Lilli Gordon

Lilli Gordon is the founder and CEO of First Aid Beauty (FAB), a skincare company she launched in 2009.12 With a background in both finance and beauty, Gordon identified a gap in the skincare market between clinical drugstore brands and high-end prestige offerings.1

Career and Company Background

Gordon founded First Aid Beauty to create skincare solutions for sensitive skin that were effective, safe, and aesthetically pleasing.3 The company's initial launch partners were Sephora and QVC.1 FAB has since expanded to be widely available at Ulta stores in the U.S. and has grown internationally, especially after its $250 million acquisition by Procter & Gamble in 2018.1

Business Approach

Market Positioning:: FAB was positioned to fill the niche between clinical brands like Eucerin and prestige anti-aging products, offering elevated formulations with clean ingredients.1

Target Audience:: The brand appeals to consumers with skin issues like eczema and sensitive skin, providing solutions beyond just anti-aging products.1

Educational Background

Gordon attended The University of Chicago Booth School of Business.4

Entrepreneurial Journey

Before founding FAB, Gordon had experience as a financial and skincare entrepreneur.2 She faced challenges in growing the company, including a near-death experience when Sephora considered pulling distribution. Gordon responded by raising additional funding and even selling her house to keep the business afloat.2

Personal Philosophy

Gordon's mission with First Aid Beauty was to create "everyday essentials and targeted skincare solutions that deliver immediate relief, lasting results, and feel-good textures".3 Her goal is to help consumers achieve healthy-looking skin, which she believes is beautiful skin.3