Founded | 2007
Headquarters | San Francisco, CA
Top Executive | Dimitri Haloulos, CEO + President
Product Category | Premium Skincare
The skincare company that disrupted the industry with clinically proven products is officially a teenager. As Rodan + Fields celebrates its 15th birthday, the company enters an exciting season, guided by a new leadership team and renewed commitment to investing in their global field of consultants.
Fresh Leadership Lineup
In January 2020, Dimitri Haloulos joined Rodan + Fields as Chief Growth Officer, excited to jump into the network marketing industry with both feet. He would only spend three months in the office before the world shifted in March of that year, forcing the company and entire consultant community in the field to adapt to the new stay-at-home orders.
Fifteen months later, Haloulos went on to be named Chief Executive Officer and President of Rodan + Fields in March 2021. Despite taking the reins during the pandemic, he recognized there was a significant opportunity to harness the power of the passionate consultant community.
“In my first three months as CEO, I spent about 125 hours with our consultants and got to know their stories at a pretty granular level,” he shared. “The diversity of story, regardless of level, whether they were a long-time leader or new to the company, Rodan + Fields, and how it fits in their lives can play such a different role. The symbiotic relationship is pretty phenomenal. It’s like nothing I’ve ever seen. I learned so much—and most of all, saw the shared passion they all have about Rodan + Fields.
“We did a tremendous amount of work and pivoted the business all while being remote,” he explained. “That to me is probably the most amazing thing. It was a mix of our consultants and our employees coming together on a shared goal to make things happen.”
Haloulos would spend his first several months as Chief Executive Officer infusing the executive team and Board of Directors with deep industry and multi-category expertise, including Chief Global Sales Officer Laura Beitler and Chief Marketing Officer Elana Gold. With new leadership in place, Haloulos and the team were ready to unlock the company’s next wave of growth and show the world that R+F is just getting started.
Magic in Simplicity
In its first 15 years, R+F set new standards for skincare in network marketing and the broader skincare industry. While the company’s line of dermatologist-inspired, clinically proven products has consistently been recognized for its exceptional results, R+F has barely scratched the brand awareness surface.
“We’re the number one prestige skincare and have the number one lash serum, yet six out of 10 consumers still don’t know who we are,” Haloulos explained. “At 15, we have an explosive wave of growth ahead. With an unbelievable community, we believe we can unlock the next wave of explosive growth, and we’re set to become the fastest growing billion-dollar-plus direct seller on the planet.”
To pursue this ambitious vision, the R+F team is laser-focused on transforming both the consultant experience and the brand message to give the field simple, powerful ways to share R+F with more customers than ever before.
Chief Global Sales Officer Laura Beitler is using her decades of experience to bring the R+F consultant experience back to basics but to meet the demands of today’s digital world, giving both new and experienced consultants simpler, more effective ways to build their businesses.
“One of the things that I’ve learned time and time again, is that there is magic in simplicity in this business,” she shared. “We have a really easy enrollment process—we’ve simplified it; streamlined it. I always say love is in details, so we’ve made the packaging beautiful so that the first experience with the company is just a wonderful and delightful experience. In terms of the simplification, we’re getting back to the basics in simplifying how a consultant runs their business, including a new digital application that centralizes everything they need in one place in the palm of their hand from their mobile phone. And it allows them to not only track their own personal activity, but if they have a team, it allows them to help lead and inspire and cheer on their team as well in a simple way.”
Streamlined processes, a new simple sharing system and engaging new rewards have all been launched in the last several months with an incredible response from the field—but the R+F team wanted to dive deeper into how consultants felt about the opportunity, the products and the possibilities.
“Since launch, results have been really great. The combination of this simple way to share in a repeatable way over and over again that gets results and that’s very systematic is what we’ve been focused on. Power that up with our great portfolio and some great marketing materials and we’re excited about what’s to come,” added Beitler.
The recent “Make It Yours” campaign highlighted 20 women—consultants of different levels in the company, ethnicities and backgrounds from the U.S., Puerto Rico and Canada—and gave them the spotlight to share why they chose R+F and, more importantly, why they want to share it with others.
“We worked to really understand how our consultants share what the opportunity represents to them—which means something different to everyone,” said Chief Marketing Officer Elana Gold. “The opportunity Rodan + Fields offers is amazing, and the campaign presents a genuine look at making it fall into your life and how to “Make it Yours.” We used the campaign to shine a light on real people and to showcase that you can use this opportunity however you want to make it your own. But we also make it fun; make it simple; make it easy.”
Just the Beginning
While strengthening the consultant experience has been a huge priority for the company in this season, R+F has also stayed true to their legacy of consistently developing powerful, proven skincare. Last fall, the company released a new multi-function anti-aging breakthrough, Total RF Serum. This serum is meant to amplify any of the R+F regimens through a clinically proven formula that was four years in the making.
“We’re a regimen-based company, and we believe that the combination of the products really makes a difference—they do clinically,” Haloulos said. “Total RF Serum accelerates those results. So, if you use a regimen, you’ll get better, faster results. But there are people that don’t want to start with a regimen, and they can start with this one product and also get visible results. It gives our consultants a way to grow incremental penetration in the consumer market.”
As R+F blows out 15 candles, it seems that Haloulos and his team have made some big birthday wishes that they’re keeping under wraps for now. What’s clear is the solid foundation they’re laying for whatever comes next: A strong executive and home office team, powerful and simple consultant support and compelling new brand messaging. We can’t wait to see what their next birthday holds.
“We’re really only in three countries, as Japan launched during the pandemic,” Haloulos said. “We’re only in one major category today. But we have expert-based technology we’ve been working on. We have a lot of runway to go.”
From the April 2022 issue of Direct Selling News magazine.