Bravo Sierra, the military-themed personal care brand that targeted the mass market when it debuted in 2019, is relaunching with a line of premium hair and skin products designed for a high-performance lifestyle. Existing mass lines will only be sold on Amazon.
As part of its relaunch, Bravo Sierra has secured $2.5 million in funding from historic investors.
The Prestige Collection introduces new scents, modern packaging and formulations tailored specifically for Prestige and specialty channels. This will be a direct sale to consumers.
“As a product developer, I wanted to offer more advanced fragrances, advanced sensory textures and formulas with different types of ingredients, in higher quality packaging. It’s only possible by working on the channel,” said Benjamin Burnett, former marketing director at L’Oréal and co-founder of the brand with Justin Gilbert.
It will be available in eight products, including Orris & Santal Body Wash ($25). Citron & Sea Salt Deodorant, $20. Hair Styling Paste, $19. Antibacterial Body Wipes, $18; Unscented Face and Body Cleansing Bar, $17. The formula is made with coconut-derived surfactants, active prebiotics, and plant-based oils and butters.
“When it comes to the Prestige line, the idea is to keep what has always been the DNA of Bravo Sierra. It’s very simple. So no BS.” Bravo Sierra means military blue BS, so it’s super high There is no BS formula for performance,” Barnett said.
Designed and manufactured in the USA, a portion of every purchase continues to support programs dedicated to quality of life for military families and veterans.
To date, Bravo Sierra has donated more than $500,000 to various organizations championing these causes.
“We give back a significant portion of our income to support military and veteran causes,” Barnett said. “Why? Because we started the company in a small community of military employees and they introduced us to their deployed friends, which led us to where we are today. .”
Alongside the relaunch, the brand’s original performance hygiene product line will move into an exclusive partnership with Amazon starting October 8th, making it more affordable.
“The existing line will remain exactly the same because we have a large enough business with a customer base that loves that line. So the line will be Amazon exclusive starting in October. ,” Barnett said.
“Amazon was the perfect channel for this space because it’s all about convenience. With Prime shipping, you get the service and convenience of a big brand, and you get the quality of Bravo Sierra products, so it’s a perfect channel for us. You can profit from the channel.
Since 2017, Bravo Sierra has raised $38 million from longtime investors including Redo Ventures, Capstar Ventures, and Mousse Partners.
