P&G Just Bought This Ultra-Popular Skin Care Brand for $250 Million

Photo Credits: Jonathan Weiss/Shutterstock

Proctor and Gamble—which houses popular brands like Olay and SK-II—just announced that it's acquired the widely loved skin care brand, First Aid Beauty, for $250 Million, Women's Wear Daily reports.

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As a brand focusing on healing common skin concerns, particularly when it comes to sensitive skin conditions like acne, eczema and psoriasis, First Aid Beauty has grown tremendously since its inception in 2008. "When I look at where we are today, it’s almost a point of inflection for the business,” Lilli Gordon, the brand's founder, told WWD in an interview. “We’ve been growing very healthily, but in order to sustain that growth over the next 10 years really takes a different mindset.”

🎉 A special announcement from FAB founder Lilli Gordon: “I am thrilled to announce that First Aid Beauty is now part of the P&G Beauty family! (Please see our Story for a link to the @WWD announcement article.) When I launched First Aid Beauty in 2009, I was on a rescue mission to address the needs of sensitive skin (like mine) and provide clean, feel-good formulas that really work. Almost a decade later, thanks to your love, loyalty and support, our brand has grown tremendously, and I am so excited to enter into this next chapter with the global reach and resources of @pgbeauty. I will continue to lead the amazing team at FAB, and we all remain committed to making every day a good skin day through the same clean, cruelty-free, safe for sensitive skin products that you expect from FAB. Thank you for being such a huge part of the FAB journey so far, and I look forward to your continued support. Have questions? Comment below or send us a DM, and we’ll do our best to answer everything. xx, Lilli” 😘

A post shared by First Aid Beauty (@firstaidbeauty) on


So, what's next for the brand now that it will fall under the P&G umbrella? Well for one, the products themselves will soon get a major boost. According to Gordon, the company will now be able to explore new avenues for product development, research and formulations, as well as potentially take "the philosophy of [FAB] into categories like hair.”

While hair care products from First Aid Beauty certainly won't arrive any time soon, predictions like this have us beyond excited for the level of innovation P&G will inevitably help bring to the brand. And with prices ranging from only $12 to $58, we can't wait to stock up on future launches!

1 Comment
  • LeslieB
    Posted on

    I have been using Ultra Repair Cream for years; it's absolutely a must-have for everyone. It's all natural ingredients with colloidal oatmeal really works, even for a small outbreak of contact dermatitis... I just simply put a small amount on the redness and within a few minutes it's gone. For winter dry patches, it's amazing. And, for friends I've told about it for eczema and psoriasis, it's very soothing for them. I really hope P&G doesn't change the ingredients or this product. It really is amazing. And, I am NOT a company spokesperson, just a very satisfied customer.

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