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First Aid Beauty’s Founder on Being Acquired by P&G

Lilli Gordon won’t be leaving First Aid Beauty anytime soon. The founder and chief executive officer of First Aid Beauty shared her strategy for financing her beauty brand, which she launched at the age of 55. On stage at WWD’s BeautyVest, Gordon said she has no interest in leaving the company anytime soon, adding, “I can’t even imagine that.” Gordon was at an advantage launching her company when she did, having spent her career building relationships — some of whom became early investors in her brand. She eventually decided to take on private equity investment, which she used to change the risk profile of her business, and last year, sold FAB to Procter & Gamble for an estimated $250 million. “I’m still the ceo, I do have a boss — that’s the first time I’ve ever had a boss in my life — but fortunately he lives in another part of the world,” Gordon said of the integration process. “They had to integrate the brand financially because P&G is a public company. One of the things that was discussed during the whole process and because of P&G’s past experiences dealing in the prestige market with acquisitions where they heavily integrated brands from the

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