Amazon, the world’s largest e-commerce marketplace for essential and not so essential needs, is launching their own skincare brand: Belei - a combination of ‘belief’ and ‘beauty’.  Making up the collection are 12 dermatologist-approved products targeted to specific skin conditions ranging from serums, moisturisers and cleansers to acne treatments. Every product in the collection stays under the $40 (£31) mark and steers clear from harmful sulfates, parabens, phthalates and is happily cruelty-free. Ticking every box, packaging for the collection is all sourced from 100% recyclable materials

“We took a simple, no-nonsense approach when creating Belei,” says Kate Trousdale, Head of Beauty and Private Brands for Amazon.com. Intending to steer clear from buzzwords and false promises, Belei’s ethos is centred around being the much-needed solution for skincare problems.