P&G acquires First Aid Beauty

Thursday, July 19, 2018

Image from FAB Instagram page. Used under U.S. Fair Use laws.
Cincinnati-based Proctor and Gamble (P&G) have announced that they have acquired the cult skincare company First Aid Beauty for a reported $250 million. First Aid Beauty was founded in 2009 by Lilli Gordon in Newton, Massachusetts. It quickly gained a following and has done quite well in Sephora and in ULTA Beauty with reportedly over $50 million in annual sales.

Ms. Gordon will remain as CEO and will retain her current team of approximately 50 employees.


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