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The global fashion business journal

Apr 2, 20208:55am

Amazon takes its latest cosmetics brand to Europe

The American e-commerce giant, that launched Belei last March, has introduced the brand in Italy, Spain, France, Germany and the United Kingdom.

Oct 24, 2019 — 4:33pm
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Amazon takes its latest cosmetics brand to Europe



Amazon takes another step in Europe. The American e-commerce giant has introduced its latest cosmetic brand, Belei, launched last March, specialized in skincare, to the European market. Specifically, the brand is now being sold in Italy, Spain, France, Germany and the United Kingdom.


“Our goal is to help customers spend less time and money in finding suitable solutions for skincare,” said Alessandro Mestri, head of the group’s beauty division in Italy. The line includes facial cleansing wipes, serums and various types of moisturizers.


A few months ago, the group launched Solimo, a brand of personal and home care products. In Europe, Amazon has a fashion division, from which it has launched in recent years brands such as Find, Iris&Lilly, specialized in lingerie and swimwear, Truth&Fable, formal garments and Meraki, basic wear. 

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