# Simplistic Time-Saving Skincare Amazon Launched Its Own Skincare Brand Called 'Belei' By Laura McQuarrie | Published 2019-03-20 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/belei References: [businesswire](https://www.businesswire.com/news/home/20190320005029/en/4541039/Amazon-Kicks-Spring-Launch-Belei-Dedicated-Skincare) & [amazon](http://www.amazon.com/belei?tag=trenhunt0f-20) 'Belei' is the name of a new skincare brand created by [Amazon](https://www.trendhunter.com/trends/alicia-keys) that offers 12 products in the form of cleansing wipes, moisturizers, masks, serums and more, all under $40. Belei specifically targets skincare concerns like acne, fine lines, dark spots, dehydration and dullness with what Amazon's Head of Beauty for Private Brands, Kara Trousdale, describes as a "[simple, no-nonsense approach](https://www.trendhunter.com/trends/beauty-market)." Ultimately, Belei aims to offer consumers an effective way to save money and save time finding the right skincare solutions for their needs. Some of the standout products from Belei include its oil-free Micellar Facial Wipes for removing makeup and impurities, the Vitamin C Moisturizer and the [multitasking Hydrating Hyaluronic Acid Serum](https://www.trendhunter.com/trends/cellis), which features a blend of five hyaluronic acids to effortlessly address several skincare needs at once. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 58% | Activity: 63% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Affordable Skincare Brands:** The rise of affordable skincare brands is disrupting the traditional high-end skincare industry. - **Simplification of Skincare Regimens:** The emphasis on simplistic and no-nonsense skincare products represents a disruptive innovation opportunity for brands that can streamline consumer routines. - **Multitasking Skincare Products:** The popularity of multitasking skincare products is creating new opportunities for brands to innovate and create products that meet multiple skincare needs at once. ### Sectors Adopting This - **Skincare Industry:** The entrance of Amazon's Belei skincare brand is disrupting the traditional skincare industry by offering affordable, no-nonsense skincare products. - **E-commerce Industry:** The launch of Amazon's Belei skincare brand represents an opportunity for the e-commerce industry to expand into the skincare market and compete with traditional skincare retailers. - **Clean Beauty Industry:** The trend towards simplification in skincare routines presents a disruptive innovation opportunity for clean beauty brands that can offer effective, minimalistic skincare solutions to consumers. ## Related on Trend Hunter - [Singer-Made Skincare Partnerships](https://www.trendhunter.com/trends/alicia-keys.md) - [Biocompatible Skincare Ranges](https://www.trendhunter.com/trends/naturium-amazon-canada-1.md) - [Accessible Nourishing Skincare](https://www.trendhunter.com/trends/best-skincare.md) - [Wellness-Focused Efficient Skincare Lines](https://www.trendhunter.com/trends/practical-alchemy.md) - [Vegan Nourishing Skincare](https://www.trendhunter.com/trends/vegan-nourishing-skincare.md) - [Minimalist Performance-Driven Skincare Brands](https://www.trendhunter.com/trends/beauty-market.md) - [Apothecary Distribution Partnerships](https://www.trendhunter.com/trends/kiehls-launched-on-amazon.md) - [Accessible Superfood Beauty Brands](https://www.trendhunter.com/trends/goop-1.md) - [Teen-Targeted Skincare Products](https://www.trendhunter.com/trends/instanatural-besties.md)