Rodan + Fields has announced a major change to its business model “to unlock growth and reach new customers.”
As announced today, starting September 1, R+F will move away from the multi-level direct selling model to streamline the customer and consultant experience. According to the company, the new model “will be supported by a broader array of marketing and advertising across traditional channels and social media to complement consultants’ advocacy, will better position R+F to meet customers where they are discovering and buying beauty products.”
Founded by dermatologists Dr. Katie Rodan and Dr. Kathy Fields (the creators of Proactiv) in 2000, Rodan + Fields was built with the vision “to bring more people the confidence of good skin through amazing skin care.” Estée Lauder Companies, Inc. acquired the brand in 2003. In 2007, the doctors announced a buy-back and relaunched in 2008 with a direct selling model.
Known for delivering proven results in skin care and hair care through science-backed, dermatologist-created products, R+F currently has the number-one lash serum and number-on premium acne treatment in the U.S. According to a 2022 U.S. Brand Tracker Report, R+D out-performs peer averages by double-digits in key functional benefits, including being the highest quality products and having visible results.
Under the new model, consultants will begin participating in the new affiliate program, which will only be available for existing R+F consultants. Under the new affiliate program, existing R+F consultants who continue to sell R+F products will receive increased commissions on customer sales and product discounts—resulting in more than 90 percent of current R+F consultants having a higher earning potential based on their current sales performance, according to a release from the brand.
In addition, recruitment and commissions consultants receive through product sales by those they have recruited will no longer be a component of R+F’s model, resulting in a simplified consultant experience.
“Since day one, our brand has been focused on giving people the proven results they desire in skin care and hair care through science-backed, dermatologist-created products,” said Dimitri Haloulos, CEO of R+F. “We are confident these changes will enable us to meaningfully expand the lives we can impact and—importantly—allow us to continue to provide our passionate consultants with a modern and meaningful earning opportunity.”
