About Us
Our Story - All About the Goat 🐐
All About the Goat began with two people, one simple belief, and a lot of love.
We’re Joe Altieri and Lura Camardello, both originally from Upstate New York, now proudly calling Raleigh, NC home. What started as a shared passion for clean, natural skincare grew into a mission to create the very best goat milk products we could possibly make.
But our story really began long before the soap.
Lura’s Journey to Wellness
Lura grew up in Herkimer, NY the youngest of four and mother of one. After surviving cancer, she became deeply committed to understanding what goes into the body and onto the skin. Years of research into toxins, nutrition, and holistic wellness led her to change her lifestyle completely.
She began making her own foods, organic skincare, soaps, and candles, choosing ingredients with intention and care.
For a time, she lived on a mountaintop in Stratford, NY, tucked into the beauty of the Adirondacks, while working full-time for Catholic Charities helping homeless individuals find housing. Serving others while building a healthier life became part of her purpose, and eventually part of this business.
Joe’s Creative Path
Joe, the youngest of seven and father of one is originally from Amsterdam, NY. Joe spent years as a musician, photographer, podcaster, and a sales & marketing professional. He’s passionate about people, places, stories, and entrepreneurship. In 2022 he ran an Etsy booth called The Braided Soul selling soy candles and goat milk products long before All About the Goat existed.
He has been honored with awards like the Thomas Constantino Entrepreneur of the Year Award and the Montgomery County Chamber of Commerce Community Service Award, but what matters most to him is building something meaningful with people he loves.
How They Met
Joe and Lura met while Joe was home attending a funeral for his best friend. Introduced by Joe’s niece, they found something beautiful, a connection built on faith, family values, and a shared desire to live healthier lives.
Not long after, they became partners in business, deciding to create an e-commerce brand focused on high-quality goat milk products.
Why Goat Milk?
At All About the Goat, everything starts with one simple belief: Better ingredients create better products.
That’s why every soap, lotion, and home good we make is crafted with fresh, whole goat milk sourced directly from the farm. Never powdered milk. Never shortcuts. Never second-hand ingredients.
We proudly partner with a leading North Carolina farm where more than 200 goats roam freely, get into a little mischief, and produce exceptionally rich, nourishing milk. From their fields to your hands, every step is intentional, honest, and rooted in care.
Goat milk is naturally rich in vitamins, minerals, and gentle moisturizing properties. Perfect for clean, creamy skincare that feels luxurious while staying true to rustic, farm-inspired roots.
Today and Beyond
Today, we’re grateful to live in Raleigh and spend our days crafting small-batch goat milk products for families across the country. We’re also working toward new wellness products and a podcast focused on healthy living, because this journey is about more than skincare, it’s about caring for yourself and the people you love.
Every bar of soap and every bottle of lotion we pour is made with intention, gratitude, and joy. Because this isn’t just skincare.
It’s All About the GOAT.
Thank you for visiting our shop and being part of our story.
With gratitude,
Joe & Lura
