Proactiv

Proactiv
Product typeSkincare
OwnerGuthy-Renker
Galderma[1]
CountryUnited States
IntroducedOctober 1995; 29 years ago (1995-10)
MarketsAustralasia, Europe, North America, Scandinavia
Previous ownersKatie Rodan
Kathy Fields
Ambassador(s)
Websiteproactiv.com

Proactiv is an American brand of skin-care products developed by two American dermatologists, Katie Rodan and Kathy A. Fields, and launched in 1995 by Guthy-Renker, a California-based direct marketing company, that was endorsed by famous celebrities[2] The range includes moisturizers, body washes and treatment products, but the brand is known for its three-step anti-acne Solutions 3-step routine consisting of a BPO cleanser, glycolic toner and treatment lotion.[3][4] Proactiv+, a reformulation of the three-step kit, was introduced in 2013, and in 2017, ProactivMD launches powered by Adapalene.[5]

As a result of its celebrity endorsements and infomercials, Proactiv is one of the most popular skincare brands of all time, according to the Journal of Clinical and Aesthetic Dermatology.[6] Sales amounted to $800 million a year as of 2010, with a media budget of nearly $200 million and $12–15 million for celebrity fees.[7] The product is mostly sold at ULTA Beauty, Target, and online as single-unit items or as part of a continuity program. A month after ordering, customers are sent a three-month supply, which continues until the subscription is cancelled.[8]

  1. ^ Cite error: The named reference Nestlé was invoked but never defined (see the help page).
  2. ^ Katie Rodan, Kathy Fields (2008). Unblemished, Simon and Schuster, pp. 4–8.
  3. ^ Kraft John, Freiman Anatoli (2011). "Management of acne". Canadian Medical Association Journal. 183 (7): E430–E435. doi:10.1503/cmaj.090374. PMC 3080563. PMID 21398228.
  4. ^ "List of Proactiv products and their ingredients". DailyMed, National Institutes of Health.
  5. ^ Cite error: The named reference MychaskiwInStyle2013 was invoked but never defined (see the help page).
  6. ^ Cite error: The named reference DeckerJCAD2012 was invoked but never defined (see the help page).
  7. ^ Cite error: The named reference LaceyForbes2010 was invoked but never defined (see the help page).
  8. ^ Ric Romero (November 7, 2011). "Which Acne Treatment Works Best, Costs Less?". ABC7. Archived from the original on September 21, 2013. Retrieved May 16, 2022.