Rodan + Fields Announces Omnichannel Expansion

Rodan + Fields announced its expanded retail and digital footprint with expansions at Ulta Beauty, Amazon Premium Beauty, and the TikTok Shop. 

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.

Dimitri Haloulos, Chief Executive Officer of Rodan + Fields, commented:

“Founded by two female dermatologists with a mission to expand access to dermatologist-developed skincare, this marks an exciting next chapter for 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.”

Also, 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. 

“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. 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. 

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.

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.

As part of the campaign, 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. 

Through product sampling, interactive experiences, and a branded selfie installation, participants will be invited to capture the moment they cross their own finish line.