The Proactiv Company, makers of the #1 selling acne regimen, announced its rebranding and repositioning under the new name Alchemee. The company has been incubating two new brands that would move them beyond the acne category to target a range of skincare concerns.

Shannon Pappas, Global General Manager at Alchemee, shared on LinkedIn, "This expansion into new categories paved the way for not only a need for a corporate rebranding but also for us to put a stake in the ground and identify what we stand for as a newly formed Los Angeles-based skincare company. From this moment forward we would stretch beyond acne care, evolve from The Proactiv Company, and become what is now known as Alchemee."

Alchemee will tap into the origins of Proactiv, with a focus on evaluating different chronic skin conditions and developing scientifically proven, efficacious regimens that help consumers both within and expanding beyond the acne space. With new brands that are currently in development, the company will employ a holistic approach to maintain, treat, correct and restore healthy, clean skin.

“We're on a mission to become the leading global science-backed, regimen-based skincare company guided by the needs of our customers as well as the latest research, products and trends," Pappas continued. "Our new brand development strategy keeps our customers and industry trends top of mind and we are continuing to lean into our long-standing partnerships with leading experts in the field while pushing forward to develop science-backed innovation. Not everyone has access to a dermatologist's office and that's where Alchemee can step in.”

Beyond Proactiv, the first new brand to emerge from this new portfolio will be Restorative Elements focused on treating skin discoloration, launching in early 2022. Following this launch, Alchemee will be introducing new brands and products into its portfolio to address common skin conditions like hyperpigmentation, psoriasis, eczema, and dermatitis.

Along with category expansion, Alchemee is prioritizing accessibility and pushing forward a full omnichannel approach to meet consumers where they are—from digital and social to retail and DTC channels. The company will also be revamping its call center procedures to provide highly personalized one-on-one assistance throughout the customer's skincare journey, from education to purchase to trial.