What began as a mother searching for a better option for her daughter has grown into a St. Louis skincare brand with a loyal following, hands-on customer experiences and plans for continued expansion.
Before founding Whip It Goods Skincare, Ashley Morgan built her career in marketing for technology startups. Entrepreneurship wasn’t necessarily the path she expected to take. The idea for Whip It Goods began much closer to home.
When Ashley’s daughter was about a year old, she struggled with eczema. The prescribed treatment included hydrocortisone, and Ashley was concerned about the effects of continued use on her daughter’s skin. She began researching alternatives and creating her own plant-based skincare products.
At first, she made them for her daughter, friends and family. Then came craft fairs. Customers responded, word spread and Ashley realized there was an opportunity to turn what she had created into a business.
Whip It Goods was born.
Today, the company offers plant-based skincare products handcrafted in small batches, along with custom products, subscriptions and hands-on experiences that allow customers to engage with the brand in a more personal way.
For Ashley, that experience is an important part of what keeps customers coming back.
Building the business as a solo entrepreneur has required commitment from the entire family. Her husband supported the vision even as growing a young company required sacrifices at home. Over time, Ashley built not only a product line, but a recognizable brand and a community of loyal customers.
Eventually, Whip It Goods needed a space that could support where the business was headed next.
Finding the Right Space for the Next Chapter
Ashley had already experienced how difficult a commercial real estate transaction could be. A previous deal for another space fell apart at the last minute after she had worked through a number of challenging hurdles.
This time, she wanted someone representing her interests throughout the process.
A connection through her mentor, led Ashley to Hilliker Corporation broker Will Aschinger. Will returned her call that same day and invited her to the Hilliker office to talk through the business, her experience with the previous deal, and what she needed from her next location. Broker Kenny Bond, joined Will to represent Ashley and they evaluated options and toured potential properties together.
The location Ashley ultimately selected offered something particularly valuable for a growing brand: the opportunity to make the space her own.
The property owner was willing to complete renovations that allowed Ashley to have input on flooring, paint colors, lighting, signage and other elements of the space. Rather than simply moving Whip It Goods into another storefront, she could create an environment that reflected the brand she had spent years building.
The move also brought an important personal benefit.
After operating in the City of St. Louis, Ashley’s new location put the business approximately five minutes from her home and her children’s school. For an entrepreneur balancing the demands of growing a company with raising a family, that proximity mattered.
The new, larger storefront also gives Whip It Goods additional capacity for the retail and workshop experiences that have become part of the company’s growth. Ashley has publicly shared her vision of serving more customers and hosting more workshops from the new space.
And she isn’t finished.
Ashley hopes to continue growing Whip It Goods into multiple locations throughout the St. Louis region.
For Hilliker, helping entrepreneurs like Ashley find the right commercial space is one of the most rewarding parts of what we do. A building has to work on paper, but for a small business owner, the right location can also affect daily life, customer experience and the ability to pursue what’s next.
We’re proud to have played a part in the next chapter of Whip It Goods Skincare and wish Ashley and her family continued success as the company grows.
