Rodan & Fields

Rodan + Fields, an American skincare and haircare company, was established by Stanford-trained dermatologists Dr. Katie Rodan and Dr. Kathy Fields. The pair met in 1984 during their dermatology residency at Stanford University and had previously developed the highly successful acne treatment Proactiv in 1995. Their journey with Rodan + Fields began in 2000, launching the brand in 2002 to be sold in department stores. A significant milestone occurred in 2003 when the company was acquired by Estée Lauder. However, in 2007, the founders repurchased their brand, driven by a belief in a more direct, word-of-mouth sales approach.

This strategic pivot led to the 2008 relaunch of Rodan + Fields under a multi-level marketing (MLM) model, which the company termed "Consumer Connected Commerce." This model utilized a network of independent consultants to sell products directly to consumers, primarily online and through social networks. In a major shift effective September 2024, the company is transitioning from the MLM structure to an affiliate-powered, direct-to-consumer model. This new approach streamlines the business by eliminating recruitment-based commissions and focusing on direct sales by consultants, who will now operate under an affiliate program. The business generates revenue through the sale of its skincare and, more recently, haircare products. In 2018, the company received a significant minority investment from private equity firm TPG Capital, which valued the company at $4 billion at the time.

Rodan + Fields offers a range of dermatology-inspired products aimed at addressing various skin and hair concerns. The product portfolio includes multi-step regimens targeting issues like aging (Redefine), dark spots (Reverse), acne and oily skin (Unblemish), and sensitivity (Soothe). Beyond these core regimens, the company provides an array of products including serums, moisturizers, sun protection, and eye creams. A notable expansion occurred in 2022 when the brand launched into the haircare market with product lines focused on a "scalp-first" approach. The products are developed by in-house scientists in Berkeley, California, and are backed by clinical testing. The company's philanthropic arm, the Prescription for Change Foundation, was started in 2008 and supports programs that empower young people.

Keywords: dermatology skincare, direct-to-consumer beauty, affiliate marketing skincare, anti-aging regimens, acne treatment, Dr. Katie Rodan, Dr. Kathy Fields, Proactiv creators, scalp-first haircare, social commerce, TPG Capital, Redefine, Unblemish, Reverse, Soothe, Lash Boost, skincare consulting, digital retail, multi-level marketing transition, consumer connected commerce, Prescription for Change Foundation, women-founded business