Founder’s Story: Beekman 1802’s Journey to 60 Million Bars of Soap

Episode: They Had Goats, No Jobs, and a Dream—How Beekman 1802 Sold 60 Million Bars of Soap | Ep. 227 with Josh Kilmer-Purcell & Dr. Brent Ridge

Host: Daniel from IBH Media
Guests: Josh Kilmer-Purcell & Dr. Brent Ridge, Founders of Beekman 1802
Release Date: June 9, 2025

Introduction

In this inspiring episode of Founder’s Story, host Daniel welcomes Josh Kilmer-Purcell and Dr. Brent Ridge, the dynamic founders behind Beekman 1802, a brand that has impressively sold over 60 million bars of soap. The conversation delves deep into their entrepreneurial journey, the challenges they faced, and the values that propelled their success.

The Journey to 60 Million Bars of Soap

Daniel opens the discussion with excitement about Beekman 1802's monumental achievement:

Daniel [00:01]: "The crazy thing I heard Dr. Brent Ridge and Josh is that you've surpassed 60 million bars of soap, which is insane."

Brent Ridge reflects on the relentless reinvestment strategy that fueled their growth:

Brent Ridge [00:33]: "We invested everything that we earned back into the company, particularly in those first few years doing research, growing the brand, growing the science behind what we were producing... investing is what got us to that 60 million bars."

Investing in the Company

Brent elaborates on their financial strategy, emphasizing the importance of reinvesting profits to support long-term growth:

Brent Ridge [01:16]: "For the first eight years, we weren't drawing salaries. We were putting everything back into the company, either into research or hiring. We chose to invest back into the business."

This commitment to reinvestment highlights their dedication and belief in the potential of Beekman 1802.

The Role of Desperation and Motivation

Daniel probes into the personal motivations behind their success, particularly during challenging times:

Daniel [01:57]: "Did you ever imagine... selling 60 million bars?"

Josh Kilmer-Purcell candidly shares their driving force:

Josh [02:14]: "Our secret was desperation... our vision was can we pay the mortgage this month... if you're not hungry enough, you're not going to make it."

This raw honesty underscores the foundational hunger that propelled their business forward.

Advice for Entrepreneurs Facing Layoffs

Addressing listeners who might be experiencing layoffs, Brent offers practical advice:

Brent Ridge [03:25]: "Take a personal inventory of your skills and assets... ask a friend or former colleague to help identify your skills."

Josh adds strategic insight on managing risks during tough times:

Josh [04:30]: "When you're desperate, make really solid, really stable plans instead of swinging for the fences with billion-dollar risks."

Setting Personal Metrics for Success

Brent emphasizes the importance of defining personal success metrics to maintain focus and satisfaction:

Brent Ridge [04:53]: "Identify what your personal metric for success is... for us, it was to make $1 million to pay off the mortgage on the farm."

He notes their contentment upon achieving and surpassing their goals:

Brent Ridge [05:55]: "Surpassing our goals didn’t bring more happiness. Setting and achieving our goalposts brought us contentment."

Finding Happiness Beyond Business Success

Daniel raises an important point about the elusive nature of happiness post-success. Josh responds by highlighting the need for meaningful goals and rejecting the pursuit of unrealistic unicorn status:

Josh [06:30]: "Not everybody is Elon Musk... we wanted to show people how to build a ladder, not a rocket—to make steady progress."

Brent adds that their company’s mission centered around kindness, ensuring that success translates into positive societal impact:

Brent Ridge [07:29]: "The purpose of our company has always been around kindness... it allows us to continue to spread kindness in the world."

The Simplicity of Business Ideas

Daniel and Josh discuss the power of simple, need-based business ideas over overly complicated ventures:

Daniel [09:46]: "How can other people create a product-led business without overcomplicating it?"

Josh [09:50]: "Think of something somebody needs that you can create and sell. It’s truly that simple."

Josh criticizes the modern obsession with large-scale investments, advocating for grassroots growth:

Josh [10:58]: "If you don’t make a dollar before you invest, you're building a business about getting money, not selling products."

Leveraging Media for Growth

The conversation shifts to their strategic use of media to amplify their brand:

Brent Ridge [11:21]: "Opportunities like TV retail made us master storytellers... it helped us grow Beacon 1802 by building emotional connections with customers."

Josh reinforces the importance of media as a marketing tool:

Josh [12:32]: "Any chance you have to talk about yourself, take it. It’s all marketing."

Partnership Dynamics in a Married Business

Daniel explores the complexities of running a business with a spouse. Josh and Brent share their unique partnership dynamic, emphasizing passion over role-based divisions:

Josh [13:44]: "Who is more passionate about something gets the final decision... it's not about who's better, it's about who cares more."

Brent Ridge [14:43]: "In a long-term partnership, you often don't need to codify it as strictly, but having clear decision-making protocols helps."

Overcoming Challenges: The Amazing Race

One significant challenge they faced was participating in The Amazing Race. Brent recounts their strategic approach and the resultant brand exposure:

Brent Ridge [18:45]: "We made it halfway through the race as our marker for success... after the race, TV retail opportunities exploded our growth."

Josh highlights how media exposure honed their storytelling skills, crucial for effective marketing:

Josh [19:18]: "TV retail made us master storytellers... efficient at pushing emotional connections with customers."

Final Thoughts and Conclusions

As the episode wraps up, Daniel praises their success and the impact of their book “Goat Wisdom”, encouraging listeners to seek inspiration from their journey. Brent and Josh provide avenues for listeners to explore their book and continue supporting Beekman 1802.

Brent Ridge [20:18]: "They can go anywhere books are sold. Goat wisdom.com is the name of the book."

Daniel [20:27]: "Thank you for sharing today... Check out Goat Wisdom and be inspired to just get started."

Key Takeaways

• Reinvestment is Crucial: Continuously reinvesting profits into the business can drive long-term growth and success.

• Desperation as Motivation: Genuine need and hunger can be powerful motivators for entrepreneurial success.

• Define Personal Success: Setting clear, personal metrics for success can lead to greater satisfaction and prevent endless chasing of more.

• Simplicity Over Complexity: Focus on creating products that fulfill real needs rather than overcomplicating business models.

• Effective Use of Media: Leveraging media opportunities strategically can significantly amplify brand presence and growth.

• Passionate Partnerships: Clear decision-making protocols based on passion levels can strengthen business partnerships, especially in personal relationships.

Founder’s Story with Josh Kilmer-Purcell and Dr. Brent Ridge offers a compelling look into how resilience, strategic reinvestment, and a focus on kindness and simplicity can lead to monumental business achievements. Their journey with Beekman 1802 serves as a valuable blueprint for aspiring entrepreneurs aiming to build purpose-driven, sustainable businesses.