How Beekman 1802 Drives Skincare Success with a Strategic Influencer Marketing Approach

In the latest edition of our series: 'Learn from the Best', we uncover the influencer marketing strategy of Beekman 1802.

Beekman 1802 is doctor-founded skin & body care brand, they've positioned themselves as skincare powered by nutrient rich goat milk that feeds a healthier microbiome. Creating a breakout brand in the beauty space is tough, let's unpack how Bleekman's team leveraged influencers to grow their brand.

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Beekman 1802, known for their goat milk-powered skincare products, has mastered a blend of influencer marketing strategies to stand out in the highly competitive beauty industry. Their approach emphasizes quality content, brand consistency, and building deep relationships with influencers. Here are three key tactics Beekman 1802 uses to succeed in influencer marketing that your brand can implement too.

1. Focus on High-Fidelity Content

Beekman 1802 places a high priority on content quality, particularly for their skincare products. While many brands use influencer-generated content to add variety to their marketing mix, Beekman 1802 is committed to ensuring that every piece of content aligns with their high standards and brand messaging. They often use a combination of studio-shot content, in-house UGC-style content, and long-term influencer contracts to produce polished, brand-consistent material.

Brands looking to replicate this should ensure a clear creative direction that ties into brand values, even when working with influencers. High-quality content can help build credibility and maintain a premium brand image, especially in beauty and skincare, where aesthetics and storytelling matter greatly.

2. Create a Balance of Brand and Influencer Voices

One of Beekman 1802’s strengths is finding the right balance between their own brand voice and that of the influencers they work with. They use influencer-generated content to create an authentic, relatable tone while also utilizing brand-produced content to maintain control over key messages. By doing this, Beekman ensures that their content resonates with consumers but remains true to their values and desired brand image.

This strategy of balancing brand voice with influencer voice aligns well with Rare Beauty’s approach, where they build strong, authentic connections with creators while maintaining brand integrity. To apply this strategy, brands should consider creating a matrix of content types: brand voice versus influencer voice, and brand-produced versus influencer-created. Balancing these elements ensures that content feels authentic yet polished, providing both human connection and brand credibility.

3. Leverage Influencer Relationships for Community Building

Instead of just seeding products to influencers for quick hits of exposure, Beekman 1802 focuses on building ongoing relationships. They invest in influencers who genuinely fit with their brand ethos and maintain long-term contracts with these creators. This approach allows them to create a sense of community, foster brand loyalty, and consistently tap into influencer audiences in an organic, sustainable way. They've branded this community as #KindnessKrew.

This approach allows Beekman 1802 to focus on ongoing collaborations with influencers who genuinely align with their brand ethos, similar to other successful brands we've covered. On the other hand, this differs from Pela Case's strategy, which involves seeding products to thousands of influencers monthly to generate widespread visibility. For brands looking to follow this model, the key is to prioritize quality relationships over quantity. It’s better to work with a smaller number of influencers who align well with the brand's mission and target audience than to aim for volume without depth. Long-term partnerships yield better content and build a stronger connection with potential customers.

You might enjoying learning how Alo Yoga built a purpose-driven Influencer Community

An interesting thing that stands out in their gifting strategy with Micro and Nano influencers is, they offer affiliate link to these creators in exchange for gifted products and it appears gifts come with an option (obligation?) to make a post with their affiliate link: 

Wrapping It Up: The Beekman 1802 Approach to Influencer Marketing

Beekman 1802’s success lies in their ability to blend high-quality content, a strategic mix of brand and influencer voices, and meaningful influencer relationships. By focusing on quality and consistency, they've positioned themselves effectively in a crowded market.

About Beekman 1802:

Founded in 2009 by Dr. Brent Ridge and Josh Kilmer-Purcell in Sharon Springs, New York, Beekman grew into a successful omnichannel brand with premium skincare and body care products that leverage microbiome science and harness the benefits of goat milk. Eurazeo acquired a controlling stake in Beekman 1802, investing $62 million out of a total of $92 million to acquire a majority stake alongside co-investors Cohesive Capital Partners and the Cherng Family Trust.

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If you’re ready to take your influencer marketing to the next level, schedule a call with our team to learn how you can use SEVA to build strategic, brand-aligned influencer campaigns that drive results.

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