Clean at Sephora, Leaping Bunny, NEA seal
| Ingredient transparency | Full ingredient list read and categorised |
| Ownership | Founded 2009 by Lilli Gordon. Private equity firm Castanea Partners took a stake in 2015. Procter & Gamble acquired First Aid Beauty in July 2018 for a reported ~$250m (into P&G's Skin & Personal Care / Prestige business). Lilli Gordon remained Founder & CEO, reporting into P&G's global skin and personal care president; multiple profiles (Glossy, LinkedIn, The Org, CEW) through 2025 continue to list her as Founder/CEO. No evidence of any subsequent sale or divestment, still trading as a wholly owned P&G subsidiary. |
| Where made | FAQ states First Aid Beauty products are manufactured in the U.S. |
| Cruelty free | Yes |
| Vegan | Partial |
| Organic | No |
| Certifications | PETA: confirmed via the certifier's own page (crueltyfree.peta.org/company/first-aid-beauty/), 'Yes, First Aid Beauty is cruelty-free.' Genuine. not Leaping Bunny certified: no brand page found under any guessed leapingbunny.org slug (404) and none indexed in search, recorded as no evidence found (register's own search tool not directly queryable) rather than proven absent. not B Corp, not COSMOS, not Ecocert, not NATRUE, not EWG Verified, not USDA Organic, none found. |
| Sold in mainland China | The brand publishes no China statement of its own; it entered mainland China retail in 2019 and Cruelty-Free Kitty relisted it after China dropped mandatory post market animal testing in 2023. |
| Palm oil | No public disclosure found. |
| Good On You | No Good On You rating found. |
| EWG | No EWG Verified mark and no brand level EWG rating found. |
| External ratings | Clean at Sephora; NEA Seal |
| Controversies | FDA Class II recall in 2024 of 2,756 units of Coconut Vanilla Ultra Repair Cream over a current good manufacturing practice deviation, and earlier removal from Cruelty-Free Kitty's list when it began selling in mainland China. |
| Caveat | OWNERSHIP: Procter & Gamble owned since 2018, so its PETA Beauty Without Bunnies listing and cruelty free claim sit inside a parent that tests on animals where required by law, and the brand carries no B Corp, EWG Verified or Leaping Bunny certification. |
| Reports note | <p>Cites derm/sensitivity testing; NEA seal; no COAs</p> |
Claims made for this brand that could not be confirmed in a certifier's own register. A brand website is a claim, not a source.
'Hypoallergenic,' 'dermatologist-tested,' and 'fragrance-free' are used constantly in First Aid Beauty's own marketing and in coverage of the brand, but none of these are terms defined or policed by any certifying registry, the FDA does not regulate or define 'hypoallergenic' for cosmetics in the US, and there is no third-party certifying body for any of these three terms, so they should be treated as descriptive marketing language, not certifications, and never quoted as if independently verified. Also note the same parent-company caveat as for OUAI: PETA's own separate corporate profile for Procter & Gamble states that P&G overall 'does test on animals' (directly, via suppliers, or via third parties), even though PETA separately and specifically certifies First Aid Beauty as cruelty-free, the brand-level certification should not be read as extending to parent-company practice.
PETA cruelty-free confirmation https://crueltyfree.peta.org/company/first-aid-beauty/
P&G corporate profile ("does test on animals") https://crueltyfree.peta.org/company/procter-gamble/
P&G acquires First Aid Beauty, 2018, ~$250m https://www.gcimagazine.com/brands-products/news/news/21868284/pg-aims-to-boost-prestige-skin-care-with-first-aid-beauty-acquisition
Lilli Gordon remains Founder & CEO post-acquisition https://wwd.com/beauty-industry-news/beauty-features/feature/first-aid-beauty-founder-talks-procter-gamble-acquisition-1203354392/
Lilli Gordon still Founder/CEO, recent profile https://theorg.com/org/first-aid-beauty/org-chart/lilli-gordon
Why there is no score: Partial read. No score is published. Ingredient lists were obtained for 43 of 53 products, 81 percent of the catalogue. The other 10 products publish no ingredient list that could be read. A percentage drawn from part of a catalogue is not a figure for the range, so none is shown.
Catalogue 53 products, 43 with an ingredient list, 10 without.
Last checked 22 July 2026.
We analysed 43 First Aid Beauty products, categorising every listed ingredient by function, origin (raw natural, naturally derived or synthetic) and safety concern. This is not the whole catalogue, so it is reported as a partial read. Percentages show the share of each formula that is natural or naturally derived.
Most common flags: Phenoxyethanol, Dimethicone, Tetrasodium EDTA, Mineral Oil, Parabens, Petrolatum, Formaldehydes, Oxybenzone, Ethanol, Polysorbate 20, Eucalyptus Globulus Leaf Oil, Disodium EDTA
Coverage: Partial read: ingredient lists were published for 43 of 53 products, 81 percent of the catalogue. No average is shown, because a figure drawn from part of a catalogue is not the figure for the range.
Analyst note: PARTIAL READ: ingredient lists were found for 43 of 53 products in the catalogue, 81 percent. The remaining products do not publish an ingredient list where it could be read automatically. Any average below is calculated on the 43 products read, and is not a figure for the whole range.
| Product | Natural | Ingredients | Flagged |
|---|---|---|---|
| Ultra Gentle Pure Skin Face Cleanser | 89% | 27 | 3 |
| Ultimate Radiance Routine | 73% | 41 | 13 |
| Anti-Chafe Stick with Shea Butter + Colloidal Oatmeal | 65% | 17 | 6 |
| Ultimate Smooth Body Routine | 77% | 31 | 3 |
| Brighten + Glow Hydrating Primer with Niacinamide + Glycerin | 73% | 41 | 13 |
| Brighten + Glow Exfoliating Gel Cleanser with AHA and Jojoba Pearls | 82% | 22 | 2 |
| Ultra Light Liquid Mineral Sunscreen with Zinc Oxide SPF 30 | 65% | 17 | 6 |
| Ultimate Hydration Routine | 84% | 31 | 1 |
| Sensitive Skin Bestsellers | 65% | 17 | 6 |
| Brighten + Glow Facial Radiance Pads with Glycolic + Lactic Acids | 65% | 17 | 6 |
| Ultra Repair Cream Toasted Coconut | 73% | 22 | 4 |
| Ultra Repair Retinol Serum with 0.3% Retinol Complex + Peptides | 45% | 22 | 7 |
| Ultra Repair Retinol Eye Cream with Retinol, Squalane + Ceramides | 84% | 55 | 3 |
| Brighten + Glow Facial Radiance Pads with Glycolic + Lactic Acids 90 Count | 65% | 17 | 6 |
| KP Bump Eraser Body Scrub 10% AHA Toasted Coconut 10 oz | 82% | 33 | 2 |
| Ultra Repair Firming Night Cream with Colloidal Oatmeal + Niacinamide | 74% | 38 | 4 |
| KP Bump Eraser Body Scrub 10% AHA Fresh Peach | 77% | 31 | 3 |
| KP Bump Eraser Body Scrub 10% AHA Fresh Strawberry | 77% | 31 | 3 |
| KP Bump Eraser Body Scrub 10% AHA Toasted Coconut | 82% | 33 | 2 |
| Ultra Repair Cream Warm Vanilla | 73% | 22 | 4 |
| Ultra Repair Cream Intense Hydration | 73% | 22 | 4 |
| Ultra Repair Cream Intense Hydration 2oz | 73% | 22 | 4 |
| Ultra Repair Hydrating Pillow Pads with Colloidal Oatmeal + Ceramides | 84% | 31 | 1 |
| Ultimate Acne Solutions Routine | 73% | 22 | 3 |
| Acne Clearing Pads with 2% Salicylic Acid | 79% | 19 | 3 |
| Body Acne Clearing Mist with 2% Salicylic Acid | 65% | 17 | 6 |
| Daily Resurfacing Lotion with 2% Niacinamide | 73% | 22 | 3 |
| Ultra Repair Cream Fresh Strawberry | 73% | 22 | 4 |
| Smooth Shave Cream | 89% | 27 | 3 |
| KP Smoothing + Brightening Body Lotion Fresh Peach | 81% | 32 | 5 |
| Hydrating Dewy Gel Cream Moisturizer with Hyaluronic Acid + Ceramides | 67% | 30 | 7 |
| Ultra Repair Firming Day Cream with Peptides, Niacinamide + Collagen | 78% | 27 | 2 |
| Whole Body Deodorant Cream | 89% | 27 | 5 |
| Dark Spot Serum with Niacinamide | 46% | 24 | 6 |
| Brighten + Glow Bronzing Drops with Niacinamide | 89% | 19 | 1 |
| Nourish + Glow Body Oil with Jojoba Seed + Grapeseed Oil | 100% | 23 | 11 |
| Brighten + Glow Eye Cream with Niacinamide | 84% | 51 | 4 |
| Ingrown Hair Pads with BHA + AHA | 79% | 19 | 4 |
| Ultra Repair Hydrate + De-Puff Eye Cream with Hyaluronic Acid | 84% | 37 | 1 |
| Ingrown Hair Pads with BHA + AHA 60 count | 79% | 19 | 4 |
| Hydrating Toner with Squalane + Oats | 83% | 29 | 2 |
| Ultra Repair Face Lotion with Colloidal Oatmeal | 76% | 21 | 2 |
| KP Bump Eraser Body Scrub 10% AHA | 77% | 31 | 3 |
Full ingredient breakdown
The full ingredient by ingredient breakdown of all 43 First Aid Beauty products (1158 ingredients, each categorised by function, origin and safety concern) is free with an account.
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