Rodan + Fields, the line of elite skin cream and tonics that raked in $1.15 billion in sales last year, has been named the number one premium skin care brand in the U.S. The Euromonitor International recently confirmed several of the powerhouse skin care company’s claims — practically all of them in the number ___? slot.
Started by two Stanford-trained dermatologists, Katie Rodan and Kathy Fields in 2002, Rodan + Fields isn’t distributed in stores, but by independent consultants. Rodan + Fields consultants are technology-driven versions of their Avon and Mary Kay predecessors. Mostly women in their 30s and 40s, they promote cleansing masks, toners, and eye creams on every corner of social media — from Instagram to Facebook. They throw Periscope parties for prospective consultants and shoppers and lure them in with the promise that they can “have it all.”
Despite the fact that 42 percent of the 150,000 independent consultants were not compensated in 2015, according to Forbes, Rodan + Fields has been called the number brand in several industry categories for 2016, including:
#1 Fastest Growing Skincare Brand in the U.S. Over the Last Six Years
#1 Premium Skincare Brand in North America
#1 Premium Skincare Brand in the U.S. (up from #2 in 2015)
#1 Skincare Brand in the U.S.
#1 Anti-Aging Brand in the U.S.
Rodan + Fields attribute their success to social media and community relationships. “Today, consumers are more likely to trust someone they know to endorse a product,” CEO Diane Dietz told Fast Company.