How Kindness and Smart Scaling Built a $92 Million Skin Care Business
Shopify Masters · with Dr. Brent Ridge · November 13, 2025 · 37 min
Summary
Learn how Beekman 1802 scaled from a goat farm side hustle into a $92M skincare empire through a focus on community and scrappy, unconventional sales tactics. This episode offers valuable lessons on leveraging personal narrative, adapting to economic shifts, and building a brand with a loyal customer base, even when starting with limited resources.
Key takeaways
When starting lean, identify and leverage unique elements of your story to create compelling brand narratives that attract media attention and retail partnerships. The hosts' personal story and origin of goat milk soap resonated deeply.
Don't be afraid to take unconventional routes for market entry instead of only relying on digital ads. The founder landed initial retail distribution by cold-calling luxury department stores and personally selling products on the sales floor for weeks.
Embrace community involvement, even for operational challenges. When faced with an impossible order fulfillment deadline, the founders mobilized local retirees and stay-at-home parents through a "phone tree" to help wrap thousands of soaps, fostering a deep sense of community that became central to their brand identity.
De-risk new ventures by ensuring a stable financial base, whether it's a partner's income or a side job. This allows for focus on business growth without immediate existential pressure, especially during economic uncertainty.
Understand the specific sales tactics and psychological triggers of each sales channel. The founder learned how to sell skincare by observing luxury retail salespeople and researched TV retail dynamics to adapt their pitch for a broader audience.
Cultivate relationships with customers; treat them like "neighbors." Beekman 1802 built a loyal following by creating a familial connection, recognizing the value of each individual customer ("fighting for every neighbor").
Embrace challenges as learning opportunities and maintain a positive, growth-oriented mindset. The founder viewed selling on a department store floor, despite his prior career, as a chance to learn new skills rather than a blow to his ego.
Beekman 1802’s founders turned crisis into opportunity, building a $92 million skin care brand by starting small, staying disciplined, and leading with heart.
What does this episode say about founder & leadership?
When starting lean, identify and leverage unique elements of your story to create compelling brand narratives that attract media attention and retail partnerships. The hosts' personal story and origin of goat milk soap resonated deeply.
What does this episode say about brand & content?
Don't be afraid to take unconventional routes for market entry instead of only relying on digital ads. The founder landed initial retail distribution by cold-calling luxury department stores and personally selling products on the sales floor for weeks.
What does this episode say about retail & omnichannel?
Embrace community involvement, even for operational challenges. When faced with an impossible order fulfillment deadline, the founders mobilized local retirees and stay-at-home parents through a "phone tree" to help wrap thousands of soaps, fostering a deep sense of community that became central to their brand identity.
What does this episode say about founder & leadership?
De-risk new ventures by ensuring a stable financial base, whether it's a partner's income or a side job. This allows for focus on business growth without immediate existential pressure, especially during economic uncertainty.
What does this episode say about founder & leadership?
Understand the specific sales tactics and psychological triggers of each sales channel. The founder learned how to sell skincare by observing luxury retail salespeople and researched TV retail dynamics to adapt their pitch for a broader audience.
