Rodan + Fields is expanding its retail and digital presence as the dermatologist-founded skincare brand moves towards a broader omnichannel model, giving customers more ways to discover and shop its products.
The company is expanding its presence from 150 to 400 Ulta Beauty stores across the United States, while also launching on Amazon Premium Beauty and growing its presence on TikTok Shop. The expansion is being supported by the introduction of R+F Beauty Rewards, a new loyalty programme designed to give customers more ways to engage with the brand.
Founded by Stanford-trained dermatologists Dr Katie Rodan and Dr Kathy Fields, Rodan + Fields launched in 2008 and has spent nearly two decades developing dermatologist-developed skincare and haircare products.
The latest expansion marks a significant change in how consumers can access the brand. Alongside its retail growth, Rodan + Fields will continue to operate through its direct-to-consumer website and affiliate community, which includes around 70,000 affiliates worldwide.
The company said the move reflects its transformation into a modern prestige beauty business built around consumer choice, accessibility and dermatologist-developed products. Its direct-to-consumer business is also reported to be outperforming the premium skincare category in the first half of 2026.
The expansion comes alongside the launch of a new campaign, “Redefine What’s Possible”, which focuses on women embracing different stages of life and changing perceptions around ageing.
The campaign features real women sharing personal experiences and moments that have changed how they see themselves. Rodan + Fields said the campaign moves away from the idea of trying to turn back time, instead focusing on confidence, longevity and embracing what comes next.
The campaign will run across national media, influencer partnerships, social media, affiliate advocacy, retail activations, experiential events and digital commerce throughout September. The company will also bring the campaign to women-focused road races in Dallas, Los Angeles and Chicago.
Rodan + Fields says more than five million units of its products were sold globally during the past year, while its Redefine collection has become one of the company’s key product lines. The company also reports having more than 183,000 five-star product reviews.
With its expansion into additional retail and digital channels, Rodan + Fields is widening access to its skincare products while maintaining the dermatologist-led positioning that has shaped the brand since its launch.
