The first new brand will be Restorative Elements for skin discoloration, followed by new brands and products to address psoriasis, eczema, and dermatitis.

The Proactiv Company is rebranding and repositioning under the new name Alchemee. 

Alchemee will cater to a multitude of skin concerns, and focus not only on consumers' needs, but on meeting them where they are along their journey through both innovation and an omni-channel approach.

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," says Shannon Pappas, General Manager of Alchemee, in a news release. "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, launching in early 2022. The brand will focus on skin discoloration. 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 omni-channel approach to ensure products are available where the brand's customers 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.