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mask or lipstick is authentic; if they’re not, the
consequences can be harsh. “Phony cosmetics
often contain things such as arsenic, beryllium,
and cadmium (all known carcinogens) along with
high levels of aluminum and dangerous levels of
bacteria. Some of these products have caused
conditions like acne, psoriasis, rashes, and eye
infections,” the FBI warns.
A LOW-KEY PUSH FOR BELEI
One beauty brand on Amazon is guaranteed to be
the real deal—because the company itself
manufactures it. Belei is free of sulfates,
parabens, and phthalates; is dermatologist-
tested; is cruelty-free; and has recycled and
recyclable packaging. This might be Amazon’s
best move in beauty to date, and though it’s
presented in a low-key way on the site, the brand
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Amazon’s biggest misstep with Belei is that it’s
not marketed as “clean beauty,” a huge industry
trend of which Amazon’s top beauty
competitors—from Sephora to Target—are taking
full advantage.
Amazon is making the same mistakes in beauty
that it has with fashion: It doesn’t innovate or
take advantage of its strengths. Haus
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capturing the superstar status of Rihanna’s Fenty
line, Amazon’s professional beauty supply store is
a bit amateurish, and Belei is a more ordinary
The Ordinary.
Chandra Steele
Professionals
and customers
alike should
exercise ex-
treme caution
in buying beau-
ty items on
Amazon.
