New Flag GmbH
3 brands · founded 2010 · GermanyNew Flag GmbH is a privately held German beauty company based in Munich that both develops its own beauty brands and distributes brands made by others. It was founded in 2010 [3] and describes itself as "Europe's leading brand builder and distributor" [1]. The company sits between two roles that are usually kept separate: a house that owns and grows consumer brands, and a distributor that carries third-party labels into new markets.
Alongside its own portfolio, New Flag distributes beauty brands across more than 80 countries and, according to trade press, is headquartered in Munich with around ten offices spread across Europe and the United States [3]. That combination of in-house brand building and international distribution is the group's defining feature.
History & milestones
New Flag was started in 2010 by Niklas Epstein, then 21 years old, together with his friend Daniel Haffa [3]. The business is registered in the Munich commercial register as HRB 188392 [2]. It began on the distribution side of the beauty trade and later moved into creating and owning brands of its own, positioning itself as a brand incubator as much as a distributor [3].
One of its earliest and best-known owned brands, the hair-accessory line Invisibobble, has been cited in trade coverage as a continuing growth driver for the company [4].
Portfolio & brands
New Flag owns a group of beauty brands concentrated mainly in haircare and hair accessories. According to trade press, these include Invisibobble, a hair-accessory brand known for its spiral hair rings; Foamie, a solid-format haircare line; Urban Alchemy, a customisable professional haircare brand; Natucain, focused on hair growth; and NEQI, a hand-cleansing brand [3]. Wild Stripes also sits within the group's owned portfolio.
Beyond these owned labels, the company acts as a distributor for third-party beauty brands, carrying them into markets where it has a commercial presence.
Ownership
Sources
T1 primary · T2 secondary · T3 note- [1]T1new-flag.comnew-flag.com (company)
- [2]T3northdata.com/New%20Flag%20GmbH,%20M%C3%BCnchen/HRB%20188392northdata.com
- [3]T3beautyindependent.com/german-distributor-and-brand-incubator-new-flag-is-building-a-big-business-in-the-us/beautyindependent.com
- [4]T3cew.org/beauty_news/invisibobble-continues-growth-trajectory/cew.org