Ab Fab

US skincare brand aimed at sensitive skins First-Aid Beauty (FAB) launched in Auckland. Founder Lilli Gordon saw a gap in the market for skincare that’s for sensitive skin yet luxurious…

US skincare brand First-Aid Beauty (FAB) launched in Auckland this week to beauty media over brunch at Fish at the Hilton announcing its arrival into Farmers stores from 5 July.

The brand’s founder Lilli Gordon saw a gap in the market for skincare that’s for sensitive skin yet luxurious.

It began only three years ago in 2009 in the States and quickly spread to all Sephora stores across USA, Asia, Europe and Boots pharmacies in UK.

It’s a mid-priced brand with prices ranging from $16 for the Lip Therapy to $68 for the Uplifting Serum. it combines natural and non-natural ingredients, but ALL ingredients must be irritant-free.

All products are also free of parabens, phlates, alcohol, dyes, pegs and mineral oils.

Below: FAB Detox Eye Roller $36

FAB Uplifting Serum $68

FAB Lip Therapy ($16) is a great way to refreh lips during the day. It smells of peppermint and got lots of "mmms" from the Beauty Editors around the room!

We got to chat with Lilli Gordon via Skype in the States. She says she "wanted to offer an entry-level prestige set of solutions that are affordable and luxurious."

Her goal is to "address sensitive skin in a modern way."

Next year will see the launch of the anti-ageing line First-Aid Beauty Anti Ageing Technology which uses a micro algae as its antioxidant.

After the hero product, Ultra Repair Cream ($19 for 2 oz, $43 for 6 oz), the cleanser is the biggest seller. Sephora reported that people are just passionate about the cleanser ($30).

Below: Some of the popular products in the FAB range.

Below: delicious ginger biscuits at the launch brunch had the FAB logo star in icing.

You can buy FAB at Farmers from 5th July 2012.

Megan Robinson
20 June 2012