What Does First Aid Beauty Do?

Total employees140
HeadquartersNewton Highlands
Founded2009

First Aid Beauty (FAB) is a skincare company founded by Lilli Gordon in 2009 with a mission to create effective, feel-good solutions and head-to-toe essentials for all skin types, especially sensitive skin. The brand focuses on addressing common skin concerns with clean, cruelty-free, and dermatologist-tested formulas that provide both immediate relief and long-term results without irritation. Known for its popular Ultra Repair Cream, FAB emphasizes ingredient transparency and safety. In July 2018, First Aid Beauty was acquired by Procter & Gamble (P&G) for an estimated $250 million, joining P&G's portfolio of beauty brands while aiming to maintain its indie spirit and commitment to sensitive skincare.

Where Is First Aid Beauty's Headquarters?

HQ Function

Serves as the main hub for First Aid Beauty's brand management, product development, marketing strategy, and day-to-day operations.

Notable Features:

The Newton office likely embodies the brand's clean and modern aesthetic, designed to foster creativity and collaboration among its dedicated team.

Work Culture:

The work culture at First Aid Beauty is often described as passionate, innovative, and fast-paced, retaining some of its entrepreneurial spirit while benefiting from the resources of P&G. There's a strong focus on product efficacy and customer well-being.

HQ Significance:

This location is significant as the birthplace of the brand and continues to be central to its identity and product innovation, even after the P&G acquisition, ensuring the brand's core values are upheld.

Values Reflected in HQ: The headquarters' operations reflect First Aid Beauty's commitment to creating high-quality, effective, and safe skincare solutions, with an emphasis on scientific backing and ingredient-consciousness.

Location:

First Aid Beauty products are distributed globally, available in major retail chains such as Sephora, Ulta Beauty, and department stores, as well as online. Its international reach is significantly supported by Procter & Gamble's established global distribution networks. Key markets include North America, Europe, Australia, and parts of Asia. Global functions include international marketing, sales, supply chain management, and customer engagement, largely integrated with or supported by P&G's international infrastructure.

Street Address:

1170 Walnut St

City:

Newton Highlands

State/Province:

MA

Country:

USA

Where Else Does First Aid Beauty Operate Around the World?

Cincinnati, Ohio, USA

Address: 1 Procter & Gamble Plaza, Cincinnati, OH 45202, USA

Supports First Aid Beauty through P&G's extensive research and development capabilities, global supply chain, marketing expertise, and corporate functions.

Buying Intent Signals for First Aid Beauty

Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.

Notable news
Hiring actively
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
*Example signal, not calculated in real time

Who's Leading First Aid Beauty? Meet the Executive Team

As of April 2025, First Aid Beauty' leadership includes:

Lilli Gordon - Founder
Alex Keith - CEO, P&G Beauty (Overseeing First Aid Beauty and other P&G beauty brands)
Markus Strobel - President, P&G Skin & Personal Care (Direct oversight of categories including First Aid Beauty)

Who's Investing in First Aid Beauty?

First Aid Beauty has been backed by several prominent investors over the years, including:

Procter & Gamble (Acquirer & Parent Company since 2018)
Castanea Partners (Previous private equity investor)

What Leadership Changes Has First Aid Beauty Seen Recently?

Hire0
Exits0

Specific executive changes solely for the First Aid Beauty brand unit within P&G are not frequently publicized. Major leadership appointments or departures are typically announced at the P&G Beauty or Skin & Personal Care division level. No major, publicly announced hires or exits specific to direct First Aid Beauty brand leadership have been noted in the past 12 months.

What Technology (Tech Stack) Is Used byFirst Aid Beauty?

Discover the tools First Aid Beauty uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.

First Aid Beauty Email Formats and Examples

As part of Procter & Gamble, employees associated with First Aid Beauty typically use P&G's corporate email system. Common P&G email formats include [lastname].[f]@pg.com or [lastname].[firstinitial]@pg.com. For direct brand communications, emails might originate from @firstaidbeauty.com addresses, often using formats like [firstinitial][lastname]@firstaidbeauty.com or [firstname].[lastname]@firstaidbeauty.com.

[firstinitial][lastname]@firstaidbeauty.com or [lastname].[f]@pg.com

Format

jdoe@firstaidbeauty.com or doe.j@pg.com

Example

80%

Success rate

What's the Latest News About First Aid Beauty?

GlossyJanuary 17, 2024

First Aid Beauty doubles down on brand DNA with new ‘sensitive skin’ campaign

First Aid Beauty launched a new campaign, 'Sensitive Skin Solutions,' emphasizing its expertise in addressing sensitive skin concerns. The campaign aims to educate consumers on identifying and managing skin sensitivity with FAB's dermatologist-tested products....more

WWDMarch 27, 2023

P&G’s First Aid Beauty Taps Influencer Dylan Mulvaney for #FabRespect Campaign

First Aid Beauty partnered with influencer Dylan Mulvaney for its #FabRespect campaign, aiming to promote skin positivity and respect for all skin journeys. The campaign highlights the brand's commitment to inclusivity and gentle skincare....more

ForbesJuly 19, 2018

Procter & Gamble Acquires First Aid Beauty

Procter & Gamble announced its acquisition of First Aid Beauty, a skincare brand known for its sensitive skin solutions. The deal, reportedly valued around $250 million, aims to expand P&G's presence in the prestige beauty market....more

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