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Amazon makes own play for the beauty sector as online brands pick up steam

Tonya Garcia
Amazon makes own play for the beauty sector as online brands pick up steam

Amazon.com Inc. is making a play for the beauty category with a new line of skin-care products at a time when digitally-native brands are driving sales across the sector. Amazon’s (AMZN)  Belei features a dozen items including a charcoal balancing mask ($18), a dark spot solution serum ($22) and a vitamin C moisturizer ($35). Brands like L’Oreal and Maybelline are among the wide range of big-name beauty products on the Amazon site.