BRAVO SIERRA Closes $17M Series B Round Ahead of Retail Expansion

Round led by The Merchant Club, with additional investment from Capstar Ventures, Redo Ventures, AF Ventures, and Mousse Partners

BRAVO SIERRA Closes $17M Series B Round Led by The Merchant Club, with additional investment from Capstar Ventures, Redo Ventures, AF Ventures, and Mousse Partners Ahead of Retail Expansion (Photo: BRAVO SIERRA)

NEW YORK--()--BRAVO SIERRA, America’s Personal Care Company, built with and for the U.S. Military to meet the needs of all people, announced today a $17M Series B fundraise led by The Merchant Club, a retail launch into all Walmart stores nationwide, and the appointment of a new Board Member from the L’Occitane Group, Nicolas Geiger. The Merchant Club is joined by existing investors Capstar Ventures, Redo Ventures, AF Ventures, and Mousse Partners, among others.

For the last four years, we have been at the forefront of creating affordable, high quality, made in the USA, clean and effective personal care products to meet the needs of all those who lead active lives. A meaningful portion of this raise will be allocated to deepening our mission to support our military-native community,” said Benjamin Bernet, Co-CEO and Founder of BRAVO SIERRA.

Since launching in 2019, BRAVO SIERRA’s revenue has doubled year-over-year. With one of the most substantial revenue share commitments in the industry, 5% of all BRAVO SIERRA sales are donated, through a unique partnership with the Department of Defense's military exchanges, to support military families’ and veterans’ Quality of Life.

BRAVO SIERRA’s unique community-driven model, expert team, and commitment to its mission stood out as we seek to identify what will be the success stories of consumer culture in the future. With three years in the market establishing an instantly recognizable and distinct DNA, and a clear path to critical mass with Target, Amazon and Walmart, we are confident and honored to lead this funding round for what will be one of America’s next great brands,” said Laurent Ghouzi, Partner at The Merchant Club.

This raise will also be used to further accelerate BRAVO SIERRA’s omnichannel strategy by seamlessly integrating the brand’s online and offline touchpoints with its community, including continued retail growth within military, mass, and e-commerce channels, and investment in the company's product innovation pipeline with domestic R&D and manufacturing.

The Merchant Club brings a wealth of knowledge around retail expansion. Launching into Walmart will advance our mission to make high quality clean products available to the broadest audience possible at affordable price points,” said Justin Guilbert, Co-CEO and Founder of BRAVO SIERRA.

With more than 10,000 five-star reviews online, BRAVO SIERRA has been one of the fastest-growing personal care brands over the past 12 months. After six months of launching on Amazon, BRAVO SIERRA’s Deodorant became the #8 best-selling Deodorant on the platform. Beginning August 20, BRAVO SIERRA will be available at every Walmart store nationwide and online at with a comprehensive bestseller assortment.

I am very excited to join the BRAVO SIERRA Board. BRAVO SIERRA has a unique approach in the space, with high-quality products, a military-backed community, and a commitment to being the cleanest and most effective masstige brand in the space. Justin and Benjamin bring a wealth of knowledge in the field and I feel confident in their ability to grow this brand exponentially,” said Nicolas Geiger, Group Business Development Executive at L’Occitane Group and Advisor at Redo Ventures.

BRAVO SIERRA was first made available to military patrons in strategic partnerships with military exchanges at Army, Air Force, Navy and Marine Corps bases worldwide in 2019. Its product formulas are paraben-free, sulfate-free, phthalate-free, phenoxyethanol-free, vegan, cruelty-free and made in the USA. BRAVO SIERRA’s products are now available nationwide in the U.S. at Walmart, Target, Amazon, HEB, GNC, Ulta and at

Born out of a desire for a men’s personal care company that was high-performance, transparent, clean, and mission-driven by the military community’s values of service, respect and integrity, serial entrepreneurs and Founders, Justin Guilbert and Benjamin Bernet, launched BRAVO SIERRA in 2019. Through its proprietary BATTALION, a digitally-native core community of 2,500 U.S. Special Operations Forces, active service members and veterans field-testers, BRAVO SIERRA designs, develops and stress-tests its products with unprecedented insight and real-time feedback from its consumers. The brand has surpassed six-figures in contributions to the Department of Defense's military exchanges. For more information about BRAVO SIERRA, visit and follow @bravosierra_usa. BRAVO SIERRA is the first brand founded by the consumer goods company _USA (pronounced Underscore USA).

About The Merchant Club
The Merchant Club (TMC) is an innovative investment firm bringing together Family Offices & Seasoned Entrepreneurs looking for direct co-investment opportunities. Working with investors seeking more transparency and control over their investment decisions, TMC invests in a select number of opportunities each year across sectors and geographies and offers a full alignment of interest to its participating investors. With over six decades of combined experience working and investing with private and institutional investors, the partners, Laurent Ghouzi, Benjamin Steiner and Laurent Zmiro, of TMC have built a trusted global network they can rely on both for deal sourcing and expertise. From its offices in London and New York, TMC provides a full range of comprehensive additional services such as: deal sourcing & screening, due diligence & execution, analysis & advice and active oversight throughout the investment’s life. Visit


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Release Summary

BRAVO SIERRA, America's Personal Care Company, Closes $17M Series B Round Ahead of Retail Expansion


Media Contact:
Power Digital Marketing