Proactiv's Rebrand Is Proof That The Era Of Acne Acceptance Is Here

Across all its ads, though, Proactiv’s messaging was clear: good skin is skin without any blemishes, texture or scarring.

But since the days of those cable TV infomercials, there’s been a drastic change in the way we talk about skin. The rise of the body positivity movement has brought forth a push for acne acceptance. Because of this, Proactiv — once a powerhouse in the world of skincare — is now rebranding. In November 2021, it was announced that Proactiv would be changing its name to Alchemee. And on January 19,reported on the company’s plans to launch two new product lines this year that eschew the Proactiv name and acne focus.

Proactiv’s rebrand is a response to a larger change in the beauty industry. Today, skincare products are increasingly about normalizing acne.. And over time, messages of self-acceptance have taken precedence over shame surrounding appearance, thanks in large part to skin-positivity influencers — or skinfluencers — who have been transparent about what real skin looks like.

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