- Proactiv, also known as Proactiv Solution, is a brand of skin-care products developed by two American dermatologists, Katie Rodan and Kathy Fields, and launched in 1995 by Guthy-Renker, a California-based direct marketing company
Proactiv Net worth 2024 (estimated)
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Proactiv facts
- The range includes moisturizers, body washes and hair products, but the brand is known for its three-step anti-acne kit consisting of a cleanser, toner and lotion
- Proactiv+, a reformulation of the three-step kit, was introduced in 2013
- 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
- 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
- The product is mostly sold online as part of a continuity program
- A month after ordering, customers are sent a three-month supply, which continues until the subscription is cancelled
- Customers have complained that the subscriptions are hard to cancel
- According to a 2011 review, there have been few studies on the efficacy of Proactiv
- A 2011 Consumer Reports study compared Proactiv with two less expensive types of benzoyl peroxide, AcneFree and OXY Maximum, and found all three to be equally effective
- The US Food and Drug Administration warned in 2014 that over-the-counter acne treatments can cause severe irritation, as well as rare but life-threatening allergic reactions
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