Rodan + Fields has scored its first major retail partnership, teaming with Ulta Beauty.
The antiaging skin care line started in 2000 by Proactiv founders and practicing dermatologists Dr. Katie Rodan and Dr. Kathy Fields will enter 150 Ulta Beauty doors and debut on its website.
“Rodan + Fields Beauty has always been about delivering confidence through real skin care results, empowering women with science-backed solutions tailored to their unique skin care needs at every stage of life,” said Anncy Rowe, chief commercial officer of Rodan + Fields Beauty. “This expansion into retail is an exciting moment for us because we know that more women will be able to discover our cutting-edge formulas.”
Products that will be available at Ulta include Lash Boost Eyelash Enhancing + Conditioning Serum, $153; Redefine Intensive Renewing Serum With Retinol, $99; Total RF Serum Anti-Wrinkle Face Serum, $159, and Hydra Mask Gel Cream with Peptides for Overnight Barrier Repair, $54.
“We are excited to welcome Rodan + Fields to the Ulta Beauty family,” Lisa Tamburello, vice president of merchandising at Ulta Beauty, said.
“As a female and dermatologist-founded skin care brand, R+F brings innovative formulas that align with our commitment to offering guests effective solutions. We look forward to introducing their products to even more beauty enthusiasts through this exclusive retail partnership.”
In addition to this, Rodan + Fields Beauty is also unveiling a new Dermatologist Advisory Board — a collective of board-certified dermatologists. The Dermatologist Advisory Board will collaborate with the company’s innovation team to advance the use of proprietary ingredients, breakthrough technologies, and innovative solutions for both skin and hair care.
As part of the retail expansion, the brand plans “unprecedented levels of investment” across paid media, influencer, and PR to increase brand awareness, including an influencer and media event, PR mailers, and more.
This comes after the brand revealed a $75 million funding round, and unveiled a new business model, resulting in the elimination of about 100 roles.
This entailed it moving away from a multilevel direct-selling model to a new affiliate program, supported by a broader array of marketing and advertising across traditional channels and social media.
Dimitri Haloulos, chief executive officer of R+F, said: “We moved to an affiliate model. We’re above all expectations, and we have a strong community. We’re trying to keep that community growing, invest in brand storytelling and invest behind a retail partner, because we do not believe it’s a zero sum game.”
The brand’s founders sold the business to the Estée Lauder Cos. in 2003, but repurchased it in 2007 and relaunched the following year with a direct-sales model, building a network of independent consultants to sell products. In the spring of 2018, TPG made a strategic minority investment in R+F.
