations are based on well-known ingredients, including hyaluronic acid, vitamins C and E, retinol and charcoal. Some products are also doubled to offer fragrance-free options to customers with sensitive skin. In addition to tapping into the “good-for-you” ingredients trend, the range appeals for its sustainable features since bottles are made of post-consumer recycled resin and packaging is recyclable. Another key asset is the affordable price points. The line, which comprises 19 stock-keeping units, offers cleansers, serums, moisturizers and eye creams priced between 8 to 20 euros, as the ultimate mission of the brand is to provide a value-oriented skin-care routine to consumers. “Our goal is to help customers to dedicate less time and money to the research

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