Rodan + Fields

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]

Rodan + Fields, LLC

Company type	Private
Industry	Cosmetics and personal care products
Founded	2007; 18 years ago (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

In 2024, Rodan +Fields announced that it changed to an affiliate-based direct-to-consumer business model.^[5][6]

History

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 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 million to resolve the issue as well as change their verbiage on the product usage, instructions, and warnings.^[16][17]

Products

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

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.^[25]

Per the 2016 Income-Disclosure agreement, 90% of Rodan + Fields members earned less than $200 per month and 96% earned less than $500 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]