What's Happening?
Beekman 1802, a brand known for its sensitive skin-focused products, is expanding into hair care with its new Milk Therapy range. The line, featuring shampoo, conditioner, and leave-in treatment, utilizes A2 goat milk proteins, which are believed to improve digestibility and have hypoallergenic properties. The products aim to support holistic hair health by combining goat milk's anti-inflammatory properties with a peptide complex and hydrolyzed collagen. The launch is set for Saturday on HSN and QVC, with a direct-to-consumer release in September. The brand targets consumers with color-treated, dry, or damaged hair, particularly those in their mid-40s and older Millennials.
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Why It's Important?
The introduction of Beekman 1802's Milk Therapy line reflects a growing trend in the beauty industry towards animal-sourced products, particularly those utilizing milk proteins. A2 goat milk proteins are gaining popularity among health-conscious consumers for their potential benefits over A1 milk proteins, commonly derived from cows. This launch could influence consumer preferences and drive demand for products that cater to sensitive skin and scalp needs. The brand's focus on clinical testing and results-driven products aligns with the increasing consumer demand for scientifically-backed beauty solutions.
What's Next?
Beekman 1802 plans to continue its focus on sensitive skin and scalp care, potentially expanding its product offerings in the future. The success of the Milk Therapy line could lead to further innovations in the use of goat milk proteins in beauty products. As the line debuts on major platforms like HSN and QVC, the brand may explore additional distribution channels, including brick-and-mortar stores, to reach a broader audience.
