P&G Reportedly Bought First Aid Beauty for $250 Million

Imagine how many First Aid Beauty products $250 million could buy you. Well, all of them, apparently, since that's how much industry sources told Women's Wear Daily Procter & Gamble paid to acquire the widely loved skin-care brand, making it the latest beauty label to fall under the P&G umbrella.

Anyone who's serious about not only treating their skin's sensitivity, but also improving the appearance of that sensitive skin, has probably tried a FAB product. The reasonably priced range is known for striking "the perfect balance between efficacious, yet safe for sensitive skin," according to the brand website, which is one of many major sites that sells FAB face and body products, including Allure Best of Beauty winners Eye Duty Triple Remedy AM Gel Cream, Ultra Repair Cream, and Ultra Repair Instant Oatmeal Mask. And now, after nearly a decade on the market, FAB's future is looking even brighter as it joins brands like Olay and SK-II as part of the skin-care portfolio of one of the world's biggest companies.

"We are so excited to welcome FAB to the P&G Beauty family," Kelly Vanasse, P&G Beauty's vice president of commincations, tells Allure. "Both companies share a commitment to science-based skin-care solutions that really work. FAB is a great fit for P&G Beauty with its full line of prestige products that deliver skin health solutions specifically designed for sensitive skin and skin conditions, like eczema, redness, and dryness. We love that it's a fun, cool brand that delivers outstanding results."

FAB founder Lilli Gordon will continue as CEO and ensure that the brand will stay true to the formulas its fans love. But that doesn't mean it won't expand beyond its current offerings. Gordon told WWD that there's already a new product launch planned for August, and there could even be FAB hair-care products farther down the line.

Regardless of the FAB's future launches, P&G is reportedly planning to keep it feeling like a stand-alone brand and not corporation-backed powerhouse. "We're not trying to turn them into the next Olay," Alex Keith, president of P&G's global hair care and beauty, told WWD.

Not that there's anything wrong with Olay — but we're happy to hear FAB will be staying true to its philosophies as it enters this amazing new chapter.

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