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Proactiv Rebrands as the Acne Market Heats Up

The skin care giant is changing its parent company name and debuting non-acne beauty lines, reflecting a shift in how acne shoppers are buying beauty products today.
Restorative Elements, one of Alchemee's new brands, sells products meant to target skin discolouration.
Restorative Elements, one of Alchemee's new brands, sells products meant to target skin discolouration. (Courtesy )
By
BoF PROFESSIONAL

Over the past two decades, Proactiv has become one of the world’s best-known acne brands, thanks in large part to its infomercial-style ads. Celebrities such as Britney Spears, Katy Perry and Justin Bieber discussed not just the brand’s three-step regimen, but how it helped them overcome the shame and insecurity they felt around their skin.

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