P&G acquires independent skincare beauty brand for $250m

US-based consumer goods company Proctor & Gamble (P&G) has reportedly acquired independent skincare beauty brand First Aid Beauty for $250m.

Established in 2009, the skincare brand provides targeted skincare solutions that are formulated using safe and allergy-tested ingredients.

First Aid Beauty founder and CEO Lili Gordon was quoted by WWD as saying that the firm will boost its presence worldwide “much faster and so much more effectively”.

P&G Global Skin and Personal Care president Markus Strobel was quoted by WWD as saying: “We’re looking in our skincare portfolio for brands that complement our portfolio in benefit spaces where we’re currently not present, or in segments of the market where we’re not present, and First Aid Beauty fits the bill pretty well.”

First Aid Beauty focuses on developing skincare and makeup products, ranging from moisturisers and serums to acne clearing pads and sunscreen.

The company presents its customers with a large range of beauty products both online and through the Sephora and Ulta Beauty personal care stores.

P&G spokesperson Damon Jones was quoted by Beauty Packaging as saying: “FAB brings to P&G a full line of prestige products that deliver skin health solutions specifically designed for sensitive skin and skin conditions, like eczema, redness and dryness through fun, engaging, luxurious, feel-good formulas.”

P&G’s portfolio of skincare brands includes Olay, Aussie, Herbal Essences and SK-II.