Goat-milk skincare brand Beekman 1802 launches vegan line

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 incorporates a cleanser, toner and moisturizer, uses what Beekman 1802 refers to as “vegan goat milk.”

“We recognize that our traditional goat milk might be a bit bit too wealthy 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 now we have the breakdown of exactly what’s inside our goat milk — the load, the composition — after which we re-engineered it using alternatives.”

She added that Beekman 1802 will expand into sunscreen — and other products that she didn’t 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 assist with 2024 sales growth

Awareness and innovation are on the forefront of 2024 sales, Scalamandre said. That features the Shine-Free line, in addition to a mushroom milk eye cream that Beekman 1802 launched in January. The mushroom-based product includes goat milk. And Beekman is launching more products within the second half of 2024, she said, without revealing specifics.

“We’re relatively small on this planet of skincare, and we’re growing,” Scalamandre said. “We had a banner yr last yr — grew 20%. And we would like to do the identical this yr. We’re taking a have 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 was once performance marketing.”

A part of that features the formation of what Beekman 1802 calls the Kindness Crew, or its team of social media influencers who will market the brand new products. The brand plans to have 500 women talking about their products online by the top of Q1.

Scalamandre said Beekman 1802’s largest marketing platforms are TikTok and Meta’s Instagram and Facebook. This yr, the retailer is adding YouTube to the combo, she said.

Brand partnerships repay

Beekman 1802 partnered with brands Nestle Toll House and Mrs. Potato Head on limited-edition collections. Each sold out after debuting on television channels QVC and HSN, and thru Ulta. Scalamandre said Beekman 1802 is exclusive with Ulta for brick-and-mortar store sales. At Ulta, Beekman 1802 is certainly one of the top-five fastest-growing skincare brands. It also won Ulta’s title of skincare brand of the yr in 2023.

Moreover, the Nestle and Mrs. Potato Head collections each generated greater 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 just 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’re a brand that has a really warm, welcoming and barely nostalgic edge,” Scalamandre said. “When you consider milk, it has a really nostalgic feeling to it. All of us grew up drinking milk. And so we selected Toll House because, y’know, milk and cookies.”

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