Amazon Debuts Exclusive Beauty Brand

First there was K-beauty, beauty regimens and products inspired by Korean beauty secrets. Is the next trend in beauty L-beauty, products and regimens based on Latvian secrets? Well maybe, if Amazon has any say in the matter.

News reports are emerging that the eCommerce giant launched its own exclusive beauty brand last week.

The line, called Fast Beauty Company, comes to the market care of Amazon’s brand accelerator program. The program helps founders create brands for exclusive sale on the Amazon marketplace. That is different than Amazon private label products, which are Amazon-owned brands. Fast Beauty Company is led by New York dermatologist Dhaval Bhanusali and partners Simona and Diana Kubasova, who are both Latvian models.

The sisters, on the firm’s website, say the brand was founded and formulated by scientists to provide “effective, get gorgeous solutions in just five minutes.” The line includes hydration products enhanced with collagen, and a collection of charcoal-based products. The product line also contains some skincare favorites such as masks, moisture creams and makeup removing wipes. Most of the products are available to buy for $5 and up.

The launch moved Amazon forward on two axes it has been looking to pursue. The first is an additional move into the health and wellness segment, which has been a growing area of interest for the eCommerce giant for the last 18 months. Last year, Amazon worked with a medical device company to develop an exclusive brand of blood glucose monitors. It also began selling a larger array of over-the-counter pharmaceuticals, hair care products and shave gels, and acquired PillPack.

The other axis is the push for more Amazon exclusive content available on its eCommerce site that Amazon does not necessarily have to create. In October, reports emerged that Amazon was pushing manufacturers to create Amazon exclusive materials in greater numbers. By January, reports said Amazon’s push was getting more aggressive — as the brand vastly prefers exclusive content to the time and expense entailed by developing its own private label.

Amazon did not immediately respond to a request for comments on its newest launch so far.