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§ Private Profile · New York City, NY, USA
Military-native performance personal care company offering products for military personnel, veterans, and active lifestyle consumers.
Launched in 2019 by founders Benjamin Bernet and Justin Guilbert, Bravo Sierra is a military native performance wellness company based in New York offering specialized personal care products. The enterprise crowdsources its product development through an active duty field testing program involving over one thousand military members, including United States Special Operations Forces like Navy SEALs and Army Rangers. Operating through a multichannel distribution model, the business sells its merchandise directly to consumers, on Amazon, and via wholesale partnerships with military exchanges and major retailers like Target. The company has raised $6.7 million in seed funding from institutional investors including Global Founders Capital, Canaan Partners, and BoxGroup, while maintaining a corporate workforce comprised of thirty to forty percent veterans. Furthermore, the brand donates five percent of all sales to support military Morale, Welfare, and Recreation projects.
Bravo Sierra has raised $29.0M across 2 funding rounds.
Bravo Sierra has raised $29.0M in total across 2 funding rounds.
Bravo Sierra has raised $29.0M across 2 funding rounds. Most recently, it raised $17.0M Series B in August 2022.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Aug 18, 2022 | $17M Series B | Laurent Ghouzi | AF Ventures, Capstar Ventures, Mousse Partners, Nicolas Geiger | Announced |
| Feb 1, 2020 | $12M Series A | Hugues DE Braucourt | Picus Capital, Canaan Partners, Grace Beauty Capital, Lapa Capital, Mousse Partners, Redo Ventures | Announced |
Bravo Sierra is a direct-to-consumer personal care brand specializing in high-performance grooming products like deodorants, body washes, hair cleansers, and shaving items, all formulated with clean, skin-friendly ingredients and sustainable, refillable aluminum packaging.[1][3][4] It primarily serves active individuals, including military personnel, veterans, and civilians with demanding lifestyles, solving the problem of ineffective, non-durable store-bought products that fail under extreme conditions by offering U.S.-made, rigorously tested formulas that eliminate odor and maintain freshness.[1][2][3] The company has shown strong growth momentum, raising $53.2M total (with its latest $2.5M Series B-III round 8 months ago), generating $8.4M in revenue, and donating over $500,000 to military and veteran causes while expanding retail partnerships like Target.[1][2]
Bravo Sierra was founded in 2018 (with some sources noting 2019) in New York City by entrepreneurs Justin Guilbert and Benjamin Bernet, who identified a gap for high-performance, transparent, clean men's personal care rooted in military values of service, respect, and integrity.[1][2][3] The idea emerged from frustration with subpar commercial products, leading the founders to pioneer a "military-native" approach: developing user-driven formulas tested by over 2,000 active-duty service members and veterans in real-world scenarios like deployments and airborne missions.[2][3] Early traction came from this "Battalion" community feedback loop for product optimization, securing $38M+ in funding from investors like Redo Ventures and Capstar Ventures, and catching attention from retailers like Target and even the U.S. Army for its testing methodology.[1][2]
Bravo Sierra rides the wave of direct-to-consumer (DTC) wellness brands intersecting with sustainability and community-driven innovation, leveraging software-like product-testing platforms born from military feedback—much like how tech firms use agile user data for iteration.[2] Timing aligns with rising demand for clean beauty/personal care (2,255 startups in the space) and veteran-supported brands amid post-pandemic health focus and eco-conscious consumerism.[1] Market forces like e-commerce growth and retail partnerships (e.g., Target) favor its U.S.-manufactured, refillable model, while its influence shapes the DTC ecosystem by proving military R&D can scale consumer products, inspiring hybrid tech-wellness hybrids.[1][2][4]
Bravo Sierra is poised for accelerated retail expansion and potential nutrition line growth, building on its Series B momentum and Army interest to capture more of the $8.4M+ revenue trajectory.[1][2] Trends like sustainable packaging mandates and personalized wellness (fueled by AI-driven testing evolutions) will propel it, potentially evolving from niche military-native brand to mainstream active-lifestyle leader. As DTC matures, its community-tested edge could redefine performance care, tying back to its origins: delivering no-compromise products that outlast the competition in any battlefield—or backyard.[3]
Bravo Sierra has raised $29.0M in total across 2 funding rounds.
Bravo Sierra's investors include Laurent Ghouzi, AccelFoods, Capstar Ventures, Mousse Partners, Nicolas Geiger, Hugues De Braucourt, Picus Capital, Canaan Partners, Grace Beauty Capital, Lapa Capital, Redo Ventures.