First Aid Beauty

Initial Investment Date: July 2015
Acquired by Procter & Gamble: August 2018

First Aid Beauty produces and markets skin care products and makeup targeting specific skin issues such as eczema, anti-aging, dry skin, and acne while being safe for sensitive skin.


First Aid Beauty is well-positioned in the personal care and beauty industry. Lilli and her team have developed a highly differentiated brand in the prestige category with a compelling range of products.

First Aid Beauty's products are allergy-tested and suitable for sensitive skin.  1 of 2
Ultra Repair Tinted Moisturizer is a multitasker with SPF 30 protection and provides a natural, luminous finish. 2 of 2

First Aid Beauty was founded in 2009 by Lilli Gordon and is based outside of Boston, MA. FAB products are free of harsh chemicals and known allergens, and address skin concerns such as aging, dryness, redness, eczema, acne, and sun protection.

First Aid Beauty is distributed through Sephora, Ulta, and other domestic and international beauty retailers.

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