Your Rodan + Fields business: How much money can you make with the new business model?

Rodan + Fields is the product of a 2002 partnership between Stanford-trained dermatologists Katie Rodan and Kathy Fields, whose first acne product, Proactiv, was sold primarily through infomercials. The doctors then developed the Rodan + Fields line, a growing list of anti-aging skin care products originally sold in department stores. Although that model was successful, Rodan and Fields opted to change to a consultant-based model, where sales representatives sell products outside of bricks-and-mortar stores and collect commissions on each sale.

The company’s founders named this model “community commerce,” but to consumer affairs and financial experts it has another name: multi-level marketing (MLM). MLM is a way of bypassing traditional retail channels to bring products directly to consumers through word of mouth, networking and digital tools.

Rodan + Fields took the key features of Avon and Mary Kay, dressing up the Rodan + Fields consultant image as a sleek and competent businesswoman capable of creating her own destiny, all while driving one of the company’s top rewards — a white Lexus.

And while Avon and Mary Kay products remained mid-range in price, the skin care products sold by Rodan + Fields aim for the higher end. The much-publicized success of Rodan + Fields, and its many celebrity consultants and customers, drew many new consultants hoping to create a successful Rodan + Fields business.

A Major Business Model Transformation

In September 2024, Rodan + Fields made a significant shift away from its multi-level marketing structure. According to the company's announcement, "As of September 1st, 2024, Rodan + Fields transitioned to an affiliate-powered direct-to-consumer business model. This change simplifies how customers discover and engage with our products, while still benefiting from the passion and knowledge of our Brand Consultants."

This represents a complete departure from the MLM model detailed in earlier income disclosure statements, where the vast majority of consultants earned less than $7,000 annually and success depended heavily on recruiting and building sales networks.

How the New Affiliate Model Works

Getting started

Unlike the previous MLM system that required sponsors and varying starter kit costs ($45 to over $1,000), the new affiliate model is straightforward:

• Annual fee: Just $9.99 per year in the US
• No recruitment required: Success no longer depends on building a downline
• No sponsors needed: The company states they are "not accepting new Brand Consultants at this time," suggesting a more selective approach

Earning structure

The new model dramatically simplifies income generation:

• Flat 30% commission on all sales
• No income limits based on sales volume
• 30% discount on products for personal use
• Free shipping on orders over $40

This is in contrast to the previous MLM structure where consultants earned varying commission rates (2.5% to 15%) based on their level and the complex multi-tier system that rewarded recruitment over direct sales.

What This Change Means for Earning Opportunities

For existing consultants

Current Brand Consultants have been transitioned to the new affiliate model. The company emphasizes that "Brand Consultants receive a 30% commission on all affiliate sales via the simplified new affiliate program."

This change likely benefits most existing consultants. With a straightforward 30% commission structure, consultants can focus entirely on sales rather than recruitment.

For product enthusiasts wanting to sell

The new model appears more accessible and potentially profitable for those who simply want to sell products they believe in:

• Lower barrier to entry: $9.99 annually vs. previous startup costs
• Focus on sales, not recruitment: No pressure to build teams
• Predictable income: 30% commission on every sale
• Professional tools included: Personal website and reporting tools

For customers

Customers can continue purchasing through:

• The main Rodan + Fields website (rodanandfields.com)
• Brand Consultants’ personal websites
• The same product quality and formulations remain unchanged

Comparing MLM vs. Affiliate Marketing

Understanding the fundamental differences between these two business models helps explain what this shift means for earning potential. 

Multi-level marketing relies on building networks of recruits to generate income from multiple tiers of sales, while affiliate marketing focuses on individual sales performance with direct compensation. In the old model, financial success was in part dependent on building a team and helping them successfully recruit and sell. 

Now success depends on selling products. 

Key differences

MLM model (previous):

• Income heavily dependent on recruiting others
• Complex multi-tier commission structure
• Success required building and managing a sales team
• High variance in earnings, with a few earning millions while most earned a few thousands of dollars or less a year
• Potential for passive income from team sales

Affiliate model (New):

• Income based on personal sales
• Simple, flat commission rate
• No team management required
• More predictable earnings based on individual effort
• No passive income from others' sales

Similarities between both:

• Personal websites can be leveraged to make sales
• Direct customer relationships are key
• Product discounts for representatives
• Focus on word-of-mouth marketing

What Potential Sellers Should Know

Realistic expectations

While this is a simpler and more straightforward business model, it's important to have realistic expectations:

• Success still depends on your ability to find customers, sell products, and bring them back. 
• 30% commission means you need significant sales volume to earn substantial income
• No passive income potential from team building

Skills that transfer well

Those considering this opportunity should have or develop:

• Product knowledge and true passion for skincare
• Social media and digital marketing skills
• Customer service and relationship-building abilities
• Basic business and sales skills

Market considerations

Rodan + Fields maintains strong market positioning. It points to research that lists it as the "#1 Premium Skincare Regimen Brand in North America for 6 consecutive years, 2018 – 2023" and "#1 Premium Acne Brand in North America for 6 consecutive years, 2018 – 2023." 

This strong brand recognition can provide advantages in sales efforts.

The Bottom Line

Rodan + Fields' transition from MLM to affiliate marketing represents a significant simplification that could benefit many representatives. The new model eliminates the recruitment pressure and complex income structures that resulted in relatively small earnings for many consultants. 

However, success in affiliate marketing still requires dedication to sales and customer acquisition. The 30% commission rate is competitive for affiliate marketing, but building a substantial income will depend on consistently generating sales volume.

For those who were drawn to the previous model's promise of passive income through team building, this change removes that possibility. But for those who prefer a straightforward sales approach without the complications of managing a network, the new affiliate model may offer a more realistic path to earning income with Rodan + Fields products.

Note: The company has stated they are not currently accepting new Brand Consultants, so availability for new affiliates may be limited. Interested parties should check directly with Rodan + Fields for current enrollment status.