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Military-themed personal care brand Bravo Sierra, which targeted the mass market when it debuted in 2019, is relaunching with a line of prestige hair and skin products designed for high-performance lifestyles. Its existing mass line will be sold exclusively at Amazon.
As part of the relaunch, Bravo Sierra secured $2.5 million in funding from its historical investors.
The prestige collection introduces new scents, modernized packaging and formulations tailored exclusively for the prestige and specialty channels. It will be sold direct-to-consumer.
“As a product developer, I wanted to bring more elevated fragrances, with a different type of ingredients, as well as advanced sensorial textures and formulas, with higher-quality packaging. That could only be done by addressing the specialty/prestige channel,” said Benjamin Bernet, a former marketing director at L’Oréal, who cofounded the brand with Justin Guilbert.
It launches with eight products, including Orris & Santal Body Wash, $25; Citron & Sea Salt Deodorant, $20; Hair Styling Paste, $19; Antibacterial Body Wipes, $18, and Fragrance-Free Face & Body Cleansing Bar, $17. Formulas are made with coconut-derived surfactants, active prebiotics, and plant-based oils and butters.
“For the prestige line, the idea is to stay on what has always been the DNA of Bravo Sierra, which is extremely simple: It’s no BS. Bravo Sierra means BS in military blue, so no BS formulas that deliver super-high performance,” said Bernet.
Designed and manufactured in the U.S., a portion of every purchase continues to support programs dedicated to the quality of life of 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 revenue to support military and veterans’ causes,” said Bernet. “Why? Because we started the company with a small community of military employees that introduced us to their friends that were deployed, and that got us where we are.”
In tandem with the relaunch, the brand’s original Performance Hygiene product line will transition to an exclusive partnership with Amazon, beginning Oct. 8, at more affordable price points.
“The existing line is going to stay exactly the same, because we have a business that is a good size with a customer base that loves that line. So this line is becoming an Amazon exclusive starting October,” said Bernet.
“Amazon has been the perfect channel for that line because it’s all about convenience. You get your Prime shipping so you have the service and convenience of a big brand, and you get the quality of the Bravo Sierra products, and we get to be profitable on the channel.”
Since 2017, Bravo Sierra has raised $38 million with long-standing investors such as Redo Ventures, Capstar Ventures, Mousse Partners and a few others.
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