From Crisis to Empire: Scaling Kindness at Beekman 1802
Navigating Uncertainty: The Birth of Beekman 1802
The global recession of 2008 was a time of upheaval for many, and Brent and Josh were no exceptions. Both lost their jobs, leaving them with a significant mortgage and a newfound responsibility for a herd of goats. This dire situation sparked a series of decisions that would ultimately lead to the creation of Beekman 1802, a skincare company renowned for its goat milk-based products. By leveraging the unique properties of goat milk, which shares a similar pH to human skin, they crafted gentle, science-backed skincare solutions that resonated with consumers.
Managing Risk and Trusting Instincts
Brent Ridge, who never considered himself a natural entrepreneur, found himself thrust into the world of business out of sheer necessity. The loss of their jobs forced Brent and Josh to become resourceful, managing risk meticulously while following their instincts. They invested their savings into maintaining the farm and explored practical ways to generate income. Brent’s cautious approach to risk, combined with the rapidly changing technological and economic landscape, led him to focus on minimizing exposure while still pushing forward.
For entrepreneurs facing similar challenges, Brent advises maintaining a steady income stream, minimizing upfront costs, and adopting a gradual approach to growth. Instead of eliminating risk entirely, he suggests reshaping it—stretching just enough to advance without jeopardizing everything.
Transforming Small Moments into Major Breakthroughs
The journey of Beekman 1802 is marked by seizing opportunities, no matter how small. When they launched their first soap, Brent took it upon himself to personally market the product. Without a formal marketing plan or investor backing, he drove to Manhattan and cold-called department stores. A breakthrough came when a buyer at Henri Bendel offered him a small holiday table on the main floor. Brent’s persistence paid off, catching the attention of a Vanity Fair editor and eventually leading to their first national retail account with Anthropologie.
These experiences highlight the importance of persistence and being present. Each step, from learning customer interaction to physically transporting products, opened doors that could not have been anticipated. Brent’s story underscores that success often arises from the willingness to embrace opportunities as they come.
Scaling with Discipline and Patience
As Beekman 1802 gained traction, Brent and Josh faced new challenges. The demand for their products outstripped the supply from their 150 goats, prompting them to partner with a network of humane-certified goat farms. Transparency with customers was paramount, as they shared details of their growth and partnerships.
Despite their success, Brent and Josh resisted outside investment for over a decade, adhering to a traditional approach to business. This patience proved invaluable, especially when preparing for a nationwide launch with Ulta Beauty just as the pandemic hit. By self-financing inventory and store displays, they maintained operational stability and retained their team, eventually accepting private equity investment to navigate the crisis.
Brent’s perspective on growth evolved during this period, shifting from speed to endurance. He emphasizes that expansion should be about maintaining core values while adapting to changing circumstances.
Building a Business on Kindness and Purpose
From the beginning, kindness has been the cornerstone of Beekman 1802’s philosophy. The decision to shelter goats was an act of kindness that set the tone for the company’s culture. Customers are affectionately referred to as “neighbors,” reflecting the community-oriented approach that helped pack their first Anthropologie order.
Internally, this ethos extends to employees, with a focus on skill development and career growth. Brent and Josh believe that supporting their team’s professional development is a kind gesture that benefits both the individual and the company.
Beekman 1802’s commitment to kindness resonates with customers, transforming the brand into more than just a skincare line. It offers an emotional connection and a reminder of the importance of treating others gently. For Brent, kindness is not an afterthought but the foundation that sustains the company.
Conclusion: The Legacy of Beekman 1802
Seventeen years after launching their first soap, Beekman 1802 has grown into a $92 million brand that champions kindness, community, and thoughtful growth. For Brent Ridge, success is measured not by revenue but by contentment and the ongoing pursuit of learning and growth. The story of Beekman 1802 serves as a testament to the power of resilience, innovation, and kindness in building a business that is not only successful but also good for the world. As Brent wisely advises, know your metric of success and remain true to it, proving that good business can indeed be good for all.
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