Rodan + Fields Beauty (R+F), a top U.S. skincare brand founded by female dermatologists, has launched its first major multimedia campaign, titled “Love What You See.”
More than just a slogan, the campaign focuses on embracing the personal journey behind every woman’s skin. It highlights how life experiences, both good and difficult, shape not only who we are, but also the way our skin changes over time.
The campaign reinforces R+F’s commitment to visible, science-backed skincare. Its dermatologist-developed products are designed to help with real issues such as acne, discoloration, dryness, and wrinkles — especially those caused by hormonal changes during pregnancy and menopause.
A Fresh Look at Beauty and Confidence
With “Love What You See,” R+F is reintroducing itself to the beauty world. The campaign marks a shift to a new business model that includes affiliate marketing and greater availability at Ulta Beauty stores.
“Skincare has never been just about the products — it’s about the journey,” said Anncy Rowe, chief commercial officer at Rodan + Fields. “In our research, we found that as women age, they often become more critical of their appearance. This campaign encourages women to embrace their full, unfiltered selves — not just the picture-perfect moments, but the real ones that show growth and progress.”
Science-Driven and Women-Focused
Founded by Dr. Katie Rodan and Dr. Kathy Fields, the brand has long emphasized the power of science in skincare. Through clinical trials and new technologies, Rodan + Fields has aimed to deliver real, visible results. The new campaign continues this mission by combining dermatologist-developed formulas with emotional storytelling.
The campaign spans multiple platforms, including connected TV, YouTube, Spotify, influencer partnerships, dermatologist collaborations, and Hearst content integrations. It’s designed to meet consumers wherever they are in their skincare journey, blending emotion and science at every step.
Pop-Up Experience in New York City
To launch the campaign, R+F is partnering with La La Land Kind Café, a coffee shop known for its focus on spreading kindness. Together, they will host a one-day pop-up event on Thursday, May 29, in SoHo, New York City.
“We’re excited to bring La La Land Kind Café to New York for the first time with Rodan + Fields,” said François, the café’s founder. “Their message of self-reflection and self-celebration fits perfectly with our mission.”
At the event, guests will enjoy custom coffee drinks with uplifting messages, interact with mirrors that encourage self-reflection, and receive personalized skincare consultations from the R+F Dermatologist Advisory Board. The goal is to help visitors feel more confident in their skin and proud of their personal journeys.
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