Turning Crisis into Success: Beekman 1802’s Journey of Resilience

Table of Contents:

• The Unexpected Start: From Weekend Retreat to Business Venture
• Managing Risk: Balancing Instincts with Caution
• Seizing Opportunities: Turning Small Moments into Major Breakthroughs
• Scaling with Discipline: Growth with Purpose
• Building a Business on Kindness and Community
• Conclusion: Success Redefined

The Unexpected Start: From Weekend Retreat to Business Venture

When Dr. Brent Ridge and Josh Kilmer-Purcell purchased a charming farm in Sharon Springs, New York, it was intended as a peaceful escape from their demanding careers in medicine and advertising. However, the economic downturn of 2008 abruptly changed their plans. Both found themselves jobless, burdened with a hefty mortgage, and responsible for a herd of goats they had agreed to shelter. This unforeseen situation prompted a series of decisions that would redefine their lives and careers.

Determined to make the best of their circumstances, Brent and Josh began experimenting with goat milk to create skincare products. This experimentation led to the birth of Beekman 1802, a company now celebrated for its science-backed skincare formulas and a significant $92 million sale nearly two decades later. Their journey from crisis to success is a testament to their resilience and innovative spirit.

Managing Risk: Balancing Instincts with Caution

Brent Ridge never envisioned himself as an entrepreneur. The financial crisis of 2008 forced him and Josh into entrepreneurship out of necessity. “Desperation was our motivation,” Brent recalls. Despite the urgency of their situation, Brent approached each decision with caution. They invested their savings into maintaining the farm but avoided risky ventures, opting instead for practical solutions to stay afloat.

For entrepreneurs facing similar challenges, Brent advises maintaining a source of income, minimizing upfront costs, and adopting a cautious approach to growth. Rather than eliminating risk entirely, he suggests reshaping it by taking small, calculated steps forward without jeopardizing everything.

Seizing Opportunities: Turning Small Moments into Major Breakthroughs

Beekman 1802’s first product launch was a simple bar of soap. Without a formal marketing plan or investor backing, Brent took matters into his own hands. He personally delivered the product to department stores in Manhattan, securing a small holiday table at Henri Bendel. His persistence paid off when a Vanity Fair editor featured their story, leading to their first national retail account with Anthropologie.

Brent’s willingness to seize opportunities, no matter how small, was instrumental in their success. Each step, from learning how to engage with customers to physically transporting products, opened doors that couldn’t have been anticipated.

Scaling with Discipline: Growth with Purpose

As demand for Beekman 1802’s products grew, Brent and Josh faced new challenges. Their original herd of goats could no longer meet the demand for milk, prompting them to partner with humane-certified goat farms across the country. Transparency with customers about their growth and partnerships was crucial.

For over a decade, they resisted outside investment, preferring to grow the business organically. This patience proved vital when they prepared for a nationwide launch with Ulta Beauty just as the pandemic hit. The experience taught Brent that growth should be about endurance, not speed, and maintaining the company’s core values.

Building a Business on Kindness and Community

Kindness has been at the heart of Beekman 1802 since its inception. From the moment a neighbor asked to move goats to their farm, Brent and Josh have prioritized empathy and community. They refer to their customers as “neighbors,” reflecting the support they received from their community.

Internally, they foster a culture of kindness by ensuring their employees develop skills for future roles. At Beekman 1802, feedback, transparency, and professional development are seen as acts of care. This sincerity resonates with their customers, transforming the brand into more than just a skincare line but a reminder of the importance of treating others gently.

Conclusion: Success Redefined

Seventeen years after launching their first soap, Beekman 1802’s founders measure success not by revenue but by contentment. For them, success means continuous learning, growth, and proving that good business can also be good for the world. Their journey from crisis to success is a powerful reminder of the impact of resilience, innovation, and community in building a sustainable and meaningful business.

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