Business

From Crisis to Success: Building a $92M Brand on Kindness

November 13, 2025 Katio L. No comments yet

Introduction

In the face of adversity, some stories stand out as remarkable tales of resilience and innovation. The journey of Dr. Brent Ridge and Josh Kilmer-Purcell, founders of Beekman 1802, is one such narrative. What began as a serene weekend escape turned into a transformative venture, culminating in the creation of a $92 million skincare brand built on the principles of kindness and community. This article delves into their inspiring journey, exploring how they turned a crisis into an opportunity for success.

Managing Risk While Following Your Instincts

The 2008 financial crisis was a turning point for Brent and Josh. With both losing their jobs, they found themselves at a crossroads, armed only with a picturesque farm, a herd of goats, and an entrepreneurial spirit born out of necessity. Brent recalls this period as one driven by desperation, yet it was their cautious approach to risk management that set the foundation for their future success.

Instead of making risky bets, they focused on practical ways to maintain stability while exploring product ideas. This strategy of minimizing exposure allowed them to experiment without jeopardizing their financial security. Brent advises entrepreneurs facing similar circumstances to maintain a steady income, limit upfront costs, and grow incrementally. By reshaping risk rather than eliminating it, they were able to navigate through uncertainty and lay the groundwork for Beekman 1802.

Turning Small Moments into Major Breakthroughs

The launch of Beekman 1802’s first soap was a lesson in seizing opportunities. Without waiting for a formal marketing plan or investor support, Brent took the initiative to personally sell their products to department stores in Manhattan. This hands-on approach led to unexpected breakthroughs, including a feature in Vanity Fair and a national retail account with Anthropologie.

Brent emphasizes the importance of persistence and showing up, even when success seems uncertain. Each small step, from learning customer interactions to physically transporting products, opened doors that were previously unimaginable. These moments highlight the power of taking initiative and recognizing opportunities, even in their most nascent forms.

Scaling with Discipline, Not Haste

As Beekman 1802 gained traction, Brent and Josh faced new challenges in scaling their business. The demand for their products quickly outpaced the supply from their 150 goats, prompting them to partner with a network of humane-certified goat farms. This expansion was guided by transparency and a commitment to maintaining high animal care standards.

Despite their growth, they resisted the lure of outside investment for over a decade, choosing instead to scale organically. This discipline proved crucial when they faced a major hurdle during the COVID-19 pandemic, just as they were preparing for a nationwide launch with Ulta Beauty. By maintaining control and staying true to their values, they navigated the crisis and emerged stronger.

Building a Business on Kindness and Clarity of Purpose

Kindness has been at the heart of Beekman 1802’s ethos from the very beginning. From referring to their customers as “neighbors” to fostering a supportive work environment, Brent and Josh have built a brand rooted in empathy and community. This philosophy extends to their employees, whom they empower with skills to succeed in future roles.

The sincerity of their approach resonates with customers, transforming Beekman 1802 into more than just a skincare brand. It has become a symbol of emotional connection and a reminder of the importance of treating others with care. For Brent, success is measured not by revenue but by the contentment and growth of the community they have nurtured.

Conclusion

The story of Beekman 1802 is a testament to the power of resilience, innovation, and kindness. From a crisis emerged a thriving brand that champions community and thoughtful growth. Brent and Josh’s journey underscores the importance of managing risk, seizing opportunities, and building a business with a clear purpose. As they continue to learn and grow, they demonstrate that good business practices can indeed make a positive impact on the world.