Follow us twitter facebook
Edition: Global
Click here to subscribe toour free weekly newsletter click here
Industry buzz

Procter & Gamble adds indie brand First Aid Beauty to portfolio

Cult skincare brand First Aid Beauty has been snapped up by Procter & Gamble. According to press reports, P&G, which counts Olay, Aussie, Herbal Essences and SK-II as part of its portfolio, stumped up an estimated US$250 million to secure its new acquisition.

Lilli Gordon, First Aid Beauty’s founder and CEO, said the move will allow the brand to focus on increasing its global presence and explore product development options.

First Aid Beauty Skin Rescue Acne Clearing Pads with White Clay. Photo: © Courtesy of First Aid Beauty

First Aid Beauty Skin Rescue Acne Clearing Pads with White Clay. Photo: © Courtesy of First Aid Beauty

Since being founded in 2009, First Aid Beauty has developed a reputation for science-based skincare and makeup that spans everything from moisturizers and serums to acne clearing pads and sunscreen. Products are developed to fit the needs of sensitive skin and conditions such as eczema, redness and dryness. The collection is sold online, as well as at Sephora and Ulta Beauty.

Premium Beauty News with AFP/Relaxnews


  • Ultra Repair Tinted Moisturizer SPF 30 - 5 Shades Available. Photo : © (...)
  • Hello Fab Ginger & Turmeric Vitamin C Jelly Mask. Photo : © Courtesy of (...)
© 2018 - Premium Beauty News -
latest news

MakeUp in Paris: Applications to the Innovation Tree break new record!

With more than 170 products competing to be selected in the Innovation Tree, the next edition of the MakeUp in Paris trade show looks very promising. The Innovation Tree is a selection of the best innovations received for each ‘MakeUp in’ show. A committee of internationally recognized experts elect those that may change the way (...)

read more
job opportunities
Experts’ views
Developing eco-responsible ingredients: transform without denaturing

Romuald Vallée
Developing eco-responsible ingredients: transform without denaturing

This is a trend which is fast growing in all areas, including in the cosmetics industry. Eco-responsibility has become a major element in the purchasing process for consumers who want their choices to have a positive impact on the society and the environment. The “green” business, often interpreted as a “marketing opportunity” is now (...)

read more


We use cookies to give you a better browsing experience. By continuing your visit to this site, you accept the use of cookies. Read more and set cookies