Today First Aid Beauty(TM) LLC (FAB) launches its solution-driven line of skincare products exclusively on Sephora.com, with a launch in Sephora stores in January 2010 (see also First Aid Beauty).

"We are pleased to be the exclusive retailer of First Aid Beauty," says Margarita Arriagada, Sephora's SVP of Merchandising. "As a true 'Skincare Essential,' First Aid Beauty addresses a space within our great assortment: efficacious basic and specialty products, suitable for sensitive skin, all at an entry price point. We are confident our clients will be as excited about the brand as we are, and they can discover the brand on Sephora.com this fall and in-store in January 2010."

FAB is a premium collection that caters to universal beauty concerns, as well as the needs of sensitive and challenged skin. Creating an entirely new category in the prestige marketplace, FAB ups the ante on drugstore brands aimed at problem skin by delivering innovative daily solutions and treatments, scientifically advanced and dermatologist-recommended formulations, luxurious product textures and contemporary, identifiable packaging.

"Skin types ranging from mildly sensitive/reactive to chronic conditions including severe dryness, eczema and facial redness now have a results-oriented, feel-good solution for everything from daily routine to skin emergencies," says Founder & CEO Lilli Gordon. "FAB extends the focus from anti-aging to also tackle acne, dark circles, persistent redness, irritation, pre- and post-cosmetic treatment and other environmental reactions, so that beautiful, glowing skin is attainable by conquering all the skin concerns we face. This is true 'First Aid Beauty.'"

Formulations are developed under the directive of ingredient minimization by blending only the essential, most effective scientific and natural ingredients, which are rigorously researched and approved by both dermatologists and the Environmental Working Group's Skin Deep Cosmetic Safety Database. Free of harsh irritants including parabens, phthalates, alcohol, fragrances and artificial dyes, products are infused with the brand's signature FAB Antioxidant Booster -- a powerful botanical antioxidant cocktail that combats free radicals. Select products also boast FDA-approved over-the-counter formulations that target specific skin issues such as eczema and acne. FAB products are allergy-tested.

<<Science Letter via NewsRx.com -- 10/15/2009>>