Beekman 1802 Launches Milk Therapy Hair Care Line Powered by Goat Milk
Beekman 1802 Launches Milk Therapy Hair Care Line, Harnessing the Power of Goat Milk
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In an exciting expansion of its product offerings, Beekman 1802, the beloved skincare brand co-founded by Josh Kilmer-Purcell and Dr. Brent Ridge, is set to launch a new hair care line powered by goat milk. The Milk Therapy collection, debuting this Saturday on HSN and QVC, aims to bring the nourishing benefits of goat milk to consumers’ hair, promising a gentle yet effective solution for those with sensitive scalps and damaged strands.
Since its inception in 2008, Beekman 1802 has built a reputation for its sensitive skin-focused body and facial products. With the introduction of Milk Therapy, the brand is venturing into the hair care market, following last year’s successful foray into fragrances with scented moisture mists.
“Goat milk has so much potential as a platform for products across categories,” said CEO Jill Scalamandre. The new line includes a shampoo, conditioner, and leave-in treatment, each priced under $33, making it accessible for a wide range of consumers. A direct-to-consumer launch is also planned for September.
Brad Farrell, the brand’s Chief Marketing Officer, emphasized the commitment to sensitive skin expertise, stating, “Similar to what we’ve done in skin care, we’re taking the philosophy of being sensitive-skin experts to hair.”
The Milk Therapy line combines the anti-inflammatory properties of goat milk with a peptide complex and hydrolyzed collagen, aiming to promote holistic hair health. Industry sources estimate that the line could exceed $1 million in sales within its first six months on the market.
A recent consumer study involving 35 participants revealed that 94% experienced a decrease in scalp irritation while using the products, and a 12-day clinical test indicated a remarkable 78% reduction in hair breakage. Beekman 1802 has ramped up its clinical testing efforts, increasing the number of instrumental tests conducted per launch from 13 to 44 over the past two years, reflecting a growing demand for results-driven beauty products.
The launch strategy focuses on the brand’s core demographic—mid-40s consumers, particularly older Millennials with color-treated, dry, or damaged hair. Scalamandre noted that the initial rollout will not include brick-and-mortar stores, where Beekman 1802 products are typically sold at Ulta Beauty.
As the beauty and wellness landscape increasingly embraces milk- and animal-sourced products, Beekman 1802 is tapping into a trend that resonates with health-conscious consumers. The benefits of A2 goat milk proteins, known for their potential to improve digestibility and hypoallergenic properties, have gained traction in recent months.
“We’ve seen A2 proteins trend in the wellness space, with people using A2 milk and ingestible supplements versus A1 milk, because it’s more compatible with their gut health,” Farrell noted. This growing interest in goat milk’s scientific benefits is paving the way for Beekman 1802’s innovative approach to hair care.
With the Milk Therapy line, Beekman 1802 is poised to make a significant impact in the hair care market, offering consumers a gentle yet effective solution for their hair health needs. As the launch date approaches, anticipation is building for what could be a game-changer in the beauty industry.
