| Rodan + Fields, LLC | |
| Type: | Private |
| Hq Location City: | San Ramon, California |
| Hq Location Country: | U.S. |
| Area Served: | United States, Canada, Australia |
Rodan & Fields, LLC, known as Rodan + Fields or R+F, is an American multi-level marketing company specializing in skincare products. Katie Rodan and Kathy A. Fields, creators of Proactiv, started the Rodan + Fields brand in 2002 and sold it a year later. They relaunched the brand in 2007 as a multi-level marketing firm.
Rodan + Fields uses independent consultants to sell its products. Its business model has been criticized by consumer advocates as being a pyramid scheme.
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.[1] Proactiv is now a registered trademark of Guthy-Renker and Nestlé.[2]
In 2002, Fields and Rodan launched Rodan + Fields. Products were sold in department stores. The following year, the company was purchased by Estée Lauder.[3] In 2007, Fields and Rodan reacquired the brand[4] and transitioned the company from department stores to multi-level marketing, where consultants can earn a commission for their own sales and for the sales of people they recruit.[3] Rodan + Fields launched in Canada in February 2015 and in Australia in September 2017.[5]
In 2018, private equity firm TPG bought a minority stake in the company. At the time, Rodan + Fields was valued at $4 billion.[6]
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.[7]
In 2021, Rodan and Fields is 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.[9] [10] 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.[11] [12]
In 2002, Fields and Rodan launched their skincare line. Those products ranged from cleansers, to acne treatments. 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).[13]
In 2020, the company launched their Anti-Aging Regimen.[14]
In 2022, the company expanded into haircare and launched the Volume+ and Smooth+ lines, both with a scalp first approach.[15]
Rodan + Fields has its headquarters in San Francisco, California.[16] Its products include cleansers, toners, moisturizers, creams, exfoliators and sunscreens.
Rodan + Fields distributes via multi-level marketing,[17] which has been criticized by consumer advocates as akin to a pyramid scheme.[3] [18] Consultants focus on social media, phone and in-person presentations to sell products and invite others to join their team.[19] The average 2015 annual income for a consultant was $3,182.[20]
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. In 2016, 125,348 (representing 44% of all recruits) recorded zero earnings and are thus no longer considered active.[21] 2% of active sellers make the annual minimum wage or higher.[3] Most use Rodan + Fields to supplement, not replace, other work.[22]