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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.
Serves as the main hub for First Aid Beauty's brand management, product development, marketing strategy, and day-to-day operations.
The Newton office likely embodies the brand's clean and modern aesthetic, designed to foster creativity and collaboration among its dedicated team.
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.
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.
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.
1170 Walnut St
Newton Highlands
MA
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.
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As of April 2025, First Aid Beauty' leadership includes:
First Aid Beauty has been backed by several prominent investors over the years, including:
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.
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.
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
Glossy • January 17, 2024
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
WWD • March 27, 2023
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
Forbes • July 19, 2018
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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