Amazon unveiled the Luxury Beauty Store last week, positioning itself in the luxury beauty space among competitors like Sephora.

Watch out Sephora and Beauty.com, there is a new retailer for luxury beauty goods and it already has millions of fans. Amazon, the world’s favorite e-commerce site, has officially entered the luxury beauty market. Amazon will provide a curated range of 24 luxury brands such as Nars, Stila and Butter London, in addition to editorial content to put it in competition with the aforementioned product purveyors.

The luxury beauty page is a more minimalistic take on the typical Amazon webpage, and provides tips for consumers with beauty editors’ picks and look books of on-trend goods that match the makeup seen on runways. Chance Wales, Director of Beauty, Health & Personal Care for the e-commerce giant, tells Women’s Wear Daily:

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