Military-Themed Personal-Care Brand Bravo Sierra Gets $6.7 Million in VC Funding

A pair of beauty industry vets are betting that a military-themed product line is the next big thing in personal care. Bravo Sierra — a new brand from Benjamin Bernet and Justin Guilbert, former marketing directors at L’Oréal who have experience founding other brands in the beauty and CPG space — is a personal-care and grooming line inspired by the U.S. military, which the duo refers to as the “original wellness lifestyle.” The brand’s $6.7 million seed round of funding includes investors Canaan Partners, Mousse Partners, BoxGroup, Redo Ventures, Grace Beauty Capital and Sequoia Capital Scout Fund. Bravo Sierra declined to discuss numbers, but industry sources estimate the brand could do $8 million in retail sales in its first year. The brand’s military theme runs deep — Bernet and Guilbert crowdsourced ideas by testing products with 1,000 active members of the U.S. Special Forces, including Army Rangers, Navy Seals, Green Beret and Marine Raiders. Members of the military will have the opportunity to buy product, beginning this month, at retail, as Bravo Sierra will be available on global military bases. The rest of the population can purchase the product direct-to-consumer, on Bravosierra.com, beginning this week. The line is designed to be genderless, but the products,

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