LGBTQ Goat Farm: $150M+ Business Success Story
- In 2006, Josh Kilmer-Purcell and Brent Ridge, a New York City couple, purchased Beekman Farm in Sharon Springs, N.Y., as a weekend retreat.
- The 2008 recession hit, and both Kilmer-Purcell and Ridge lost their jobs.
- To build brand awareness, the co-founders embraced earned media opportunities.
Discover the remarkable journey of Beekman 1802, the world’s leading goat milk skincare brand, and its meteoric rise-a true $150M+ business success story. Co-founders Josh kilmer-Purcell and Brent Ridge turned a humble goat farm into a thriving enterprise, proving resilience and innovation in the face of adversity. From losing their jobs in the 2008 recession, the primary_keyword of skincare and the secondary_keyword of goat milk propelled them forward, utilizing reality TV and “The Amazing Race” to exponentially increase brand awareness. Their story, emphasizing kindness and community, has secured major retail partnerships and a loyal following.This inspiring narrative reminds us how creativity builds brands. News Directory 3 highlights how this story resonates within the entrepreneurial community. discover what’s next for this exceptional brand.
Beekman 1802’s Goat Milk Skincare Success Story
Updated June 25, 2025
In 2006, Josh Kilmer-Purcell and Brent Ridge, a New York City couple, purchased Beekman Farm in Sharon Springs, N.Y., as a weekend retreat. Kilmer-Purcell worked in advertising, while Ridge was a physician at Martha Stewart Omnimedia.Soon after, a neighbor named John, a farmer, needed a place for his 80 goats. The couple offered their barn, unaware this act of kindness would be the cornerstone of their future business.
The 2008 recession hit, and both Kilmer-Purcell and Ridge lost their jobs. Facing a new mortgage, they needed to find a way to make the farm profitable. They decided to create a goat milk skincare line, marking the start of Beekman 1802.
To build brand awareness, the co-founders embraced earned media opportunities. within five months, “The Fabulous Beekman Boys,” a reality TV show, began airing. Kilmer-Purcell said the show helped them cultivate a loyal fan base and served as a ”free commercial” for their burgeoning business.
“The Amazing Race” became another unexpected possibility. Ridge recalled that they introduced themselves as “The Beekman Boys” from the start. Despite considering themselves underdogs,they won. Before the win, beekman 1802 received about 100 orders daily.Afterward, that number surged into the thousands.
Kilmer-Purcell said their underdog status resonated with viewers, aligning with their story of starting from scratch in rural New York. “The Amazing Race story was so authentic to the brand that it was a multiplier,” Kilmer-Purcell said.
the brand’s growth continued when it launched on TV retail. To capture viewers’ attention, they brought baby goats on air. Ridge explained that this disruptive tactic increased the likelihood of making a sale. Today,Beekman 1802 is a leading skincare brand on QVC and HSN.
Beekman 1802 expanded into Ulta Beauty, Target and Amazon.The Ulta rollout coincided with the pandemic, prompting the co-founders to seek outside investment. In 2021, Eurazeo acquired a controlling stake in the company with a $62 million investment.
The co-founders caution aspiring entrepreneurs against “the Shark Tank effect,” the belief that raising money is essential to start a business. Kilmer-Purcell said that businesses focused on fundraising often struggle to operate effectively.
Ridge emphasizes the importance of ignoring trends and focusing on true innovation in the skincare market. ”the world doesn’t need another vitamin C cream,” Ridge said. “What is the true innovation? How are you going to bring something new to customers that’s going to improve their lives?”
Kindness remains central to Beekman 1802’s mission. The company has donated hundreds of thousands of dollars to various causes and established a Kindness Krew of skincare content creators and community influencers.
Ridge said that spreading kindness enhances the value of their products. “Selling the product is the next level down,” Ridge said.
What’s next
Beekman 1802 plans to continue expanding its product line and retail presence, while staying true to its core values of kindness and community impact.