First Aid Beauty

What First Aid Beauty does

First Aid Beauty is a US-based, cruelty-free skincare brand founded in 2009 and operating as a wholly-owned sub-brand of Procter & Gamble. The company designs, formulates, and sells dermatologist-tested products targeted primarily at consumers with sensitive skin, organized into four product lines — Hydration, Body, Radiance, and Acne — spanning cleansers, moisturizers, exfoliators, serums, sunscreens, eye/lip care, and body treatments. Hero products include Ultra Repair Cream Intense Hydration (colloidal oatmeal-based), KP Bump Eraser Body Scrub 10% AHA, and Brighten + Glow Facial Radiance Pads; the portfolio also extends into makeup-adjacent primers, bronzing drops, and mineral SPF sunscreens. Core formulation technology centers on combining active ingredients (salicylic acid, niacinamide, glycolic/lactic acids, retinol) with barrier-supporting ingredients (colloidal oatmeal, ceramides, squalane, dimethicone) to address use cases including dry skin, eczema, keratosis pilaris, acne, ingrown hairs, and early anti-aging.

The business operates a hybrid go-to-market combining direct-to-consumer e-commerce at firstaidbeauty.com with third-party distribution through Sephora and Amazon, and global fulfillment. Revenue mechanics mix one-time product sales ($12–$77 individual SKUs, $35–$110 bundles) with a Subscribe + Save auto-replenishment program offering 20% off, supported by the multi-tier FAB FAM loyalty program. Marketing spans organic social (Instagram, TikTok, YouTube, Facebook), email, an educational skin-concern blog, PR/earned media, and influencer/athlete ambassadors; in January 2026 the brand became the Official Skincare of Team USA for the Milano Cortina Winter Olympics and Paralympics, anchoring a rebrand that was the company's first major repositioning in nearly two decades. The company is led by CEO Catherine D'Aragon and operates with 51–100 employees.

Name

First Aid Beauty

Legal name

First Aid Beauty

Website

https://firstaidbeauty.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

First Aid Beauty is a Procter & Gamble-owned, US-based skincare brand formulating dermatologist-tested, sensitive-skin products across hydration, body, radiance, and acne lines, sold DTC, at Sephora, and on Amazon.

Ownership category

akta.pro rank

Product category

Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)

akta.pro secondary industries

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD), Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

Keywords

• Sensitive skin skincare
• Skincare products
• Moisturizers and cleansers
• Body care exfoliators
• Dermatologist tested skincare

Headquarters

HQ city

Newton

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Product Sales: First Aid Beauty generates revenue primarily through direct-to-consumer sales via its e-commerce platform (firstaidbeauty.com), offering a wide range of skincare products including moisturizers, cleansers, body scrubs, serums, and treatment products at price points ranging from $12 to $77.
2. Subscription/Auto-Replenishment: The brand offers Subscribe + Save options providing 20% discount, creating recurring revenue through automatic product delivery on a scheduled basis.
3. Retail/DTC Distribution: Products are distributed through major retail partners including Sephora and Amazon, generating revenue through wholesale and retail partnerships.
4. Bundle and Kit Sales: The brand offers curated routine bundles and gift sets at discounted prices (ranging from $35-$110), driving higher average order values through bundled product offerings.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

First Aid Beauty manufactures and sells dermatologist-tested, sensitive-skin-friendly skincare products including moisturizers, cleansers, body scrubs, exfoliating pads, serums, sunscreens, eye creams, and barrier treatments. The brand organizes its assortment into Hydration, Body, Radiance, and Acne product lines, with hero SKUs such as Ultra Repair Cream Intense Hydration, KP Bump Eraser Body Scrub 10% AHA, and Brighten + Glow Facial Radiance Pads. Products are sold direct-to-consumer via firstaidbeauty.com, through Sephora and Amazon, and via Subscribe + Save auto-replenishment subscriptions.

Product overview

First Aid Beauty is a cruelty-free skincare brand specializing in sensitive skin solutions. The product portfolio is organized into four main lines: Hydration (moisturizers, barrier balms, hydrating serums), Body (KP bump erasers, body scrubs, body oils), Radiance (facial radiance pads, exfoliating cleansers, brightening products), and Acne (salicylic acid treatments, acne clearing pads). Core hero products include Ultra Repair Cream Intense Hydration, KP Bump Eraser Body Scrub 10% AHA, and Brighten + Glow Facial Radiance Pads. The brand offers products across categories including cleansers, moisturizers, exfoliators, serums, sunscreens, eye/lip care, and body treatments. Most products are designed to be safe for all skin types while addressing specific concerns like dry skin, eczema, keratosis pilaris, acne, dullness, and anti-aging. The brand operates as a sub-brand of Procter & Gamble.

Differentiator

Problem solved

Functional benefit

Products and services

• Ultra Repair Cream Intense Hydration Award-winning, dermatologist-tested moisturizer with colloidal oatmeal that delivers intense hydration and soothes dry, distressed skin. Available in multiple sizes and flavor-inspired variants. Targeted at consumers with sensitive, dry, or eczema-prone skin.
• KP Bump Eraser Body Scrub 10% AHA Body scrub with 10% AHA that combines chemical and physical exfoliation for visibly smoother skin after one use. Designed for keratosis pilaris and body bumps on arms and legs. Targeted at consumers with rough, bumpy body skin texture.
• Brighten + Glow Facial Radiance Pads with Glycolic + Lactic Acids Pre-soaked compostable exfoliating pads that gently exfoliate, brighten, and prep skin for makeup using glycolic and lactic acids. Targeted at consumers seeking radiance and gentle daily exfoliation, including sensitive skin.
• Ultra Gentle Cream-to-Foam Face Cleanser Daily cream-to-foam face cleanser with colloidal oatmeal and glycerin that removes makeup and SPF without stripping the skin barrier. Designed for sensitive skin consumers.
• Ultra Repair Hydrating Pillow Pads Overnight hydrating pillow pads with colloidal oatmeal and ceramides that boost moisture absorption while sleeping. Targeted at consumers with dehydrated or sensitive skin.
• Ultra Repair Rescue Barrier Balm Protective barrier balm with dimethicone that shields dry, compromised skin and supports barrier recovery. Targeted at consumers with dry, cracked, or eczema-prone skin.
• Ingrown Hair Pads with BHA + AHA Compostable exfoliating pads with BHA and AHA designed to help prevent razor bumps and ingrown hairs after shaving or waxing. Targeted at consumers prone to ingrown hairs on the body or bikini area.
• Nourish + Glow Body Oil After-shower nourishing body oil formulated with jojoba seed oil and grapeseed oil that delivers 24-hour hydration and barrier support with a crisp citrus scent. Targeted at consumers seeking lightweight, daily body moisture.
• Body Acne Clearing Mist with 2% Salicylic Acid Quick-drying mist with 2% salicylic acid designed to treat and help prevent body breakouts on the back, chest, and shoulders. Targeted at consumers with body acne.
• Acne Clearing Pads with 2% Salicylic Acid Pre-soaked pads with 2% salicylic acid designed to treat and help prevent breakouts while remaining gentle enough for sensitive skin. Targeted at consumers with acne-prone skin.
• Daily Resurfacing Lotion with 2% Niacinamide Lightweight daily lotion with 2% niacinamide that visibly fades post-acne marks and evens skin tone. Targeted at consumers with post-acne hyperpigmentation.
• Hydrating Dewy Gel Cream Moisturizer Lightweight dewy gel cream moisturizer with hyaluronic acid and ceramides that delivers moisture-boosting hydration without heaviness. Targeted at consumers seeking hydration with a dewy finish.
• Hydrating Sunscreen Milk with Colloidal Oatmeal SPF 45 Broad spectrum SPF 45 sunscreen milk formulated with colloidal oatmeal that hydrates while protecting against UV. Targeted at sensitive-skin consumers seeking daily sun protection.
• Ultra Repair Face Lotion with Colloidal Oatmeal Lightweight daily face lotion with colloidal oatmeal that delivers everyday hydration for sensitive skin. Targeted at sensitive-skin consumers seeking a non-heavy moisturizer.
• Ultra Repair Firming Day Cream with Peptides, Niacinamide + Collagen Firming day cream formulated with peptides, niacinamide, and collagen that targets visible signs of aging during the day. Targeted at consumers with mature skin seeking firming and anti-aging benefits.
• Ultra Repair Firming Night Cream with Colloidal Oatmeal + Niacinamide Overnight firming night cream formulated with colloidal oatmeal and niacinamide that supports skin repair and firming while sleeping. Targeted at consumers with mature skin.
• Hello FAB Coconut Skin Smoothie Priming Moisturizer Coconut-infused priming moisturizer that hydrates skin and creates a smooth base for makeup. Targeted at consumers seeking a hybrid skincare-makeup primer product.
• Brighten + Glow Exfoliating Gel Cleanser Exfoliating gel cleanser with AHA and jojoba pearls that removes makeup and gently exfoliates without stripping the skin barrier. Targeted at consumers seeking daily brightening and gentle exfoliation.
• Brighten + Glow Hydrating Primer with Niacinamide + Glycerin Hydrating primer formulated with niacinamide and glycerin that moisturizes and primes skin for makeup application. Targeted at consumers seeking a hydrating base under makeup.
• Brighten + Glow Bronzing Drops with Niacinamide Bronzing drops formulated with niacinamide that can be layered with moisturizer for a customizable sun-kissed glow. Targeted at consumers seeking a customizable bronze tint with skincare benefits.
• Brightening Micro Powder Exfoliant with Vitamin C Brightening micro powder exfoliant formulated with stable vitamin C (ascorbic acid) that visibly brightens dark spots and provides antioxidant protection against environmental stressors. Targeted at consumers with uneven skin tone and dullness.
• Brighten + Glow Eye Cream with Niacinamide Eye cream formulated with niacinamide that brightens the under-eye area. Targeted at consumers with dark circles or dullness around the eyes.
• KP Smoothing + Brightening Body Lotion with AHA and Urea Body lotion formulated with AHA and urea that smooths keratosis pilaris bumps and brightens overall body skin tone. Targeted at consumers with KP and uneven body skin tone.
• Ultra Light Liquid Mineral Sunscreen with Zinc Oxide SPF 30 Weightless liquid mineral sunscreen with zinc oxide that provides SPF 30 broad spectrum protection and is safe for sensitive skin. Targeted at sensitive-skin consumers preferring mineral-based sun protection.
• Ultra Repair Retinol Eye Cream Retinol eye cream formulated with squalane and ceramides that targets visible signs of aging around the eye area while supporting the skin barrier. Targeted at consumers seeking retinol-based anti-aging eye care.
• Ultra Repair Hydrate + De-Puff Eye Cream Eye cream formulated with hyaluronic acid that hydrates and de-puffs the under-eye area. Targeted at consumers with dehydrated or puffy under-eyes.
• Ultra Repair Retinol Serum with 0.3% Retinol Complex + Peptides Retinol serum formulated with 0.3% retinol complex and peptides that targets visible signs of aging including fine lines and loss of firmness. Targeted at consumers seeking clinical-strength anti-aging treatment.
• Ultra Repair Hydration Boost Serum with Colloidal Oatmeal + Hyaluronic Acid Hydrating serum formulated with colloidal oatmeal and hyaluronic acid that delivers a concentrated moisture boost. Targeted at dehydrated, sensitive-skin consumers.
• Dark Spot Serum with Niacinamide Dark spot serum formulated with niacinamide that helps even skin tone and fade hyperpigmentation and post-acne marks. Targeted at consumers with uneven skin tone and dark spots.
• Hydrating Toner with Squalane + Oats Hydrating toner formulated with squalane and oats that replenishes moisture after cleansing and preps skin for serums and moisturizers. Targeted at dehydrated, sensitive-skin consumers.
• Dry Skin Rescue Kit Exclusive $40 value set featuring Ultra Repair Cream and complementary products designed for dry skin, launched in partnership with Team USA for the 2026 Winter Olympics and Paralympics. Targeted at consumers seeking a curated cold-weather skincare regimen.
• Subscribe + Save Auto-Replenishment Program Subscription program that delivers First Aid Beauty products on a customer-chosen schedule at a 20% discount. Targeted at repeat consumers who want convenient, recurring delivery of skincare staples.
• FAB FAM Loyalty Rewards Program Multi-tiered loyalty rewards program (FAB FAM) where members earn points and unlock tiered benefits including Rising Star, Shooting Star, and Superstar levels, plus birthday rewards and exclusive promotions. Targeted at repeat First Aid Beauty customers.

Quantifiable outcome

• Clinically proven to strengthen skin barrier in 7 days
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• Jamie Anderson (Olympic Athlete)coreGTM or Marketing Partner · 5 January 2026Jamie Anderson, Olympic snowboarder, named as brand representative for First Aid Beauty to promote athlete-approved winter skin essentials, leveraging her profile to connect with active consumers concerned about skin health.
• Sydney Jo Peterson (Olympic Athlete)coreGTM or Marketing Partner · 5 January 2026Sydney Jo Peterson, Olympic athlete, named as brand representative for First Aid Beauty to promote athlete-approved winter skin essentials as part of the Team USA Olympic activation.
• Team USA / US Olympic & Paralympic CommitteeflagshipGTM or Marketing Partner · 2 January 2026First Aid Beauty became the Official Skincare of Team USA for the Milano Cortina 2026 Winter Olympics and Paralympics. The partnership includes supplying Ultra Repair Cream to support athletes in cold conditions, brand ambassadors, and a new product launch timed to the Olympic activation.
• Procter & GamblecoreOthers · 2 January 2026First Aid Beauty is a sub-brand of Procter & Gamble, operating as a subsidiary within P&G's beauty and grooming portfolio, providing corporate backing, distribution capabilities, and R&D resources.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• CeraVe: CeraVe is a leading dermatologist-developed skincare brand owned by L'Oréal, focused on ceramides and barrier repair for sensitive and dry skin. It directly competes with First Aid Beauty in cleanser, moisturizer, and treatment categories across Sephora, drugstores, and Amazon.
• La Roche-Posay: La Roche-Posay is L'Oréal's dermocosmetics flagship, offering dermatologist-recommended sensitive-skin skincare sold through pharmacies, dermatologists' offices, and Sephora. It overlaps heavily with FAB's sensitive-skin, clinically-proven positioning and premium retail footprint.
• Cetaphil: Cetaphil is a Galderma-owned sensitive-skin brand offering gentle cleansers and moisturizers widely recommended by dermatologists. It competes directly with FAB in the cleanser and core moisturizer categories, particularly in mass and drug channels.
• Paula's Choice: Paula's Choice is a research-driven skincare brand built around clinically proven actives (BHA, AHA, niacinamide, retinol) for sensitive and acne-prone skin. It overlaps with FAB's treatment skincare lines and similar DTC-plus-Sephora distribution model.
• Vanicream: Vanicream is a dermatologist-recommended brand formulated without common irritants (fragrance, dyes, lanolin) for sensitive and eczema-prone skin. It competes with FAB in the sensitive-skin moisturizer and cleanser segments, primarily through drugstores and physician channels.
• The Ordinary: The Ordinary (DECIEM, owned by Estée Lauder) offers affordable, single-active serums and treatments (AHA, BHA, niacinamide, retinol) targeted at ingredient-savvy consumers. It overlaps with FAB's treatment and serum categories and competes for the same Sephora and DTC shopper.
• Drunk Elephant: Drunk Elephant is a biocompatible skincare brand (acquired by Shiseido) sold primarily at Sephora, focused on clean formulations, active ingredients, and barrier support. It competes with FAB in the premium Sephora channel for ingredient-conscious, sensitive-skin-adjacent consumers.
• Glow Recipe: Glow Recipe is a Sephora-anchored skincare brand built around gentle fruit-derived actives and treatment serums. It competes with FAB in the Sephora prestige channel for consumers seeking results-driven but sensitive-skin-friendly formulations.
• Youth To The People: Youth To The People is a Sephora-based skincare brand offering cold-pressed superfood and active-ingredient formulations (AHA, retinol, niacinamide). It competes with FAB in the premium Sephora channel for treatment and barrier-support skincare.

Emerging players

• Tula Skincare: Tula is a probiotic-focused skincare brand sold at Sephora and Ulta, addressing sensitive and reactive skin through microbiome-supporting formulations. It is a partial-overlap competitor focused on a more specific (probiotic) angle within the broader sensitive-skin category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/firstaidbeauty
• Facebookfacebook.com/firstaidbeauty
• Instagraminstagram.com/firstaidbeauty
• TikToktiktok.com/@firstaidbeauty
• Xx.com/firstaidbeauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about First Aid Beauty