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First Aid Beauty Celebrates Five Years

The skin care brand has experienced 84 percent growth in the past year and is celebrating its milestone with an array of social and digital initiatives with giveaways and contests.

Five years looks good on First Aid Beauty.

The skin care brand has experienced 84 percent growth in the past year and is celebrating its milestone with an array of social and digital initiatives with giveaways and contests.

“We doubled our business in Sephora last year and that was led by vloggers, advertising, new product launches and the strength of our field team,” said Lilli Gordon, founder and chief executive officer of First Aid Beauty.

In the product pipeline, Gordon is adding two new stockkeeping units, Ultra Repair Pure Mineral Sunscreen Moisturizer Broad Spectrum SPF 40, which launches in April and Vitamin Hydrating Mist, which hits shelves in May.

Ultra Repair Pure Mineral Sunscreen Moisturizer Broad Spectrum SPF 40 contains zinc oxide and titanium dioxide to block UVA and UVB rays, while shea butter, meadowfoam seed oil and avocado seed oil hydrate and soften skin.

Vitamin Hydrating Mist blends vitamin B5, E and C and licorice root, feverfew and white tea hydrate and refresh skin throughout the day.

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“Our rescue mission to provide easy to use, effective, feel good solutions for universal skin challenges, guides all new product development,” said Gordon. “The line has lots of room to grow in order to meet that objective.”

Although Gordon wouldn’t talk financials, industry sources estimate that the two new products, which will be sold at Sephora and sephora.com, could do $10 million at retail in the first year on shelves.