Brooklyn Soap Company

Background

Founded in 2012, Brooklyn Soap Company is a Hamburg-based manufacturer and retailer specializing in natural men's grooming products. The company's mission is to provide honest, natural care products tailored for men, emphasizing sustainability and transparency. Their product line includes beard care items, facial creams, deodorants, and more, all crafted with plant-based, vegan ingredients and free from microplastics, parabens, silicones, and animal testing. This commitment has garnered a customer base exceeding 425,000 individuals.

Key Strategic Focus

Brooklyn Soap Company focuses on delivering high-quality, natural grooming products for men. Their core objectives include expanding their product range, enhancing customer satisfaction, and maintaining a strong presence in both online and physical retail markets. The company targets the DACH region (Germany, Austria, and Switzerland) and ships to over 28 countries through their online store.

Financials and Funding

In October 2020, Merz Group, a Frankfurt-based pharmaceutical company, acquired a minority stake in Brooklyn Soap Company through its Merz Consumer Care division. By February 2022, Merz increased its stake to 100%, making Brooklyn Soap Company a wholly-owned subsidiary. The founders continue to manage the company under Merz's umbrella.

Pipeline Development

Brooklyn Soap Company offers a diverse range of grooming products, including beard wash, beard brush, beard balm, body wash, hand soap, shaving creams, and kits. These products are made using natural and clinically tested ingredients, catering to various skin and hair types.

Technological Platform and Innovation

The company utilizes a robust technological infrastructure to support its operations. Their tech stack includes React, Swiper, jQuery, OWL Carousel, WhatsApp Business Chat, Apple Pay, CivicTheme, and Twitter widgets. This combination enables a seamless online shopping experience and efficient customer engagement.

Leadership Team

Felix Ermer: Co-Founder, Managing Director & Chief Executive Officer

Jonas Hillebrecht: Co-Founder, Managing Director & Chief Technology Officer

Viktor Dik: Co-Founder & Managing Director

These individuals have been instrumental in steering the company's growth and maintaining its commitment to natural, high-quality men's grooming products.

Leadership Changes

As of February 2022, following the complete acquisition by Merz Consumer Care, the original founders—Felix Ermer, Jonas Hillebrecht, and Viktor Dik—continue to serve as managing directors, ensuring continuity in leadership and strategic direction.

Competitor Profile

Market Insights and Dynamics

The men's grooming industry has experienced significant growth, driven by increasing awareness and demand for natural and sustainable products. Consumers are seeking grooming solutions that align with their values, emphasizing quality, transparency, and environmental responsibility.

Competitor Analysis

Key competitors in the natural men's grooming sector include:

Dr. Squatch: An American personal care company founded in 2013, specializing in natural hygiene products for men.

Bulldog Skincare: Offers a range of men's grooming products with a focus on natural ingredients.

Brickell Men's Products: Provides premium, natural skincare and grooming products for men.

Every Man Jack: Specializes in affordable, naturally derived men's grooming products.

These competitors emphasize natural ingredients and sustainability, catering to the growing consumer demand for eco-friendly grooming solutions.

Strategic Collaborations and Partnerships

In October 2020, Brooklyn Soap Company entered into a strategic partnership with Merz Consumer Care, leading to a complete acquisition by February 2022. This collaboration has provided the company with enhanced resources and market reach, strengthening its position in the men's grooming industry.

Operational Insights

Brooklyn Soap Company has optimized its logistics and fulfillment processes through a partnership with Everstox. This collaboration has enabled efficient order processing, accurate inventory management, and personalized fulfillment, enhancing customer satisfaction and operational efficiency.

Strategic Opportunities and Future Directions

The company is well-positioned to capitalize on the growing demand for natural and sustainable men's grooming products. Future strategies may include expanding product lines, entering new markets, and leveraging technological innovations to enhance customer engagement and operational efficiency.