The Proactiv Company that we knew and loved back in high school when we were covered in blemishes has announced a major rebrand. The company is now Alchemee and will expand its portfolio to address more diverse skin concerns beyond acne.
The company with the number-one selling acne regimen is going to try its hand at tackling other skin conditions, as Alchemee is developing a host of new brands. Each brand “will employ a holistic approach to maintain, treat, correct and restore healthy, clean skin,” per a statement.
"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," Shannon Pappas, general manager of Alchemee, said in the statement.
The first new brand is Restorative Elements, launching in early 2022. The brand will focus on skin discoloration. Following that launch, Alchemee will continue to introduce other fresh brands. Each new brand will address common skin concerns, including hyperpigmentation, psoriasis, eczema and dermatitis.
