Belei
In 2019, Amazon launched its first custom private brand skincare line, Belei.
Brand Statement
We don’t believe in beauty secrets, only beauty solutions. Let’s skip the buzzwords, overpromising and “secret formulas,” and get straight to the ingredients that deliver results. We take a simple approach to skincare with products built around key ingredients with proven effectiveness. Nothing less, nothing more. And always free of parabens, pthalates, and sulfates. Dermatologist tested. Never tested on animals.
I supported all aspects of the development and launch for this brand, including foundational elements, art direction, photography, packaging layout and print standards, and deliverables for 450+ assets for marketing, detail pages, store page, and PR initiatives.
Winner of Gold Pentaward for packaging design, 2019
“Continuing the ‘high-low’ Amazon experience everything in the range under £30, which may come as a pleasant surprise once you’ve seen the sophisticated packaging. Dressed in teals and deep greens, with a pleasingly clinical feel, Amazon are clearly aware of what today’s savvy skincare shopper wants. ”
