Beekman 1802 looks to TikTok for first-ever brand ambassador

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On July 16, 12-year-old Beekman 1802 signed its first brand ambassador. But instead of a Hollywood celebrity face, the clean and goat milk-focused beauty brand opted to work with TikTok star Kat Stickler.

Beekman 1802, which previously set a goal of $100 million in sales by 2021, could have opted for a traditional ambassador figure in its efforts to gain larger brand awareness across both digital and physical retail. After all, Beekman 1802 is sold through largely traditional points of sale like QVC, HSN and Ulta Beauty, as well as its DTC e-site. The brand’s founders, Brent Ridge and Josh Kilmer-Purcell, were allowed to act as micro-celebrities and brand ambassadors in their own right, thanks to their regular appearance on TV shopping networks. After the brand’s Ulta launch in July 2020 where it was exposed to a younger set of customers, the brand needed to build a TikTok presence in Dec. 2020 to reach them directly. It is currently just shy of 80,000 TikTok followers. After gifting Stickler the brand’s hero product Bloom Cream, she posted about it on June 26. Product sales increased by 300% over the following 48-hour period, attesting to her power as a bonafide influencer among that customer cohort.

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