Bravo Sierra, the military-themed personal care brand that made its debut in 2019, is set to relaunch with a premium line of hair and skin products specifically designed for high-performance lifestyles. The brand’s existing mass-market line will now be sold exclusively through Amazon.
In support of this relaunch, Bravo Sierra has secured $2.5 million in funding from its existing investors, further bolstering its growth strategy.
The new prestige collection features modernized packaging and innovative formulations tailored for specialty retail channels. These products will be available directly to consumers, emphasizing an elevated sensory experience.
Benjamin Bernet, co-founder of Bravo Sierra and former marketing director at L’Oréal, stated, “As a product developer, I aimed to introduce refined fragrances and superior ingredients, alongside advanced textures and formulas, which required us to tap into the specialty and prestige market.”
The relaunch will introduce eight products, including the 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). Each formula incorporates coconut-derived surfactants, active prebiotics, and plant-based oils and butters.
“The essence of our prestige line remains true to Bravo Sierra’s core principle: ‘no BS,’” Bernet added. “In military parlance, ‘BS’ reflects our commitment to straightforward, high-performance products.”
Manufactured in the U.S., Bravo Sierra continues its commitment to supporting military families and veterans. A portion of every sale is donated to initiatives aimed at improving their quality of life. To date, the brand has contributed over $500,000 to various organizations championing these causes.
“We allocate a significant portion of our revenue to support military and veterans’ organizations,” Bernet explained. “Our journey began with a close-knit community of military personnel who connected us to others in their circles, paving the way for our success.”
Simultaneously, Bravo Sierra’s original Performance Hygiene product line will enter an exclusive partnership with Amazon, starting October 8, offering consumers more affordable pricing.
“The existing line will remain unchanged, as we have a substantial customer base that values those products. This line will transition to an Amazon exclusive in October,” Bernet noted.
“Amazon provides the ideal platform for this line, focusing on convenience. With Prime shipping, customers enjoy the service associated with a large brand while experiencing the quality of Bravo Sierra products, all while ensuring profitability for us.”
Since its inception, Bravo Sierra has successfully raised $38 million from long-term investors, including Redo Ventures, Capstar Ventures, and Mousse Partners, among others.
