Rodan + Fields Teams Up with Ulta Beauty to Bring Skincare to Retail Shelves
A New Era for Rodan + Fields: From Online to In-Store
Rodan + Fields, a celebrated name in direct-to-consumer (DTC) skincare, has taken a bold step into the retail world through an exciting new partnership with Ulta Beauty. Announced on Monday, this collaboration introduces Rodan + Fields products to 150 Ulta Beauty stores across the United States and expands their availability on Ulta’s popular online platform. For a brand that has long thrived through its website and a network of independent consultants, this move into physical retail spaces marks a historic shift, broadening its appeal to skincare lovers everywhere.
Explore Rodan + Fields Skincare at Ulta
Shoppers can now browse 20 carefully selected Rodan + Fields products on Ulta Beauty’s website, with options ranging from everyday essentials to advanced treatments. Prices start at $45 for items like nourishing face cleansers, ideal for building a simple skincare routine, and climb to $159 for the luxurious Total RF Serum Anti-Wrinkle Face Serum, a standout choice for those targeting fine lines and aging concerns. This diverse lineup ensures there’s something for everyone, whether you’re a skincare novice or a seasoned enthusiast.
Behind the Shift: Rodan + Fields Reinvents Itself
This retail expansion comes after a pivotal change in Rodan + Fields’ business approach. Last September, the company stepped away from its multilevel direct-selling structure, phasing out recruitment-based commissions and streamlining its operations. As part of this overhaul, Rodan + Fields reduced its workforce by about 100 roles, signaling a leaner, more focused corporate model. By partnering with Ulta Beauty, the brand is now blending its DTC heritage with a fresh retail strategy, making its dermatologist-crafted products more accessible than ever.
Ulta Beauty: A Launchpad for DTC Skincare Brands
Ulta Beauty has become a powerhouse in bridging the gap between direct-to-consumer brands and mainstream retail. The company has a history of successful collaborations, such as introducing Naturium’s skincare line to stores last summer and rolling out The Honey Pot products online last fall, with select in-store availability by year-end. Through its Sparked initiative, launched in 2019, Ulta continues to shine a spotlight on up-and-coming beauty brands, cementing its status as a trendsetter in the industry.
Lisa Tamburello, Ulta Beauty’s Vice President of Merchandising, shared her enthusiasm: “We’re thrilled to bring Rodan + Fields into the Ulta Beauty lineup. With its female-led, dermatologist-founded roots and innovative skincare formulas, it’s a perfect fit for our mission to deliver effective, high-quality options to our guests.”
What’s in It for Skincare Fans?
For customers, this partnership means easier access to Rodan + Fields’ science-driven skincare solutions. Whether you’re visiting one of the 150 Ulta Beauty stores or shopping online, you can now explore these premium products up close. Ulta’s welcoming retail environment, paired with its expert staff, offers a hands-on experience that complements the convenience of online browsing, giving shoppers the best of both worlds.