The Military Helped Develop One of Our Favorite New Lines of Grooming Products
For most men, upgrading their grooming routine can be easier said than done. When you decide to make the leap from generic soap and water to proper skincare products, the countless options on the market can be completely overwhelming. To make matters worse, most brands have a wide range of skincare products that could make any guy think he has to go from a non-existent grooming routine, to an insane ten-step, multi-product daily chore. And when you think of the costs of these unnecessary products, well, you’re better off avoiding your bank statement. So, what if you were told there was an affordable skincare line—one that’s clean, cruelty-free, EWG and Cradle-to-Cradle certified—that was tested by rugged military men in need of only the most essential products to keep their skin moisturized and hydrated? That’s where BRAVO SIERRA comes in.
BRAVO SIERRA—a sustainable grooming brand with a focus on top-notch multi-use products—is the brain child of two beauty industry veterans, one of which has a deep personal connection to the armed forces.
Back in 1947 after serving in World War II, co-founder Justin Guilbert’s grandfather, John T. Becker, founded EURPAC and was chairman of the world board of governors of the U.S.O. Becker’s lifelong devotion to helping the armed forces naturally inspired his family to give back to military community as well; both Guilbert’s mother and uncle went on to work with the troops.
“My mother ran the Paris office of the U.S.O. during my childhood, my Boy Scouts summer camp was out in a Bavarian Marine Base, and I was chaperoned by Marines to attend my first rock concert,” says Guilbert. “I always knew that I would somehow tie together my entrepreneurial drive, commitment to the American idea, and desire to be of service to our military community. I thought, how could I now put my learnings, experience, and resources to work on a project that continued the spirited vision of my grandfather.”
With the military community in mind, Guilbert partnered with former colleague and friend Benjamin Bernet on this grooming venture of innovative products that would be tested in an active duty field testing program with over 1,000 U.S. Special Forces soldiers. Thanks to the help of these men in uniform, the duo was able to perfect their high-performance line, which includes biodegradable antibacterial body wipes and a 4-in-1 wash & shave product. All products in the line retail for under $14 and 5% of sales are donated to Morale Welfare and Recreation programs. For Guilbert and Bernet, the brand is more of a passion project than just another money-making venture.
“The military community is a strong reflection of our social fabric: diverse, young, and modern,” says Guilbert. “The core values of the military, associated with the contemporary notion of sustainability, make a powerful combination which we believe will speak to and cater to a broader audience than the current CPG status quo.”
After receiving the full line of grooming products, I must admit I was impressed, particularly with their sulfate-free and hydrocarbon-free shaving foam that has a skin-protective foam-to-cream texture. The non-flammable, eco-friendly formula helps to reduce skin irritation, but manages to avoid feeling too thick and heavy, so you can still get an effective shave from your go-to razor.
Another standout product that has become a staple in my Dopp kit is their natural deodorant that actually works to combat odor. “The objective was to offer a long-lasting body odor protection alternative to antiperspirant, without using aluminum salts and other skin irritants,” says Bernet. The results: an aluminum-free, long-lasting deodorant that provides the perfect glide and won’t stain your precious clothing.
The BRAVO SIERRA line also includes a grooming paste, lightweight moisturizer, Broad Spectrum SPF 30 sunscreen, and an ultra-hydrating lip balm—essentially the only grooming products a guy really needs. All of their affordable offerings could easily replace the expensive luxury grooming goods in my bathroom with their high-quality formulas. And knowing that part of the sales will support the troops makes it easy to feel good about supporting the brand. It’s a game-changing grooming line, both worthy of your hard-earned dollars and a salute.
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