New Flag GmbH

New Flag GmbH is an innovative powerhouse in the global beauty industry, recognized as one of the fastest-growing 'brand built' companies. Founded in 2010 by friends Niklas Epiler and Daniel Schimpl, the company initially started by introducing the invisibobble and Tangle Teezer brands to various European markets. Today, New Flag operates as a full-service brand builder, managing everything from product development and manufacturing to international distribution and marketing.

While the company is headquartered in Munich, Germany, its manufacturing operations are spread across multiple countries depending on the specific brand requirements. For instance, their proprietary brands like invisibobble and Olaplex (distribution) or Urban Alchemy are produced in facilities globally to optimize supply chain efficiency. This decentralized manufacturing approach allows them to quickly scale innovative beauty solutions for their vast network of retail partners in over 80 countries.

The company remains independently owned and operated, with its primary headquarters in Munich serving as the hub for its global subsidiaries. New Flag has successfully transitioned from a specialized distributor into a global brand owner, acquiring and developing a diverse portfolio of beauty brands including Maria Nila, Foamie, and Natucain. Their business model continues to focus on identifying 'white space' in the beauty market and filling it with high-quality, high-demand personal care products.