PROACTIV

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. 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 is one of the most popular skincare brands of all time, according to the Journal of Clinical and Aesthetic Dermatology. Introduced in 1995, Proactiv revolutionized the at-home treatment of acne by being the first to take a preventative approach, the "proactiv approach”: treating existing blemishes while helping to prevent future breakouts before they appear.
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