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Meet Lilli Gordon of First Aid Beauty

Today we’d like to introduce you to Lilli Gordon.

Lilli Gordon, please share your story with us. How did you get to where you are today?
My career started out geared towards finance and providing economic, financial and business strategy consulting. I took that experience, knowledge, and discipline to beauty brand Fresh when it was a startup. During my time there I helped negotiate the sale of a majority interest of Fresh to LVMH Moet Hennessy Louis Vuitton. As a member of the senior management team and Board of Directors, I was responsible for long-term strategic planning, all corporate finance functions and capital formation and development.

After my tenure at Fresh, I decided to take on a new challenge – I wanted to be the first to bring luxurious, sensitive skin care products to consumers. First Aid Beauty launched in 2010 in just over 100 Sephora stores, and now the brand can be found in more than 1500 luxury department stores and boutiques throughout the United States, the UK, Australia, Mexico, Malaysia, Singapore, and Korea. The cult-favorite brand is frequently recommended by the media, favored by many of Hollywood’s biggest stars and trusted by leading dermatologists and makeup artists.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Fortunately, the road had been relatively smooth. Staying relevant and fueling growth is an ongoing challenge at all phases of the business.

First Aid Beauty – what should we know? What do you guys do best? What sets you apart from the competition?
Since the beginning, First Aid Beauty has been on a rescue mission to help skin look and feel its absolute best. We want to make every day a good skin day for you. At First Aid Beauty, we provide everyday essentials and targeted skincare solutions that deliver immediate relief, lasting results and feel-good textures.

We understand that not all skin is created equal, and our extensive collection of products allows each consumer to create a skincare routine that meets his or her personal needs. All of our products are formulated with skin-nurturing ingredients, are allergy- or safety-in-use tested and strike the perfect balance between efficacious and safe for sensitive skin. There truly is no other brand as committed to sensitive skin as we are!

What moment in your career do you look back most fondly on?
What makes me proudest is receiving testimonials from customers who have truly experience life-changing results from using some of our products, especially Ultra Repair Cream.


  • Our collection of products ranges from $12 to $58 and retails in-store and online at Sephora and Ulta, plus online at

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