Amazon has launched its first-ever private label beauty brand, Belei.

Belei is a skincare brand, and it looks fresh and modern, with green and white packaging. Bottles are made using post-consumer recycled resin and the cartons are recyclable.

Belei’s initial lineup consists of 12 products, and the most expensive are the serums, at an affordable $40.

The line includes: Retinol Refining Moisturizer in a jar with a pump; Hydrating Hyaluronic Acid Serum in a bottle with a pump; Triple-Peptide Eye Cream in a jar; Oil-Free Face Moisturizer SPF 50, in a tube with a pump; Charcoal Balancing Mask in a jar; Ferulic Acid + Vitamins C and E Serum in a dropper bottle; and Micellar Facial Wipes.

The products address common skincare concerns, the company says, such as acne, the appearance of fine lines and wrinkles, dark spots, dehydration, dullness and more.

Kara Trousdale, head of beauty for Private Brands on amazon.com, says, “Our goal is to help customers spend less time and money searching for the right skincare solutions.”

Trousdale continues, “We took a simple, no-nonsense approach when creating Belei, developing products with ingredients that are both proven to deliver results and also offer customers great value for the quality.”

The cruelty-free, fragrance-free formulas don’t contain parabens, phthalates, or sulfates.