Proactiv

Proactiv is an American brand of over-the-counter acne treatment products developed by dermatologists Katie Rodan and Kathy Fields and marketed in partnership with Guthy-Renker. The core system, introduced in the 1990s, centers on a three-step regimen—cleanser, toner, and treatment—that uses benzoyl peroxide to kill acne-causing bacteria and reduce oil production. The line is distributed through direct-response marketing as well as traditional retail channels in several countries.

Historically, Rodan and Fields formulated the system to offer a dermatologist-led approach for home use. The brand gained prominence through television infomercials and direct-mail campaigns beginning in 1995. Since then, Proactiv has expanded with reformulations and new lines, including Proactiv+ in the 2010s, which introduced updated formulas and digital features in some markets. The company has marketed the products globally with a focus on acne-prone skin, including offerings aimed at teenagers.

Product range and formulations have evolved beyond the original trio. The traditional lineup consists of a cleanser, a clarifying toner, and a benzoyl peroxide–based acne treatment. Proactiv has also released additional cleansers, moisturizers, and grooming tools, along with updated lines that offer reformulated formulas and, in some markets, enhanced digital personalization and support features.

Reception and criticism of Proactiv have been mixed. The brand maintains strong recognition and many users report improvement in acne symptoms, while others experience dryness or irritation or see limited results. Critics point to pricing, marketing costs, and variable outcomes across different skin types. As with other benzoyl peroxide products, users should follow directions and consider consulting a dermatologist for persistent or severe acne.