Rodan + Fields

Rodan + Fields, LLC

Company type	Private
Industry	Cosmetics and personal care products
Founded	2007 (2007)
Founder	Katie Rodan Kathy Fields
Headquarters	San Ramon, California , U.S.
Area served	United States, Canada, Australia
Key people	Dimitri Haloulos (President and CEO)
Products	Cosmetics and personal care products
Website	www.rodanandfields.com

Rodan + Fields, LLC, often referred to as Rodan + Fields or R+F, is a U.S.-based company specializing in skincare and haircare products. Founded by dermatologists Katie Rodan and Kathy A. Fields, the creators behind Proactiv, the company was originally established in 2000. After selling the brand in 2003, they relaunched it in 2007 adopting a multi-level marketing structure, which relies on independent consultants to distribute its products. This approach has attracted scrutiny and allegations of operating as a pyramid scheme.

In 2024, Rodan + Fields transitioned to an affiliate-driven direct-to-consumer sales model.

History

The partnership between Fields and Rodan began during their dermatology residency at Stanford University School of Medicine in 1984. In 1995, they developed Proactiv Solution, an acne prevention skincare product. Ownership of Proactiv now belongs to Guthy-Renker and Nestlé.

Rodan + Fields was launched in 2000, initially distributing products through department stores. The brand was acquired by Estée Lauder in 2003. In 2007, the original founders repurchased the company and shifted its business model to multi-level marketing, where consultants earn income from direct sales as well as from recruiting others. The company expanded its operations into Canada in 2015 and later into Australia in 2017.

In 2018, private equity firm TPG purchased a minority interest, valuing Rodan + Fields at $4 billion.

The US Federal Trade Commission issued a warning in April 2020 regarding misleading income claims connected to COVID-19.

Between 2018 and 2021, Rodan + Fields held the position as the leading skincare regimen brand within the United States.

In October 2022, the founders broadened their product range to include haircare items such as shampoos, conditioners, and styling products. That same year, the company resolved a $38 million class action lawsuit concerning its Lash Boost serum by agreeing to alter product claims and instructions.

Products

Fields and Rodan introduced their skincare collection in 2002, featuring cleansers alongside acne treatment solutions. Their Redefine collection offers a comprehensive regimen including cleansers, toners, protective lotions or creams, plus restorative treatments. In 2020, an updated Anti-Aging Regimen was launched. By 2022, Rodan + Fields had ventured into haircare with the Volume+ and Smooth+ lines that prioritize scalp health as part of their approach.

Business

Rodan + Fields is based in San Francisco, California. Its range of products features cleansers, toners, moisturizers, creams, exfoliants, and sunscreens.

Since 2007, the company has utilized a multi-level marketing (MLM) approach, which has drawn criticism for its similarities to pyramid schemes. Sales representatives promote products via social media, telephone, and face-to-face meetings while also recruiting others to expand their sales networks. In 2015, the typical annual earnings for consultants amounted to $3,182.

The 2016 Income Disclosure Statement revealed that 90% of participants made less than $200 monthly, with 96% earning below $500 per month. Almost half of those recruited reported no income and were inactive. Merely 2% of active sellers earned wages comparable to or exceeding minimum wage. The majority of consultants treat Rodan + Fields as a supplementary source of income rather than their main employment.

In July 2024, the company announced a strategic transition from the MLM model to an affiliate marketing program starting September 1, 2024. This change involved eliminating 100 jobs and restructuring toward a direct-to-consumer framework. Participation in the new affiliate program is limited to existing consultants only.