Beekman 1802, a skin and body care company that uses goat milk as a key ingredient for its products, has launched a vegan alternative to its products.
The “Shine-Free” line, which includes a cleanser, toner and moisturizer, uses what Beekman 1802 refers to as “vegan goat milk.”
“We recognize that our traditional goat milk is probably a little bit too rich for oilier combination skin, so we developed a clone of our goat milk,” CEO Jill Scalamandre told Digital Commerce 360. “From a bio-tech position, we reconstructed it because we have the breakdown of exactly what’s inside of our goat milk — the weight, the composition — and then we re-engineered it using alternatives.”
She added that Beekman 1802 will expand into sunscreen — and other products that she did not disclose — in 2025. For now, the retailer is limiting the vegan-friendly line to “the essentials,” she said.
Beekman 1802, a brand known for its goat milk-based products, has launched a vegan-friendly product line.
CEO: Beekman 1802 vegan line to help with 2024 sales growth
Awareness and innovation are at the forefront of 2024 sales, Scalamandre said. That includes the Shine-Free line, as well as a mushroom milk eye cream that Beekman 1802 launched in January. The mushroom-based product includes goat milk. And Beekman is launching more products in the second half of 2024, she said, without revealing specifics.
“We are relatively small in the world of skin care, and we’re growing,” Scalamandre said. “We had a banner year last year — grew 20%. And we want to do the same this year. We are taking a look at our media, and we’re saying we’re definitely going to allocate — which we haven’t done before — 20% of our media to brand awareness media. It used to be performance marketing.”
Part of that includes the formation of what Beekman 1802 calls the Kindness Crew, or its team of social media influencers who will market the new products. The brand plans to have 500 women talking about their products online by the end of Q1.
Scalamandre said Beekman 1802’s largest marketing platforms are TikTok and Meta’s Instagram and Facebook. This year, the retailer is adding YouTube to the mix, she said.
Brand partnerships pay off
Beekman 1802 partnered with brands Nestle Toll House and Mrs. Potato Head on limited-edition collections. Both sold out after debuting on television channels QVC and HSN, and through Ulta. Scalamandre said Beekman 1802 is exclusive with Ulta for brick-and-mortar store sales. At Ulta, Beekman 1802 is one of the top-five fastest-growing skin care brands. It also won Ulta’s title of skin care brand of the year in 2023.
Furthermore, the Nestle and Mrs. Potato Head collections each generated more than $1 million in revenue, Beekman 1802 said. The latter helped Beekman 1802 promote its potato peel product.
Beekman 1802 x Nestle Toll House Holiday Collection
Beekman 1802 and Nestle Toll House began selling their collection Nov. 9, 2023, via QVC.com and on Nov. 11, 2023, through Beekman1802.com. It sold $2 million in a day on television, selling out. It also sold out online, but not in a day, Scalamandre said.
The collaboration with Nestle was for products that smelled like the brand’s chocolate chip cookies. The set included bar soap, hand cream, hand and body wash, whipped body cream and cookie lip balm.
“We are a brand that has a very warm, welcoming and slightly nostalgic edge,” Scalamandre said. “When you think about milk, it has a very nostalgic feeling to it. We all grew up drinking milk. And so we chose Toll House because, y’know, milk and cookies.”
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