The female dermatologist-founded skincare brand expands to 400 Ulta Beauty stores, launches on Amazon Premium Beauty, grows on TikTok Shop and introduces ‘Redefine What’s Possible,’ a campaign celebrating women redefining every chapter of life

SAN FRANCISCO, Sept. 8, 2026 /PRNewswire/ — Rodan + Fields, the #1 Female Dermatologist-Founded Skincare Brand in the U.S.*, today announced a defining milestone in its evolution, accelerating its transformation into a modern omnichannel prestige beauty brand powered by both its affiliate-driven community and expanded retail distribution. Building on nearly two decades of dermatologist-developed innovation and consumer trust, the company is expanding how women discover, experience and shop the brand through a dramatically broadened retail and digital footprint.

As part of this next chapter, Rodan + Fields is expanding from 150 to 400 Ulta Beauty stores nationwide, launching on Amazon Premium Beauty, growing its presence on TikTok Shop and continuing to strengthen its affiliate and direct-to-consumer business with a newly unveiled loyalty program, R+F Beauty Rewards, creating more ways than ever for consumers to shop and access the brand wherever and however they choose.

This reflects a broader transformation underway at Rodan + Fields as the company evolves into a modern prestige beauty business built around consumer choice, accessibility and dermatologist-developed efficacy.

Rodan + Fields by the Numbers:

• Rodan + Fields DTC business is outperforming the premium skincare category in the first half of 2026***
• More than 183,000 five-star reviews^†
• 5 Million+ units sold globally in the last year^††
• A Rodan + Fields product is added to cart on the brand’s website every five seconds on average^†††
• One in every 24 facial moisturizers sold in America is a Rodan + Fields moisturizer^‡
• 70K brand affiliates worldwide**

Founded by Stanford-trained dermatologists Dr. Katie Rodan and Dr. Kathy Fields, Rodan + Fields has spent nearly two decades helping women care for their changing skin through dermatologist-developed innovation and proven results. “Founded by two female dermatologists with a mission to expand access to dermatologist-developed skincare, this marks an exciting next chapter for Rodan + Fields,” said Dimitri Haloulos, Chief Executive Office of Rodan + Fields. “By growing access through Ulta Beauty, Amazon Premium Beauty, TikTok Shop and direct-to-consumer, we’re creating an omnichannel ecosystem that gives consumers more ways than ever to discover, experience and trust the brand. The momentum we’re seeing across every channel reinforces the power of this model, and positions Rodan + Fields for long-term growth. What makes our evolution unique is that we’re not replacing our heritage, we’re expanding upon it, alongside the power of our affiliate community.”

Redefining What’s Possible for Our Consumers

As Rodan + Fields redefines how consumers access the brand, “Redefine What’s Possible” reflects how the company is rethinking the conversation around aging and what women can achieve in every chapter of life. “Redefine What’s Possible,” is Rodan + Fields’ newest campaign built around a simple truth: you can’t love what you see until you love how you feel. Nearly 85% of women 40 and older say they want to change something about their skin (Kantar/Profiles/Mintel, March 2023). Rather than encouraging women to turn back the clock, Rodan + Fields is spearheading a broader cultural shift toward longevity, wellness and embracing every chapter of life. Built around authentic stories from real women, the campaign explores the emotional evolution of aging and the role healthy skin can play in helping women feel as confident on the outside as they do within.

“Today’s women aren’t ashamed of getting older, they’re redefining what’s possible and talking about it,” said Anncy Rowe, Chief Commercial Officer of Rodan + Fields. “The conversation has shifted from hiding the signs of aging to owning them, sharing skin journeys and talking openly about everything from perimenopause to career pivots. ‘Redefine What’s Possible’ meets her there. It’s not about turning back time. It’s about helping women see what’s possible next and giving them the results to match the life they’re continuing to build.”

‘Redefine What’s Possible’ features documentary-style testimonials from real women sharing the moments that reshaped how they see themselves, highlighting the confidence that comes from embracing change rather than resisting it. At the center is Rodan + Fields’ Redefine collection, the brand’s most powerful proof that real results are possible. The reach speaks for itself, as globally, a Redefine product sells every 30 seconds.*

Meeting Women Where They Are

This September, Rodan + Fields will bring “Redefine What’s Possible” to life through a fully integrated omnichannel campaign spanning national media, influencer partnerships, social content, affiliate advocacy, retail activation, experiential events and digital commerce. Designed to meet women wherever they discover, engage with and shop beauty today, the campaign will reach consumers across paid, earned, owned and affiliate channels throughout the launch period.

As part of that broader effort, Rodan + Fields will activate in key markets through immersive consumer experiences at three women-focused road races: the Katy 5K in Dallas (Sept. 10), the Santa Monica Classic in Los Angeles (Sept. 13) and Divas Run at Soldier Field in Chicago (Sept. 19). Supported by geo-targeted media, creator partnerships and local market activations, these events bring the campaign message to life in communities where women are actively redefining what’s possible every day. As women now account for 53% of all U.S. road race participants (Everyday Health, RunSignup RaceTrends Report 2025), each event celebrates personal milestones and the many ways women continue to redefine what’s possible. Through product sampling, interactive experiences and a branded selfie installation, participants will be invited to capture the moment they cross their own finish line.

*Euromonitor International Ltd.; Based on custom research conducted Dec. 2025-Jan. 2026, Retail Value Sales for 2024, Definitions per Beauty & Personal Care 2025ed.

**Inclusive of Rodan + Fields brand consultants, ShopMy and TikTok affiliates

***2025-2026 Circana Facial Skincare Report showing Rodan + Fields is growing faster than premium skincare category since January 2026

^†Based on cumulative total product reviews across Rodan + Fields products since brand inception.

^††Based on Global sales data for Redefine products during the 365-day period ending August 4th, 2026

^†††Based on corporate website data from August 5, 2025 through August 4, 2026.

^‡2025-2026 Circana Facial Skincare Report 

About Rodan + Fields 

Rodan + Fields was launched in 2008 and founded by Stanford-trained dermatologists Dr. Katie Rodan and Dr. Kathy Fields with the mission of delivering proven results in skincare and haircare through science-backed, dermatologist-developed products. Rodan + Fields is the #1 Female Dermatologist-founded Skincare Brand in the U.S.* For more information on the brand, please visit rodanandfields.com 

Follow Rodan + Fields: 

Instagram: @rodanandfields
Facebook: facebook.com/rodanandfields/
TikTok: @rodanandfields
LinkedIn: linkedin.com/company/rodan-fields/ 

For any media inquiries, please contact: rodanandfields@infinitycreativeagency.com  

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SOURCE Rodan + Fields