Lilli Gordon founded First Aid Beauty (aka “FAB”) in 2009, turning it into a cult-favorite, multi-million dollar international skincare company that it is today. Inspired by drugstore classics, FAB combines first aid with beauty and offers effective, feel-good solutions and head-to-toe essentials for all skin types, even sensitive.
Lilli, whose experience spans several consumer businesses,was formerly a partner in Fresh, whose sales expanded 20-fold during her tenure. She also helped negotiate the sale of a majority interest of Fresh to LVMH.
After her tenure at Fresh, Lilli served as President of Cross Retail Ventures, where she successfully led the re-branding effort at A.T. Cross Company and the design and development of retail prototype stores.
When she’s not working or traveling Lilli’s focus is always her family and friends.
Q&A with Lilli
1. How did you get into beauty?
My experience in beauty began with Fresh, where I was a partner of the founders, Lev Glazman and Alina Roytberg. During my years at Fresh, in addition to successfully growing the business, I helped negotiate the sale of a majority interest of Fresh to LVMH Moet Hennessy Louis Vuitton. That industry knowledge I gained at Fresh was key to starting First Aid Beauty.
2. Why do you love indie beauty?
It’s a community of incredible, creative individuals pursuing their entrepreneurial dreams.
3. How can you help indie beauty brands?
For most of my professional life, I’ve been in the business world, in finance to be specific. And, then about 20 years ago, I was lucky enough to join Fresh. Lev and Alina are both amazing, creative, talented people, but at the time, they had very little business expertise. So, they brought me on as their partner to help grow the business, expand it and really take it to the next level. It was an incredible experience. I’d go to work and say, “Is this really work?” For me, my favorite part of starting First Aid Beauty was the fact it took every single thing I had ever done in my life and brought it together under one umbrella. I found that really, really exciting. My broad experience and entrepreneurial background really enables me to provide a uniquely holistic perspective to other indie beauty brands.
4. If you could give indie beauty brands one piece of advice, what would it be?
Stay focused.
5. What is the best piece of advice you’ve gotten?
Figure out what you want to get from your business after five years and let that guide the next five years.
6. Favorite motto or inspirational quote.
Especially in the beauty industry, more than any other industry – the difference between something good and something great is attention to detail. Details are absolutely paramount to success.
7. Must-read email, blog, publication?
CEW!
