New Flag GmbH

New Flag GmbH is a prominent brand builder and distributor within the European beauty industry, headquartered in Munich, Germany. Founded in 2010 by Niklas Epstein and Daniel Haffa, the company has established itself as a dynamic force, driven by a mission to introduce innovative and exciting products to the market. New Flag operates on the principle of not just following trends, but setting them, combining data-driven insights with a creative vision to build iconic brands and redefine beauty standards. The founders' long-standing friendship and mutual trust form the foundation of the company's culture, which has since expanded to include Felix Haffa and Sophie Trelles-Tvede in its leadership team. With a global reach that extends to over 80 countries and multiple offices across Europe and the United States, New Flag is committed to a sustainable growth strategy focused on comprehensive international support for its partners and brands.

The company's success is built upon a vertically integrated structure that houses all critical functions in-house, ensuring efficiency and creativity under one roof. The Marketing department serves as a hub of innovation, bringing together Brand & PR, Product Management, and Creative teams to develop powerful brand storytelling and engaging campaigns through influencer marketing and social media. The Retail Sales division drives growth across Germany, Austria, and Switzerland, managing a portfolio of owned and distributed brands in major retailers like dm, Rossmann, Amazon, and Douglas. Furthermore, the Professional Sales team provides expert support and curated solutions for the salon industry, while the in-house Operations and IT department maintains a state-of-the-art, scalable cloud infrastructure and utilizes Electronic Data Interchange (EDI) for seamless integration with retail partners. This comprehensive approach allows New Flag to excel in bringing cutting-edge beauty solutions to consumers with speed, precision, and lasting market impact.