Rodan + Fields, today announced a defining milestone in its evolution, accelerating its transformation into a modern omnichannel prestige beauty brand powered by both its affiliate-driven community and expanded retail distribution.
Building on nearly two decades of dermatologist-developed innovation and consumer trust, the company is expanding how women discover, experience and shop the brand through a dramatically broadened retail and digital footprint.
As part of this next chapter, Rodan + Fields is expanding from 150 to 400 Ulta Beauty stores nationwide, launching on Amazon Premium Beauty, growing its presence on TikTok Shop and continuing to strengthen its affiliate and direct-to-consumer business with a newly unveiled loyalty program, R+F Beauty Rewards, creating more ways than ever for consumers to shop and access the brand wherever and however they choose.
This reflects a broader transformation underway at Rodan + Fields as the company evolves into a modern prestige beauty business built around consumer choice, accessibility and dermatologist-developed efficacy.
Founded by Stanford-trained dermatologists Dr. Katie Rodan and Dr. Kathy Fields, Rodan + Fields has spent nearly two decades helping women care for their changing skin through dermatologist-developed innovation and proven results.
“Founded by two female dermatologists with a mission to expand access to dermatologist-developed skincare, this marks an exciting next chapter for Rodan + Fields,” said Dimitri Haloulos, Chief Executive Office of Rodan + Fields. “By growing access through Ulta Beauty, Amazon Premium Beauty, TikTok Shop and direct-to-consumer, we’re creating an omnichannel ecosystem that gives consumers more ways than ever to discover, experience and trust the brand. The momentum we’re seeing across every channel reinforces the power of this model, and positions Rodan + Fields for long-term growth. What makes our evolution unique is that we’re not replacing our heritage, we’re expanding upon it, alongside the power of our affiliate community.”
Redefining What’s Possible for Our Consumers
“Today’s women aren’t ashamed of getting older, they’re redefining what’s possible and talking about it,” said Anncy Rowe, Chief Commercial Officer of Rodan + Fields. “The conversation has shifted from hiding the signs of aging to owning them, sharing skin journeys and talking openly about everything from perimenopause to career pivots. ‘Redefine What’s Possible’ meets her there. It’s not about turning back time. It’s about helping women see what’s possible next and giving them the results to match the life they’re continuing to build.”
Meeting Women Where They Are
This September, Rodan + Fields will bring “Redefine What’s Possible” to life through a fully integrated omnichannel campaign spanning national media, influencer partnerships, social content, affiliate advocacy, retail activation, experiential events and digital commerce. Designed to meet women wherever they discover, engage with and shop beauty today, the campaign will reach consumers across paid, earned, owned and affiliate channels throughout the launch period.
Source: PR Newswire
