The US online giant has launched a new Luxury Beauty store, which went live on Friday.

The new section of the site features a clean layout and in-house shots of the products, which include cosmetics, beauty products and perfumes by Burberry, Nars, L’Occitane, Dr. Brandt Skincare, Jack Black, Deborah Lipmann, Dr. Dennis Gross Skincare and Stila, among others.

“We have luxury shoppers,” said Chance Wales, Amazon’s director of beauty and health, told WWD. “What we have been lacking is luxury brands, and we hope this is the first step to marry our customer’s needs with what brands expect in terms of displaying and selling their luxury [products].”

Sorted into Skin Care, Makeup, Fragrance, Hair Care, Men’s and On Trend silos, the site hopes to attract shoppers away from dedicated beauty sites like Feel Unique.