Military-inspired personal care brand Bravo Sierra raised $2.5 million from existing investors to support launching a new premium range. The existing Performance Hygiene product line will become an Amazon exclusive.WHO: Founded in 2019 by Justin Guilbert and Benjamin Bernet, Bravo Sierra was born out of a desire for a men’s personal care brand that was high performance, transparent, clean, and mission-driven. The brand develops all its products in collaboration with its proprietary Battalion, a digitally native core community of United States Special Operations Forces, active service members, and veterans, to ensure all products deliver on the highest-quality standards and perform in the most demanding conditions.WHY: The new capital will support the launch of a new premium range. The prestige collection introduces new scents, modernized packaging, and formulations that have been developed to live in prestige and specialty channels. The range includes eight products priced from $17 to $25. The range will launch direct-to-consumer first.IN THEIR OWN WORDS: “As a product developer, I wanted to bring more elevated fragrances, with a different type of ingredients, as well as advanced sensorial textures and formulas, with higher-quality packaging. That could only be done by addressing the specialty/prestige channel,” Benjamin Bernet shared with WWD.“For the prestige line, the idea is to stay on what has always been the DNA of Bravo Sierra, which is extremely simple: It’s no BS. Bravo Sierra means BS in military blue, so no BS formulas that deliver super-high performance,” said Bernet.DETAILS:Bravo Sierra raised $2.5 million from existing investors.