Goat milk-powered Beekman 1802 is taking on a new category.

The brand, cofounded in 2008 by Josh Kilmer-Purcell and Dr. Brent Ridge, will launch a Milk Therapy hair care range meant to bring the benefits of goat milk to consumers’ scalps and strands. Known for its sensitive skin-focused body and facial skin care offerings, the brand forayed into fragrance last year with scented moisture mists, and sees hair as the next frontier for its signature ingredient.

“Goat milk has so much potential as a platform for products across categories,” said chief executive officer Jill Scalamandre, adding that the line, which features a shampoo, conditioner and a leave-in treatment each priced under $33, will debut Saturday on HSN and QVC, followed by a direct-to-consumer launch in September.

“Similar to what we’ve done in skin care, we’re taking the philosophy of being sensitive-skin experts to hair,” said Brad Farrell, chief marketing officer at Beekman 1802.

The line, which industry sources estimate will exceed $1 million during its first six months on the market, combines the anti-inflammatory properties of goat milk with a peptide complex and hydrolyzed collagen, aiming to support holistic hair health.

“We wanted to take a longevity-focused approach to hair and position Milk Therapy as a safe space for dry, damaged hair and sensitive scalps,” Farrell said.

A consumer study of 35 participants indicated 94 percent saw a decrease in scalp irritation while using the regimen, while a 12-day clinical test indicated the products reduced hair breakage by 78 percent. The brand has ramped-up efforts to diversify its clinical testing processes as beauty consumers become increasingly informed and results-driven, growing its number of instrumental clinical tests conducted per launch from 13 to 44 over the last two years.

With the line debuting via QVC and HSN — there aren’t yet plans for it to enter brick-and-mortar, where Beekman 1802 sells at Ulta Beauty — the launch is geared toward the brand’s “core customer,” Scalamandre said.

“We’re going after the mid-40s, older Millennial who has color-treated, dry or damaged hair,” the CEO said.

The launch comes at a time when milk- and animal-sourced products are proliferating in beauty and wellness. Colostrum supplements, typically sourced from cows, have gained buzz with new offerings from brands like Armra and Bloom Nutrition in recent months, while discourse surrounding a return to dairy milk over alternatives has also been brewing on social media.

A2 goat milk proteins, which are those harnessed for the Beekman 1802 hair care line, have been found to potentially improve digestibility and have hypoallergenic properties in studies published via the National Library of Medicine. In recent months, a wave of health-conscious consumers has taken to social media to weigh the benefits of A1 milks — most commonly derived from cows — versus A2 milks, which are less commonly sold and come from goats, sheep and select cow breeds, among other animals.

“We’ve seen A2 proteins trend in the wellness space, with people using A2 milk and ingestible supplements versus A1 milk, because it’s more compatible with their gut health — so it’s been fascinating to see the science of goat milk begin taking off in wellness,” Farrell said.