Foamie

Foamie is a German personal-care brand built around solid, bar-format alternatives to liquid products such as shampoo, conditioner, body wash and deodorant. Founded in 2019 [1], it sits within the portfolio of the Munich beauty group New Flag GmbH [2], the same incubator behind the hair-tie brand Invisibobble. Its central idea is what the company calls a plastic-free bathroom: replacing bottled liquids with concentrated bars that travel without packaging waste.

The brand is active. Its online shop is live, it has continued to expand its range, and its most recent visible activity at the time of writing was the 2024 launch of a hair-care concentrates line.

Foamie was launched by New Flag GmbH as one of the group's own brands. New Flag's company history records the moment plainly: "New Flag's next own brand is launched, with the vision of a plastic free bathroom: Foamie." [4] The group itself was established in 2010 in Munich by Niklas Epstein and Daniel Haffa, and has grown into a distributor and brand incubator operating across more than 80 countries [5].

The brand's legal imprint lists New Flag GmbH at Leopoldstrasse 154 in Munich as the operating company, with managing directors Sophie Trelles-Tvede, Niklas Epstein, Daniel Haffa and Felix Haffa [2]. Trelles-Tvede co-founded Invisibobble and joined the New Flag founding team in 2019. The individual founders of Foamie as a distinct brand are not separately named in available sources; New Flag is identified as the founding entity.

Foamie is marketed as an active own-brand rather than a folded acquisition, and it shares its parent group with sister brands including Invisibobble and the haircare line Natucain.

Foamie's stated purpose is to cut plastic and water use in everyday personal care. The company frames this as "the bathroom revolution for a more environmentally friendly care routine", and its tagline describes the offer as sustainable, vegan products for an eco-friendly bathroom.

The practical argument rests on format. According to the brand, a solid bar contains a maximum of around 10 percent water, against the 75 to 85 percent typical of liquid products, and each bar can replace up to two plastic bottles [1]. Foamie reports that roughly 19 million plastic bottles have been saved through its products [1], and describes partnerships with the plastic-recovery organisation Cleanhub and with The Ocean Cleanup.

The range is organised entirely around solid formats: solid shampoos and conditioners, solid facial cleansers, solid shower care, body butter and deodorant. Named items include the "Shake Your Coconuts" shampoo bar, the "Too Cool to Be True" face bar and the "Oat To Be Smooth" body bar, alongside the "Hibiskiss" shampoo bar aimed at damaged hair.

On formulation, the company describes its bars as soap-free syndets rather than traditional soaps, built on the mild surfactant sodium cocoyl isethionate, which it states is of natural origin. It promotes pH-optimised, skin-friendly formulas and a "free-from" position excluding aluminium, alcohol, parabens, silicones, sulfates, microplastics and nanoparticles [6]. Foamie presents itself as a fully vegan brand and states that it has never tested products on animals [6].

In 2024 the brand introduced a line of hair-care concentrates, extending the solid and low-water concept beyond bars [3].

Beauty Independent, a beauty trade publication, profiled New Flag's expansion in the United States and described Foamie as its plastic-free haircare-bar brand, stocked at Target and CVS. The same article quotes New Flag's US chief executive Anthony Melzi on the scale of the line: "It's 50 SKUs. There's no other brand in the solid haircare market with such a robust line." [5] Beyond direct sales in Germany, the brand is distributed through retailers in the United States and across Europe.

Where Foamie's products are manufactured is not stated outright by the company. Its corporate base is Munich, Germany [2]. A third-party retail-review source described the products as "made in the UK" [7]; this is not corroborated by the brand and conflicts with the German corporate base, so the production location is best regarded as unconfirmed.