Whip It Goods Skincare is Just Scratching the Surface

Local company continues to thrive with support from STL Partnership, Missouri SBDC

In 2022, Ashley Morgan was searching for answers. Her daughter was struggling with eczema, and Morgan could not find anything on the market that helped her child that didn’t include fillers and harsh chemicals.

Morgan eventually came up with the solution herself by making products at home using clean, plant-based ingredients. Not long after that, she realized many other people were looking for the same answer and Whip It Goods Skincare was born.

“In 2022, I was burned out in my corporate career and craving something more purpose-driven,” Morgan said. “Skincare gave me the chance to create, to heal and to build something meaningful. I also come from a family of St. Louis entrepreneurs, so in many ways, this journey has felt like both personally fulfilling and a continuation of that family legacy.”

Morgan launched her business in 2022 as an e-commerce site with the goal of eventually moving to a brick-and-mortar space. With the help of a $15,000 pop-up grant from St. Louis Development Corporation, she was able to accomplish that goal in September 2024 when she opened a storefront in St. Louis City at 1304 Washington Avenue. Since then, Morgan has found that having a physical presence has helped increase visibility, deepened customer trust and opened the door to new partnerships and opportunities.

“Opening our storefront Downtown has been transformative,” Morgan explained. “It gave us the space to launch our experiential workshops, which have become a huge part of how we connect with our community and introduce customers to our skincare line. We’ve hosted over 500 workshops and built relationships that go far beyond transactions.”

As she launched her new business and transitioned from the web to Wash Ave., Morgan has worked with Colleen Mulvihill, small business development manager at St. Louis Economic Development Partnership and a business counselor with Missouri Small Business Development Centers (SBDC), to continue on the road to success.

“Colleen has been an incredible mentor throughout my journey,” according to Morgan. “As a solopreneur, having someone to serve as a sounding board has been so important. Colleen has consistently connected me with valuable resources from grant opportunities and business tools to software access and market research. I truly value her guidance and support.”

For more information on Mulvihill’s services, click here or email her at [email protected].