Rodan & Fields
- Company typePrivate
- Founded2002
- HeadquartersSan Francisco, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
Rodan & Fields firmographics
Firmographics- Name
- Rodan & Fields
- Legal name
- Rodan & Fields Beauty, LLC
- Website
- https://rodanandfields.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Rodan & Fields industry classification
Industry- Product category
- Premium Skincare and Haircare
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Dermocosmetics & Medical-Grade Skincare (CRABAAAF)
- akta.pro secondary industries
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Conditioners & Hair Masks (CRABABAB)
Keywords
Where Rodan & Fields is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Rodan & Fields business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Operations, Supply Chain, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Rodan + Fields generates primary revenue through direct-to-consumer sales of skincare products via its e-commerce platform. Products include face serums, moisturizers, cleansers, sunscreens, and haircare. Individual products range from $52 to $110+ with bundled regimen sets available. The company also sells through an affiliate model where consultants earn 30% commission on sales.
- PC Perks Subscription: The PC Perks program offers preferred customers exclusive access to 10% discounts, free ground shipping on orders $40+, free gifts with qualifying orders, and flexible auto-replenishment options. This creates recurring revenue through subscription-based purchasing with monthly or bi-monthly delivery options.
- Brand Consultant Program: Formerly a multi-level marketing structure, the business model transitioned in September 2024 to an affiliate program with a flat 30% commission on all sales and a $9.99 annual entry cost, eliminating complex income structures and recruitment requirements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual skincare products - one-time purchase |
| Subscription | Monthly | PC Perks Subscription Program |
| Unit Pricing | Pay-as-you-go | Derm-Developed Bestsellers Kit |
| Subscription | Pay-as-you-go | Promotional pricing - seasonal sales |
| Subscription | Annual | Brand Consultant Pricing |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Rodan & Fields product offering
Product offeringCore offering
Rodan & Fields designs, markets, and sells dermatologist-developed premium skincare and haircare products organized into multi-step regimens targeting specific concerns such as anti-aging, acne, brightening, sensitive skin, teen acne, dull skin, and various haircare needs. The company sells directly to consumers through its e-commerce platform rodanandfields.com and through an affiliate consultant network, with individual products priced between $52 and $110+ and bundled regimen sets available, plus a PC Perks subscription program for recurring purchases.
Product overview
Rodan + Fields is a dermatologist-founded skincare and haircare brand offering a multi-regimen system. The core offering consists of six skincare regimens (Redefine for anti-aging, Unblemish for acne, Reverse for brightening, Soothe for sensitive skin, Spotless for teen acne, and Recharge for energizing) and three haircare regimens (Volume+ for thin hair, Smooth+ for frizzy hair, and Moisture+ for dry/curly hair). Individual products include serums (Active Hydration Serum, Total RF Serum, Pure C Serum), eye treatments (Multi-Function Eye Cream), exfoliants (Micro-Dermabrasion Paste, Multi-Acid Enzyme Peel), tools (AMP MD System), and targeted treatments (Contour Neck Treatment, Hydra Mask Gel Cream). The brand also offers lash and brow enhancement products (Lash Boost, Brow Defining Boost) and body care (Active Hydration Body Replenish).
Differentiator
Problem solved
Functional benefit
Products and services
- Redefine Regimen Multi-step anti-aging skincare regimen targeting fine lines, wrinkles, and loss of firmness, designed for adult consumers seeking comprehensive age-defying solutions through synergistic product layering.
- Unblemish Regimen Multi-step acne treatment regimen designed to clear and prevent adult acne while visibly minimizing pores and fine lines, positioned for women with acne-prone and breakout-prone skin.
- Reverse Regimen Brightening skincare regimen that brightens and refines skin while tackling the look of discoloration, dark spots, and fine lines for consumers concerned with hyperpigmentation and uneven tone.
- Soothe Regimen Gentle skincare regimen formulated for sensitive skin and visible redness, providing non-irritating care for reactive and rosacea-prone skin types.
- Spotless Regimen Acne treatment regimen specifically formulated for teen acne and hormonal breakouts, addressing oily teenage skin with age-appropriate formulations.
- Recharge Regimen Skincare regimen designed to energize and revitalize tired, dull-looking skin, restoring radiance and combating signs of fatigue in skin appearance.
- Volume+ Regimen Multi-step haircare regimen targeting thin and flat hair, designed to add volume and body through dermatologist-developed haircare formulations.
- Smooth+ Regimen Multi-step haircare regimen that smooths and tames frizzy and dull hair, restoring manageability and shine through dermatologist-developed formulations.
- Moisture+ Regimen Multi-step haircare regimen providing moisture and enhancing curls for dry and overprocessed hair, addressing damage and dehydration with dermatologist-developed formulations.
- Active Hydration Serum Premium super-hydrating face serum featuring proprietary 3D3P Molecular Matrix technology with 30% Glycerin and cross-linked Hyaluronic Acid that draws moisture from the atmosphere and locks it on the skin surface, clinically shown to boost hydration by 200% and maintain moisture retention for up to 8 hours.
- Pure C Serum Vitamin C serum formulated with 10% Pure Ascorbic Acid designed to promote skin health and longevity, with clinical results demonstrating improvements in wrinkles, fine lines, and skin firmness within eight weeks of use.
- Redefine AMP MD System Pro-grade skincare tool system for at-home micro-dermabrasion designed to enhance product absorption and improve skin texture through physical exfoliation paired with active skincare ingredients.
- R+F Lash Boost Nightly conditioning lash serum designed to give the appearance of longer, darker-looking lashes, ranked as the #1 Lash Serum Brand in the U.S. in 2023.
- Multi-Function Eye Cream Multi-action eye cream that visibly firms and improves eye-area wrinkles to restore youthful, natural contours around the eyes.
- Total RF Serum Comprehensive anti-aging serum formulated to revitalize skin and address multiple key signs of aging including fine lines, wrinkles, firmness, and texture.
- Micro-Dermabrasion Paste Sugar and salt-based face and body exfoliator that gently buffs away dulling dead skin cells to reveal brighter, smoother-looking skin as part of the Enhancements collection.
Quantifiable outcome
- 200% boost in skin hydration levels after one use of Active Hydration Serum, with continuous hydration for up to 8 hours
- +3 more outcomes
Companies that use Rodan & Fields
Customer profileSegments6 records
Ideal customer profiles7 records
Rodan & Fields technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Rodan & Fields partnerships and signals
Strategic signalScale indicators5 records
Recent moves1 record
Rodan & Fields competitors and assessment
Company assessmentDirect peers
- Dermalogica: Professional-grade skincare brand sold through skin therapists and DTC channels. Comparable in clinical-grade positioning and consumer education-led marketing approach.
- Drunk Elephant: Premium clinical skincare brand with a regimen philosophy and strong DTC e-commerce presence. Comparable as a premium DTC skincare competitor targeting ingredient-conscious consumers.
- Proactiv: Dermatologist-co-founded (Dr. Katie Rodan and Dr. Kathy Fields were the original founders) acne treatment brand selling regimen-based skincare directly to consumers. Highly comparable in regimen architecture, dermatologist credibility, and target customer.
- Obagi: Premium dermatologist-developed skincare brand offering clinical-grade regimens for anti-aging, hyperpigmentation, and acne. Directly comparable in clinical positioning, premium pricing, and regimen-based product architecture.
- Murad: Dermatologist-founded skincare brand with regimen-based product lines and clinical efficacy claims. Comparable in dermatologist authority, premium pricing, and multi-step product architecture.
- Beautycounter: Skincare and cosmetics brand that also operated through a consultant/MLM-style model before pivoting. Comparable as a direct-sales-adjacent skincare brand that has navigated similar channel-model transitions.
Emerging players
- The Ordinary (DECIEM): Clinical skincare brand known for ingredient-forward, affordable products sold primarily DTC. Comparable in clinical efficacy narrative and DTC distribution, though positioned at lower price points than Rodan + Fields.
- Tula Skincare: Probiotic-focused premium skincare brand sold DTC and through partnerships. Comparable as a premium DTC skincare brand targeting similar adult-women demographics.
- Curology: Personalized prescription and clinical skincare brand sold through a DTC subscription model. Comparable in DTC distribution, personalization via assessment, and acne/anti-aging target segments.
- Hims & Hers: DTC wellness and personal-care brand with a growing skincare line, sold through a direct e-commerce subscription model. Comparable in DTC-first distribution and subscription-driven customer engagement, though broader in category scope.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Rodan & Fields social profiles
Digital presenceRodan & Fields financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rodan & Fields leadership team
Management profileNumber of profiles
Profiles10 records
Rodan & Fields funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rodan & Fields M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rodan & Fields
What does Rodan & Fields do?
Rodan & Fields designs, markets, and sells dermatologist-developed premium skincare and haircare products organized into multi-step regimens targeting specific concerns such as anti-aging, acne, brightening, sensitive skin, teen acne, dull skin, and various haircare needs. The company sells directly to consumers through its e-commerce platform rodanandfields.com and through an affiliate consultant network, with individual products priced between $52 and $110+ and bundled regimen sets available, plus a PC Perks subscription program for recurring purchases.
Is Rodan & Fields a public or private company?
Rodan & Fields is a private company. It is classified as private equity controlled and is currently operating.
When was Rodan & Fields founded?
Rodan & Fields was founded in 2002. It employs 251 to 500 people.
Where is Rodan & Fields based?
Rodan & Fields is headquartered in San Francisco, United States, in the North America region.
How does Rodan & Fields make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are PC Perks Subscription and brand Consultant Program.
Who are Rodan & Fields's main competitors?
Direct peers on record are Dermalogica, Drunk Elephant, Proactiv, Obagi, Murad and Beautycounter. Emerging players are The Ordinary (DECIEM), Tula Skincare, Curology and Hims & Hers.
Does Rodan & Fields have an API?
No public API is recorded for Rodan & Fields.
What industry is Rodan & Fields in?
Rodan & Fields's product category is Premium Skincare and Haircare. Its primary akta.pro industry code is CRABAAAF, Dermocosmetics & Medical-Grade Skincare, with a secondary code of CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils). Its NAICS code is 456120 and its SIC code is 2844.