In 2009, Lilli Gordon launched First Aid Beauty (AKA FAB). Lilli, a beauty industry veteran, found herself surrounded by products that worked but felt like medicine, felt great but were not effective, or smelled wonderful but made her sensitive skin red and irritated. Lilli created First Aid Beauty to provide highly effective yet luxurious products that treat everyday beauty and skincare challenges. At FAB they like to keep it simple. The packaging says what the products do, and the products do what they say. FAB products blend serious therapeutic action with luxurious textures, so individuals with tough skin conditions no longer have to sacrifice luxury nor tolerate greasy creams and bland formulas.

FAB products are free of harsh chemicals and known allergens, including parabens, phthalates, alcohol, fragrances and artificial dyes. Select products also boast FDA-approved over-the-counter formulations that target specific skin issues such as eczema and acne. The result is true first aid beauty and a collection of products that may be used safely by even the most sensitive skin types.