Amazon jumps into the crowded beauty landscape with 12 new skincare products.

It’s called Belei, and you can get every piece in the collection for less than $40, all shipped free with Amazon Prime. Whether it’s convenience or price, Amazon has become a go-to for makeup and beauty products. Unknown and drugstore brands consistently rank as best sellers, plus you can always find obscure beauty products like the double chin sling or a pore vacuum. 

Amazon already has its own branded home and kitchen items, underwear, and furniture sold under the Amazon Basics moniker. The new Belei line has a good roundup of products that address skin concerns at any age.

“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 “We took a simple, no-nonsense approach when creating Belei, developing products with ingredients that are both proven to deliver results and also offer customers great value for the quality.”

Belei has products that address wrinkles, acne, dark spots, and dullness, along with cleansing and sun protection. The bottles are made from post-consumer resin, packaging is 100 percent recyclable, and all the products are eligible for Prime shipping.

Belei Retinol Refining Moisturizer, $35

The most affordable product in the line is the Micellar Facial Wipes for $9, while the most expensive products are the Hydrating Hyaluronic Acid Serum and Ferulic Acid + Vitamins C and E Serum, which are $40 each. Hyaluronic Acid is the “it” ingredient of the moment; it can hold up to 1,000 times its weight in water, making your skin super-plumped. Ferulic Acid is a potent antioxidant that helps protect against sun damage and free radicals and increases the effectiveness of the other ingredients.

Belei Triple-Peptide Eye Cream, $22

Belei’s Triple-Peptide Eye Cream, $22, also uses skin-plumping hyaluronic acid and pairs it with caffeine to reduce puffiness. Two of the brand’s moisturizers, Retinol Refining Moisturizer, $35, and Bio-Complex Moisturizer, $35, both contain squalane, an emollient that preserves moisture without inflaming acne. Many of these ingredients are commonly found in high-end beauty products that sell for $100 or more. Belei is available now at

Have you tried a Belei product yet? If so, we'd love to hear what you think in the comments below!

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