First Aid Beauty

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First Aid Beauty Logo

First Aid Beauty was founded in 2009 by Lilli Gordon and is centered around healing skin. 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. FAB products are free of harsh chemicals and known allergens, and address skin concerns such as aging, dryness, redness, eczema, acne, and sun protection.[1]

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

Products are priced between $12 for Ultra Repair Lip Therapy to $58 for FAB Skin Lab Retinol Serum 0.25% Pure Concentrate.[2]

Procter & Gamble has acquired First Aid Beauty for an estimated $250 million. Terms of the deal were not disclosed, but industry sources said P&G paid around $250 million for the brand. First Aid Beauty is said to have about $50 million in net sales. P&G declined to comment on numbers.[2]

Support to Black Lives Matter

In response to the death of George Floyd, First Aid Beauty said it will donate an undisclosed amount to the NAACP Legal Defense Fund and noted its founder, Lilli Gordon, would match the donation. “We stand with the #blacklivesmatter movement and will continue to do our part as a brand and as individuals to support our black community,” as their post on Instagram mention.

“We stand together with our colleagues, customers, families, and friends in the Black and POC community against racial injustice and racism in any form.”[3]

References

  1. First Aid Beauty. castaneapartners.com. Retrieved January 24, 2021.
  2. 2.0 2.1 Collins, Allison. P&G Acquires First Aid Beauty. July 17, 2018. wwd.com. Retrieved January 24, 2021.
  3. Shacknai, Gabby. These Beauty Brands Are Speaking Up And Taking Action To Support Black Lives. May 31, 2020. forbes.com. Retrieved January 22, 2021.