Rodan + Fields Amplifies Reach: Doubling Presence in Ulta Beauty Stores and Launching on Amazon Premium Beauty
In a significant retail development announced on September 8, 2026, Rodan + Fields — the leading female dermatologist-founded skincare brand in America — has revealed a comprehensive omnichannel expansion. This move solidifies its evolution from a direct-sales model to a full-fledged prestige beauty juggernaut.
The San Francisco-based brand is set to more than double its physical retail presence, expanding from 150 to 400 Ulta Beauty stores across the country. Concurrently, it is making its debut on Amazon Premium Beauty and bolstering its presence on TikTok Shop. This ambitious strategy aims to engage consumers wherever they choose to shop.
Alongside this expansion, the company has launched a new campaign, ‘Redefine What’s Possible’. This initiative celebrates women who are redefining every stage of their lives, reflecting Rodan + Fields’ own brand reinvention. Founded by Stanford-educated dermatologists Dr. Katie Rodan and Dr. Kathy Fields, the brand has devoted nearly two decades to developing science-backed skincare solutions. As per company data, one in every 24 facial moisturizers sold in America is a Rodan + Fields product.
This expansion coincides with a surge in Amazon beauty sales, which rose 27% in Q2 2026 to $9.8 billion. Skincare sales specifically increased by 33%, indicating a golden opportunity for the brand’s digital retail debut.