In 2002, the doctors who invented the best-selling acne brand Proactiv, launched a women’s skincare brand called Rodan + Fields. Last year, the brand sold $1.15 billion worth of product and today, Euromonitor announced it is the top-selling skincare brand in the U.S.
This may come as a surprise to much of the country. The brand is sold entirely through 200,000 independent consultants, rather than in stores, so unless you’re plugged into this network of sellers, the brand may be unfamiliar. This direct selling strategy has been immensely successful, garnering the brand over one million customers. It reveals a great deal about how the retail landscape has changed over the last decade. “Proactiv grew largely through TV spots and celebrity endorsements,” says CEO Diane Dietz. “But today, consumers are more likely to trust someone they know to endorse a product. Our consumer base has grown through social media and personal relationships.”
The doctors, Katie Rodan and Kathy Fields, developed four product lines that deal with different issues, from aging to adult acne, and are inspired by products that they would prescribe to patients in the clinic. They cost about $200 for a full two-month regimen, placing it at the luxury end of the skincare spectrum.