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First Aid Beauty (FAB) launched in the US back in 2009 and became a hit (thanks in part to a spot on the Tyra Banks Show). It has now, finally, landed on British soil and is exclusive to Boots.
Masterminded by Lilli Gordon, whose career spans three decades working in marketing positions for beauty and fashion brands, she wanted to create luxe products for sensitive skins, 'Individuals with tough skin conditions no longer have to sacrifice luxury and beauty, nor do they have to tolerate greasy creams and bland formulas. FAB addresses daily skincare basics as well as offers intense therapy and emergency care for some serious problems, including atopic dermatitis, facial redness, irritated, reactive skin and acne' she says.