Military grooming brand Bravo Sierra lands big bucks from backers
Bravo Sierra tests personal care products on active-duty military members, gives back to vets with products under $15
Military-approved grooming startup Bravo Sierra announced the close of its $12 million Series A funding Tuesday.
The new cash for the New York City-based men’s personal care company that stress tests its products like deodorant and SPF on active-duty military members was led by Global Founders Capital, the firm known for backing companies like women’s razor brand Billie, raising nearly $20 million in capital since it launched in September.
Bravo Sierra created a four-in-one cleansing product. (Courtesy of Bravo Sierra)
“Advancing our mission means bringing better access to clean, sustainable and high-performing products, without vanity price premium, and strengthening our unique product development infrastructure,” founder and co-chief executive Benjamin Bernet said in a statement.
Products cost between $5 and $14, and include all-in-one items like a four-in-one face, body, hair wash and shave gel so users don't have to tote around multiple toiletries on the go. Civilians can buy products straight off the website and 5 percent of the revenue goes to the Morale, Welfare and Recreation, which offers support programs to U.S. service members, veterans and their families.
Notably, the brand is the "first and only personal care line to launch exclusively within the Department of Defense's Army, Air Force, Navy and Marine Corps exchanges globally" the company noted.
MILITARY PERSONAL CARE PRODUCTS FOR GROOMING, SKINCARE GIVE BACK TO VETS
The U.S. men's grooming market is valued at $8.9 billion and it's estimated to grow by more than 7 percent in the next four years to $9.5 billion, according to market research firm Euromonitor International.
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And more companies have tapped into the white space in the saturated wellness market by putting out self-care products for men. ASYSTEM, another men’s personal care startup, launched recently with skincare and supplements for men said to boost stamina, focus and sex drive. And direct-to-consumer shaving brands like Dollar Shave Club and Harry's recently expanded product lines to include deodorant and fragrances for men.
| Ticker | Security | Last | Change | Change % |
|---|---|---|---|---|
| WBA | WALGREENS BOOTS ALLIANCE INC. | 8.72 | +0.05 | +0.58% |
| CVS | CVS HEALTH CORP. | 64.60 | +1.68 | +2.67% |
| PG | PROCTER & GAMBLE CO. | 168.88 | -1.24 | -0.73% |
PP&G BUYS BILLIE, WOMEN’S SHAVING STARTUP BACKED BY SERENA WILLIAMS
As drugstores, including Walgreens and CVS dial back stores amid an ongoing retail apocalypse, big companies have shown greater interest in direct-to-consumer grooming startups targeting a younger demographic. Proctor & Gamble announced last month it was acquiring Billie, joining big-name companies like Gillette, Venus, Braun and The Art of Shaving in its grooming products portfolio.