Amazon.com Inc. on March 20 unveiled a new brand of skincare called Belei.

The 12-item line includes a range of personal care products such as moisturizers, serums, masks and creams.

The company said the products, which are priced between $9 and $40, do not contain parabens, phthalates and sulfates and were ethically made.

The Belei line follows a quiet launch earlier this month of Fast Beauty Co., an exclusive skincare and beauty products range on Amazon's platform.