Dive Brief:
- Skin care company Rodan and Fields has partnered with Ulta, the company announced Monday.
- The launch marks the first time Rodan and Fields has appeared at retail stores. Products are available at 150 Ulta stores nationwide and on its website.
- Ulta’s website currently has 20 Rodan and Fields products that range in price from $45 for face cleansers to $159 for the Total RF Serum Anti-Wrinkle Face Serum.
Dive Insight:
Rodan and Fields is in stores for the first time, following a big change last year that redirected the company’s business model. In September, the company moved away from multilevel direct selling. Commissions made through product sales via recruitments are no longer part of the brand’s operations. The hair and skin care brand at the time also reconfigured its corporate structure and eliminated around 100 positions.
Rodan and Fields products are directly sold on its website and through the company’s brand consultants. Now, a select number of items can be found at one of the country’s largest beauty retailers.
"We are excited to welcome Rodan + Fields to the Ulta Beauty family," Lisa Tamburello, vice president of merchandising at Ulta Beauty, said in a statement. "As a female and dermatologist-founded skincare brand, R+F brings innovative formulas that align with our commitment to offering guests effective solutions.”
Ulta for its part has a history of introducing direct-to-consumer brands to a larger audience. Skin care brand Naturium launched a partnership with the retailer last summer, while The Honey Pot became available on Ulta’s website last fall, with a rollout to select stores at the end of the year. The company introduced its Sparked platform in 2019 to continually highlight new and emerging brands.
