Army-themed private care model Bravo Sierra, which focused the mass market when it debuted in 2019, is relaunching with a line of status hair and pores and skin merchandise designed for high-performance life. Its present mass line will probably be bought solely at Amazon.
As a part of the relaunch, Bravo Sierra secured $2.5 million in funding from its historic buyers.
The status assortment introduces new scents, modernized packaging and formulations tailor-made solely for the status and specialty channels. Will probably be bought direct-to-consumer.
“As a product developer, I wished to carry extra elevated fragrances, with a special sort of components, in addition to superior sensorial textures and formulation, with higher-quality packaging. That would solely be finished by addressing the specialty/status channel,” mentioned Benjamin Bernet, a former advertising and marketing director at L’Oréal, who cofounded the model with Justin Guilbert.
It launches with eight merchandise, together with Orris & Santal Physique Wash, $25; Citron & Sea Salt Deodorant, $20; Hair Styling Paste, $19; Antibacterial Physique Wipes, $18, and Perfume-Free Face & Physique Cleaning Bar, $17. Formulation are made with coconut-derived surfactants, energetic prebiotics, and plant-based oils and butters.
“For the status line, the thought is to remain on what has all the time been the DNA of Bravo Sierra, which is very simple: It’s no BS. Bravo Sierra means BS in army blue, so no BS formulation that ship super-high efficiency,” mentioned Bernet.
Designed and manufactured within the U.S., a portion of each buy continues to help packages devoted to the standard of lifetime of army households and veterans.
To this point, Bravo Sierra has donated greater than $500,000 to numerous organizations championing these causes.
“We give again a good portion of our income to help army and veterans’ causes,” mentioned Bernet. “Why? As a result of we began the corporate with a small neighborhood of army staff that launched us to their associates that had been deployed, and that acquired us the place we’re.”
In tandem with the relaunch, the model’s unique Efficiency Hygiene product line will transition to an unique partnership with Amazon, starting Oct. 8, at extra inexpensive worth factors.
“The prevailing line goes to remain precisely the identical, as a result of now we have a enterprise that may be a good measurement with a buyer base that loves that line. So this line is turning into an Amazon unique beginning October,” mentioned Bernet.
“Amazon has been the proper channel for that line as a result of it’s all about comfort. You get your Prime transport so you may have the service and comfort of an enormous model, and also you get the standard of the Bravo Sierra merchandise, and we get to be worthwhile on the channel.”
Since 2017, Bravo Sierra has raised $38 million with long-standing buyers similar to Redo Ventures, Capstar Ventures, Mousse Companions and some others.
