Lilli Gordon

Founder & CEO First Aid Beauty

What motivated you to start your company?
When I moved from the world of finance to beauty, I absolutely fell in love with the industry and was determined never to leave. After an incredible career with Fresh, a startup at the time, I got the bug to start my own beauty business. My own challenged skin led me on a quest for products that would make my skin happy and that felt enjoyable to use. Believe it or not, they were virtually non-existent, so I decided to jump in and fill that white space by launching First Aid Beauty!

What advice do you have for indie brands?
The three most important points I always emphasize are: (1) Make sure your brand has a clear, differentiated mission; (2) Do not overpromise to your distribution partners, your investors or your customers – ever; and (3) Ask yourself where you see the brand in five years if successful, and make sure you have the talent and dollars to get there.

What are your sources of inspiration?
Emerging science, food and wellness trends, popular culture and everyday visual stimuli, whether traveling or at home, are my greatest sources of inspiration.

What do you hope to give back by being an Indie Advisor?
I had a few amazing mentors when I started my brand. Not only did they give me invaluable advice, they also gave me the confidence I needed to pursue my vision. I would like to be able to do the same.