First Aid Beauty is offering even more skin-care rescue.
The almost seven-year-old brand, launched by Lilli Gordon to offer a step up from the classic skin-care essentials often found at drugstores, is adding two new items. Both of the items extend the Facial Radiance collection, one of the most successful pillars in the brand.
“We launched with six products, now we have 30-plus and expanding quickly,” said Gordon. “From our initial products, three became cult classics.” One was Facial Radiance Pads, a daily treatment that gently exfoliates, tones and brightens.
But Gordon sensed a need for an even more serious option to complement the pads. The result is Facial Radiance Intensive Peel. “The pads are great for those who want an easy, daily solution. But I wanted to do something stronger like a clinical in-home treatment,” Gordon explained. She likens the pads to daily tooth-brushing with the peel akin to a deep professional cleaning.
Three powerful exfoliators — Lactic acid, Salicylic acid and Mucor Miehei extract — work synergistically to retexturize skin. A combination of clay and active charcoal create a pH balance to ensure both safety and efficacy. In studies after six weeks of use, 97 percent of those testing the product said their complexion felt brighter, 95 percent indicated their skin felt smooth and silky and 93 percent felt a healthy glow and overall improvement in skin appearance.
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The Peel launches in Sephora next month (it is already available on sephora.com) retailing for $40 with further distribution on tap for 2017.
Also rolling out to stores in August in Sephora (sephora.com this month) and Ulta Beauty is Facial Radiance Illuminating Moisturizer priced at $34. According to Gordon, the light-diffusing gel-cream provides a flattering luminosity that also plumps skin with hydration. A key ingredient is Sodium Hyaluronate, a more bio-available version of Hyaluronic Acid to boost the skin’s moisture content and reduce the appearance of fine lines.
Although Gordon wouldn’t comment on figures, industry sources said the brand grew more than 80 percent last year in Sephora and continues to be a major performer for the retailer. Sephora Mexico recently added the brand and Sephora online in Southeast Asia. Gordon added that the international reach continues to grow, especially in the U.K.
First Aid Beauty made its debut in Ulta Beauty earlier this year. “That was a very important step and significant opportunity for the brand,” said Gordon, adding the goal is controlled growth to guarantee proper support. “We believe in building deep, deep business relationships. We don’t want to go in and play small. We want to put the resources behind it and help the retailer grow the channel,” she said. One of her visions for First Aid Beauty was to trade consumers of classic skin care essentials from mass to class.
In addition to Facial Radiance Pads, another hero in the range is Ultra Repair Cream. “We sell one Ultra Repair Cream every 20 seconds in the world,” said Gordon.
Earlier this year, Castanea Partners became a minority investor in First Aid Beauty, which is expected to help foster product innovation and growth.