First Aid Beauty is an independent company.

American skincare brand founded in Boston, Massachusetts in 2009 by Lilli Gordon, designed specifically for sensitive and reactive skin types. First Aid Beauty — FAB — built its range around gentle, multi-tasking formulas free from common irritants, with the Ultra Repair Cream as its hero product. The brand positions itself at the accessible end of the prestige skincare market and distributes through Sephora and other specialty retailers. Procter & Gamble acquired First Aid Beauty in 2018 to strengthen its specialty beauty portfolio.