Amazon's latest launch Belei is a simple approach to skincare, where each product is centred around one key ingredient that works.

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Amazon has officially entered the beauty arena with the launch of its own skincare label. The online retail giant has unveiled the in-house brand ‘Belei’, a 12-piece line of skincare products that are free of parabens, phthalates, sulfates and fragrance. The line, which is now available on the Amazon website, has been designed to tackle a range of skin issues, such as acne, dullness and dehydration.