The dermatology-based skincare label Rodan + Fields is the top skincare brand in the U.S. in 2016, according to Euromonitor International.
In the latest Euromonitor ranking, which is the most comprehensive in the skincare industry, Rodan + Fields climbs five positions up, from number six in 2015 to one in 2016.
"We are extremely proud to be the number one skincare brand in the US," says Diane Dietz, President and Chief Executive Officer, in a statement on the occasion. "We believe our clinically-tested skincare regimens, high-touch, high-tech approach and Independent Consultant community is transforming the skincare category and how people shop. We hope to continue our explosive growth by providing innovative products and life-changing skincare results to consumers around the world."
Last year marked another feat for the innovative San Francisco-based company – over $1 billion in revenue.
Rodan + Fields was launched in 2002 by Dr. Katie Rodan and Dr. Kathy Fields, the duo behind the acne treatment label Proactiv. Despite its headway success, however, the brand might be unfamiliar to many shoppers. That is because mere five years into its existence, it pulled out of department stores to form a network of brand salespeople. Today, Rodan + Fields retails through some 200,000 independent consultants who, in the founders’ vision, provide an alternative that nears a professional skincare experience in a doctor’s office.
This direct-to-consumer strategy has garnered over one million clients that revel in the one-on-one attention. "Proactiv grew largely through TV spots and celebrity endorsements," said Dietz to Fast Company. "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."
Rodan + Fields carries four lines that address various issues – from aging to adult acne. A two-month regimen of products could easily tip off at $200, but consumer demand is growing, prompting the brand to expand in Australia this year.
