New Flag is a multinational brand building enterprise headquartered in Munich, Germany, which has brought innovative beauty brands to their own category bestsellers across Europe since 2010. Over this period of time, New Flag has grown to develop core competencies of brand management, as well as acting as a private investment firm.

The founders, Niklas Epstein and Daniel Haffa, are linked by a longstanding friendship: this mutual trust continues to define the approach of the business. In 2016, Felix Haffa became a part of New Flag’s management team.

With the desire to only deliver the highest quality product, New Flag offers their partners creativity and efficiency under one roof, with in-house marketing, sales, logistics and customer service departments working hand in hand, powered by a team of 130 people.

New Flag’s sustainable growth strategy is based on the establishment of subsidiaries and the comprehensive, international support of New Flag’s partners. Following this strategy, New Flag pursues one ultimate goal: to be the first full-service brand building company in the beauty sector in Europe.