Mammoth Brands
Mammoth Brands is a multi-brand modern CPG company managing Harry's, Flamingo, Lume, Mando, and Coterie personal care, hygiene, and baby care brands for individual consumers through direct-to-consumer websites and retail distribution across the U.S., U.K., and Germany.
- Company typePrivate
- Founded2013
- HeadquartersNew York, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mammoth Brands does
Mammoth Brands is a multi-brand consumer packaged goods (CPG) company headquartered in New York that operates a portfolio of category-leading personal care, hygiene, and baby care brands. Founded in 2013 as Harry's, the company pioneered a direct-to-consumer (DTC) razor brand and expanded into retail distribution, with approximately half of revenue still derived from online channels. The current portfolio comprises five brands: Harry's (men's razors and shaving products, founded 2013), Flamingo (women's hair removal, launched 2018), Lume (whole-body deodorant for women, acquired 2021 from founder Dr. Shannon Klingman), Mando (whole-body deodorant for men, launched late 2022 using Lume's technology), and Coterie (premium baby care, acquired October 2025 from American Pacific Group). The company rebranded from Harry's Inc. / Harry's Labs to Mammoth Brands to reflect its evolution from a single brand to a portfolio operator.
The company's core technology stack combines a DTC e-commerce platform with vertical manufacturing integration, including a 100-year-old razor blade factory in Eisfeld, Germany, acquired in 2014. Product differentiation rests on proprietary chemistry (Lume's odor-blocking technology) and engineering (Coterie's high-performance diapers), supported by a dedicated Labs division that conducts incubation and M&A. Operations span the U.S., U.K. (London office), and Germany, with a workforce of 501–1,000 employees.
The business model is consumer packaged goods sales distributed across owned DTC websites (brand domains for each portfolio company) and third-party retail partnerships, with pricing models not publicly disclosed. The reported FY2024 financial profile is $835 million in revenue and approximately $100 million in adjusted EBITDA. The company is positioning itself as a disruptor of legacy CPG incumbents including Procter & Gamble, Unilever, and Kimberly-Clark. Founders Andy Katz-Mayfield and Jeff Raider continue as Co-CEOs, and according to public reporting, the company is weighing an initial public offering as early as the second half of 2026.
Mammoth Brands firmographics
Firmographics- Name
- Mammoth Brands
- Legal name
- Mammoth Brands Inc.
- Website
- https://mammothbrands.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Mammoth Brands is a multi-brand modern CPG company managing Harry's, Flamingo, Lume, Mando, and Coterie personal care, hygiene, and baby care brands for individual consumers through direct-to-consumer websites and retail distribution across the U.S., U.K., and Germany.
- Ownership category
- akta.pro rank
Mammoth Brands industry classification
Industry- Product category
- Personal Care Consumer Packaged Goods
- NAICS
- Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Deodorants & Antiperspirants (CRADANAA)
- akta.pro secondary industries
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)
Keywords
Where Mammoth Brands is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Mammoth Brands business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Consumer Packaged Goods Sales: Revenue generated from selling personal care products (razors, deodorants, baby care) directly to consumers and through retail channels. The company operates as a modern CPG company with portfolio brands including Harry's, Flamingo, Lume, Mando, and Coterie. Revenue mix includes both DTC (about half) and retail distribution.
- Multi-Brand Portfolio Management: The company grows through M&A and incubation via its Labs division, acquiring brands and scaling them using the company's infrastructure and capabilities
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Mammoth Brands product offering
Product offeringCore offering
Mammoth Brands sells personal care, hygiene, and baby care consumer packaged goods through a portfolio of brands including Harry's (men's razors and shaving), Flamingo (women's hair removal), Lume (whole-body deodorant for women), Mando (whole-body deodorant for men), and Coterie (premium baby diapers and wipes). The company manufactures razor blades at its 100-year-old German factory and distributes roughly half of its products through DTC websites and the remainder through mass retail and specialty stores. The portfolio is grown through an in-house Labs incubation and M&A engine that acquires and scales modern CPG brands using shared infrastructure.
Product overview
Mammoth Brands is a modern consumer packaged goods (CPG) company operating as a multi-brand portfolio. The company owns and manages five distinct brands: Harry's (men's razors and grooming, founded 2013), Flamingo (women's hair removal, launched 2018), Lume (whole body deodorant for women, acquired 2021), Mando (whole body deodorant for men, launched 2022), and Coterie (premium baby care including diapers and wipes, acquired 2025). The portfolio generated $835 million in 2024 revenue with nearly $100 million in adjusted EBITDA. The company positions itself as a disruptor challenging legacy CPG giants like Procter & Gamble, Unilever, and Kimberly-Clark, leveraging direct-to-consumer strategies and M&A to grow.
Differentiator
Problem solved
Functional benefit
Brands
- Harry's: Men's razors and shaving products - the company's first brand, launched in 2013 to create a better shaving experience.
- Flamingo
- Lume Deodorant
- Mando
- Coterie
Products and services
- Harry's Men's razors, blades, and shaving products sold direct-to-consumer and through retail, manufactured at the company's 100-year-old German blade factory. Designed to provide a better shaving experience at a fair price point compared to legacy razor brands.
- Flamingo Women's hair removal products including razors, blades, and shave care items, leveraging capabilities and learnings from the Harry's brand. Sold direct-to-consumer and through retail channels.
- Lume Whole Body Deodorant Whole body deodorant products for women, founded by OB/GYN Dr. Shannon Klingman, designed to block odor anywhere on the body rather than only underarms. Pioneered a new category in personal hygiene and has grown to lead that category.
- Mando Whole Body Deodorant First whole body deodorant brand for men, using the same odor-blocking product technology developed for Lume. Sold direct-to-consumer and through retail channels to address whole-body odor for male consumers.
- Coterie Baby Care Premium baby care products including thoughtfully engineered, high-performance diapers and wipes designed to outperform traditional diaper brands. Acquired by Mammoth Brands in 2025 and operated as an independent brand within the portfolio; has sold over 700 million diapers since its 2019 founding.
Quantifiable outcome
- Coterie generated over $200 million in trailing twelve-month net revenue with approximately 60% year-over-year growth
- +3 more outcomes
Companies that use Mammoth Brands
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles4 records
Mammoth Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Mammoth Brands partnerships and signals
Strategic signalScale indicators15 records
Recent moves9 records
Expansion highlights6 records
Mammoth Brands competitors and assessment
Company assessmentDirect peers
- Native: Direct-to-consumer natural deodorant and personal care brand, now owned by Procter & Gamble. Most direct comparable to Lume/Mando in the natural deodorant sub-segment.
- Billie: DTC women's razor brand with the same disruptive female-focused positioning that Flamingo launched with in 2018; the most direct comparison to Flamingo's original go-to-market.
- Edgewell Personal Care: Public personal care company whose portfolio includes Schick (men's razors) and Playtex (women's shave). Directly competes with Harry's in the mass retail razor aisle and with Flamingo in women's hair removal.
Emerging players
- The Honest Company: Founder-led DTC CPG company that scaled into mass retail across personal care, baby, and household categories. Closely analogous business model and brand-architecture playbook to Mammoth.
- Dr. Bronner's: Independent, founder-driven personal care brand with a strong values-based positioning and broad multi-category portfolio. Comparable to Mammoth's mission-led, founder-empowered brand model.
Broad incumbents
- Beiersdorf: Global personal care company behind Nivea, Eucerin, and 8x4. Competes with Lume/Mando in deodorant and skin-adjacent personal care categories.
- Reckitt Benckiser: Owns consumer health and hygiene brands (Dettol, Lysol, Clearasil). A broad incumbent across hygiene categories where Mammoth's deodorant and baby care brands compete.
- Procter & Gamble: Global CPG incumbent owning Gillette (direct Harry's competitor), Pampers (direct Coterie competitor), and Old Spice. Mammoth explicitly positions against P&G as a legacy competitor in retail.
- Unilever: Owns Dove, Degree, Axe, and other personal care brands competing with Harry's, Lume, and Mando across deodorant and personal wash categories. Explicitly named as a legacy competitor of Mammoth.
- Kimberly-Clark: Owns Huggies (direct Coterie competitor) and a range of personal care and tissue products. A named legacy competitor of Mammoth, particularly relevant post-Coterie acquisition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Mammoth Brands social profiles
Digital presenceMammoth Brands compliance and trust
Trust signalCompliance1 record
Mammoth Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mammoth Brands leadership team
Management profileNumber of profiles
Profiles12 records
Mammoth Brands subsidiaries and ownership
Company hierarchySubsidiaries6 records
Mammoth Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mammoth Brands M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mammoth Brands
What does Mammoth Brands do?
Mammoth Brands sells personal care, hygiene, and baby care consumer packaged goods through a portfolio of brands including Harry's (men's razors and shaving), Flamingo (women's hair removal), Lume (whole-body deodorant for women), Mando (whole-body deodorant for men), and Coterie (premium baby diapers and wipes). The company manufactures razor blades at its 100-year-old German factory and distributes roughly half of its products through DTC websites and the remainder through mass retail and specialty stores. The portfolio is grown through an in-house Labs incubation and M&A engine that acquires and scales modern CPG brands using shared infrastructure.
Is Mammoth Brands a public or private company?
Mammoth Brands is a private company. It is classified as venture growth investor backed and is currently operating.
When was Mammoth Brands founded?
Mammoth Brands was founded in 2013. It employs 501 to 1,000 people.
Where is Mammoth Brands based?
Mammoth Brands is headquartered in New York, United States, in the North America region.
How does Mammoth Brands make money?
Two revenue lines are on record. Consumer Packaged Goods Sales are the primary driver. The others are multi-Brand Portfolio Management.
Who are Mammoth Brands's main competitors?
Direct peers on record are Native, Billie and Edgewell Personal Care. Emerging players are The Honest Company and Dr. Bronner's. Broad incumbents are Beiersdorf, Reckitt Benckiser, Procter & Gamble, Unilever and Kimberly-Clark.
Does Mammoth Brands have an API?
No public API is recorded for Mammoth Brands.
What industry is Mammoth Brands in?
Mammoth Brands's product category is Personal Care Consumer Packaged Goods. Its primary akta.pro industry code is CRADANAA, Deodorants & Antiperspirants, with a secondary code of CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments). Its NAICS code is 456 and its SIC code is 2844.