Amazon is getting into another category in retail: skin care. The company on Wednesday said it’s launching its first dedicated skin care line, called Belei. It will sell items including moisturizers, eye cream and spot treatments, ranging in price from $9 to $40.
Amazon has increasingly been adding its own in-house brands, including ones for clothing, shoes, snack foods, baby diapers and mattresses. The move threatens the other brands that currently sell on its platform, as Amazon has the power to give its own labels top placement on the website.
Other rivals that sell the same items at higher prices also can be threatened as sales shift to Amazon’s cheaper alternative. Amazon currently has 138 private labels, according to TJI, a subscription business that tracks Amazon’s further foray into retail.
