Harry’s Inc. Rebrands as Mammoth Brands

Harry’s Inc. has rebranded to Mammoth Brands as part of a shared commitment to becoming the industry’s largest consumer packaged goods-making brand.

Per a press release, Mammoth will continue to grow its portfolio of brands, including Harry’s, Flamingo, Lume, and Mando. This rebrand is a way to better support the company’s growing roster of personal care products.

The company adopted the name Mammoth to reflect its vision of building a portfolio where each brand can stand independently, even while operating under a unified umbrella. Co-founders and co-CEOs Jeff Raider and Andy Katz-Mayfield launched the company’s first brand, Harry’s, in 2013.

“We chose the name Mammoth because it reflects the breadth and scale of the business we’ve been building, and our vision for the future,” said Katz-Mayfield. “Our success to date has been a result of our deep, direct relationship with our customers, and a commitment to making brands and products that they love.”

“As founders ourselves, we’ve lived the journey of scaling brands in CPG,” added Raider. “We recognize that founders know what works best for their brands and customers. When they join Mammoth Brands, they maintain the freedom to pursue their vision, and they get the support and capabilities — best-in-class talent, retail relationships, operational infrastructure — to unlock their full potential.”

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Previously, Harry’s Inc. has focused on building a conglomerate of brands since it launched in 2013. Harry’s is best known for its men’s grooming products, particularly razors and shave gels. It is currently sold at Walmart, Target, CVS, Costco, Walgreens, and other retailers, as well as online.

Flamingo is a women’s brand focused on body, hair, and care products, including razors, hair removal tools, and other personal care items. Lume specializes in whole-body odor management, offering a range of deodorants and body washes designed to address body odor beyond the armpits. Finally, Mando focuses on whole-body odor solutions, similar to Lume, but specifically tailored for men.

Why Would a Company Like Harry’s Rebrand When It’s Already a Known Name?

Rebranding allows a company to highlight a broader portfolio that extends beyond a single product line. In the case of Harry’s rebranding as Mammoth, the goal was to reflect its expansion beyond shaving products and emphasize its diverse range of offerings.

Over time, brands can start to feel outdated. A company rebrand, including new logos, updated names, or messaging, can update its concept to appeal to a new audience or excite an already existing one.

Most of all, in crowded retail markets, rebranding can help a company stand out or reposition itself more clearly against its competitors. Forbes wrote, “Rebranding an organization takes time to put in place plus a runway to show its effectiveness in the marketplace. While the process can deliver new alignment and energy within the company, it likely won’t deliver short-term financial results; it is about building toward a better future.”