Rodan + Fields
| Company type | Private |
|---|---|
| Industry | Cosmetics and personal care products |
| Founded | 2007; 18 years ago (2007) |
| Founder | |
| Headquarters | , U.S. |
Area served | United States, Canada, Australia |
Key people | Dimitri Haloulos (President and CEO) |
| Products | |
| Website | www |
Rodan & Fields, LLC, known as Rodan + Fields or R+F, is an American skincare and haircare company. Katie Rodan and Kathy A. Fields, creators of Proactiv, founded Rodan + Fields in 2000 and sold it in 2003.[1] [2] They relaunched the brand in 2007 as a multi-level marketing firm,[3] using independent consultants to sell its products.[4] This business model has been criticized by consumer advocates as being a pyramid scheme.[4]
In 2024, Rodan +Fields announced that it changed to an affiliate-based direct-to-consumer business model.[5] [6]
History
[edit ]Fields and Rodan met in 1984 during their dermatology residency at Stanford University School of Medicine. In 1995, they developed Proactiv Solution as a preventative skincare for acne.[7] [8] Proactiv is now a registered trademark of Guthy-Renker and Nestlé.[9]
Fields and Rodan founded Rodan + Fields in 2000[1] and later launched a line of products sold in department stores. In 2003, the company was purchased by Estée Lauder.[4] In 2007, Fields and Rodan reacquired the brand[10] and transitioned the company from department stores to multi-level marketing, where consultants could earn a commission for their own sales and for the sales of people they recruited.[4] Rodan + Fields launched in Canada in February 2015 and in Australia in September 2017.[4] [11]
In 2018, private equity firm TPG bought a minority stake in the company. At the time, Rodan + Fields was valued at 4ドル billion.[12]
In April 2020, the US Federal Trade Commission (FTC) issued a warning letter to Rodan + Fields for making unlawful and misleading earnings claims related to COVID-19.[13]
In 2021, Rodan + Fields was named the number one skincare regimen brand in the United States for the fourth year in a row (2018-2021).[8]
In October 2022, the founders launched a whole line of shampoos, conditioners and stylers, on top of their skincare.[14] [15] In November 2022, Rodan and Fields were a part of a class action lawsuit in regards to their Lash Boost serum. The company offered 38ドル million to resolve the issue as well as change their verbiage on the product usage, instructions, and warnings.[16] [17]
Products
[edit ]In 2002, Fields and Rodan launched their skincare line. Those products ranged from cleansers, to acne treatments.[10] Their Redefine skincare line is a three step regimen. Starting from either a Clay or Foaming Cleanser (Step 1), a Pore Refining Toner (Step 2), A Defense Lotion or Cream (Step 3), and lastly a Restorative Cream or Lotion (Step 4).[18]
In 2020, the company launched its Anti-Aging Regimen.[19]
In 2022, the company expanded into haircare and launched the Volume+ and Smooth+ lines, both with a scalp-first approach.[20]
Business
[edit ]Rodan + Fields has its headquarters in San Francisco, California.[21] Its products include cleansers, toners, moisturizers, creams, exfoliators and sunscreens.[10]
Starting in 2007, Rodan + Fields distributes via multi-level marketing,[22] which has been criticized by consumer advocates as akin to a pyramid scheme.[4] [23] Consultants focused on social media, phone and in-person presentations to sell products and invite others to join their team.[24] The average 2015 annual income for a consultant was 3,182ドル.[25]
Per the 2016 Income-Disclosure agreement, 90% of Rodan + Fields members earned less than 200ドル per month and 96% earned less than 500ドル per month.[26] In 2016, 125,348 (representing 44% of all recruits) recorded zero earnings and are thus no longer considered active.[26] 2% of active sellers make the annual minimum wage or higher.[4] Most use Rodan + Fields to supplement, not replace, other work.[27]
Rodan + Fields announced in July 2024 that it would switch from a multi-level direct selling strategy to an affiliate program on September 1, 2024.[28] [2] R+F cut 100 positions and reorganized its business structure to a direct-to-consumer model.[6] Only current R+F consultants are eligible to join its affiliate program.[5]
References
[edit ]- ^ a b Moore, Kaarin. "Rodan and Fields announces new business model, cuts 100 jobs". Retail Dive. Retrieved 8 March 2025.
- ^ a b Ritter, Liz. "Rodan + Fields Announces Big Change to Business Model". New Beauty. Retrieved 8 March 2025.
- ^ Vinton, Kate. "How Two Dermatologists Built A Billion Dollar Brand In Their Spare Time". Forbes. Retrieved 8 March 2025.
- ^ a b c d e f g Vincton, Kate (1 June 2016). "How Two Dermatologists Built A Billion Dollar Brand In Their Spare Time". Forbes. Retrieved 13 September 2017.
- ^ a b "Rodan + Fields' Business Changes & What They Mean for You". Rodan+Fields. Retrieved 8 March 2025.
- ^ a b Graham, Megan. "Companies Like Tupperware Made Multilevel Marketing Famous. Now Some Newer MLMs Are Ditching It". The Wall Street journal. Retrieved 8 March 2025.
- ^ Singer, Natasha (2007年10月18日). "Why Should Kids Have All the Acne?". The New York Times. ISSN 0362-4331 . Retrieved 2021年07月12日.
- ^ a b "RODAN + FIELDS CELEBRATES 15 YEARS OF CHANGING LIVES". Yahoo Finance. 22 March 2023. Retrieved 2023年04月11日.
- ^ Gretler, Corinne (25 March 2016). "Nestle Forms Alliance with Bieber's Fave Acne Cure Proactiv". Bloomberg.
- ^ a b c Lipton, Lauren. "The Truth Behind Rodan + Fields (And Its Takeover of Your Facebook Feed)". Allure.com.
- ^ Philips, Carli (10 July 2017). "Internet is taking direct selling from the knock on the door and parties". The Australian. Retrieved 13 September 2017.
- ^ Voytko, Lisette. "A Wrinkle In Time: Why Rodan + Fields' Founders Lost Their Billionaire Status". Forbes. Retrieved 2021年07月12日.
- ^ "Warning Regarding Earnings Claims Related to Coronavirus Disease 2019 (COVID-19)" (PDF). US Federal Trade Commission. April 24, 2020. Retrieved June 6, 2020.
- ^ "Rodan + Fields Haircare Is Here to Remind You That Scalp Is Skin". Harper's BAZAAR. 2022年11月09日. Retrieved 2023年04月11日.
- ^ Sandler, Emma (2022年10月24日). "Rodan + Fields jump-starts brand expansion with launch into hair care". Glossy. Retrieved 2023年04月11日.
- ^ "Rodan + Fields Pays 38ドル Million to Resolve Lash Boost Class Action Lawsuits". Beauty Packaging. Retrieved 2023年04月11日.
- ^ Actions, Top Class (2022年03月28日). "Rodan + Fields Lash Boost 38ドルM class action settlement". Top Class Actions. Retrieved 2023年04月11日.
- ^ "The Rodan + Fields Redefine Regimen Worked Wonders for My Skin". Men's Health. 2022年11月17日. Retrieved 2023年04月12日.
- ^ "Rodan + Fields Just Launched a Completely Reimagined Anti-Aging Regimen". NewBeauty. 2020年10月19日. Retrieved 2023年04月12日.
- ^ "Rodan + Fields Has a New Hair-Care Line". NewBeauty. 2022年11月01日. Retrieved 2024年04月24日.
- ^ Mattioli, Dana; Tan, Gillian (2015年02月18日). "Skin Care Company Rodan & Fields Pursuing a Sale". Wall Street Journal. ISSN 0099-9660 . Retrieved 2018年08月15日.
- ^ Jackson, Nancy Mann (29 May 2015). "Three startups that want to steal Avon's look". Fortune.
- ^ Doctorow, Cory (7 November 2016). "John Oliver shreds multi-level-marketing pyramid schemes". Boing Boing. Retrieved 13 September 2017.
- ^ Lewak, Doree (3 February 2015). "40,000ドル a month, Lexus cars: Meet the new Avon ladies". New York Post.
- ^ Leinbach-Reyhle, Nicole (25 April 2016). "The Rising Success Of Rodan + Fields Thanks To Nontraditional Retail And Savvy Women". Forbes. Retrieved 16 March 2017.
- ^ a b Rodan, Fields (1 January 2016). "2016 Income Disclosure Statement" (PDF).
- ^ Dickler, Jessica (2018年02月17日). "How to keep from going broke from your friend's side hustle". CNBC. Retrieved 2022年02月02日.
- ^ "Rodan + Fields To Shift Away from Multi-Level Direct Selling Model". Happi. Retrieved 8 March 2025.
Further reading
[edit ]- "Skin Care Company Rodan & Fields Pursuing a Sale". The Wall Street Journal . February 18, 2015. Retrieved 5 May 2016.