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Skin care line called rodan and fields. soon after launching, estee lauder came knocking and they sold the company, a decision they regretted almost immediately. you guys took a big risk when the sold rodan & fields to estee lauder and then you bought it back. we did. the problem was we had a very big vision to help people and we weren t getting there at all. we were trapped behind the glass counter completely. we weren t their highest priority and we were never going to get anywhere. so the courage to buy it back wasn t difficult. the courage to start again with all the risk, a completely on our shoulders, everything we had earned from proactive we poured into the new venture rodan & fields. and not understanding fully how we re going to sell this product. right. and it s timing, too. that was really critical. because right at that moment in time, we saw the decline of department stores. you could literally roll a ....