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Our Values

Our core values describe the company we want to be, guide us in making decisions for the company. They define how we want to work together as a team and represent specific behaviours that we care about.​ Our values are more than just hot air. They form the foundations of what we do on a daily basis.


We believe in trying things out, instead of overthinking them, and in staying flexible as circumstances change. If something doesn’t work, we fix it and learn as we go. We don’t follow trends, we set them. As industry pioneers our mantra is: Forward. Fast.


We take risks, where others don’t. No matter how bold or daring, we’re never afraid of pitching ideas. We know our next innovation can come from anyone in the business and, by doing things differently – we stand out.


Our people and our partners are the heart of New Flag. They make us successful. We believe in creating strong relationships, doing the right thing, enjoying moments of fun, and celebrating our wins. We respect, we communicate and we never assume.


We enjoy taking matters into our own hands. From day one we trust our people to take on responsibility, to wow our customers and turn projects into success stories. We celebrate independent thinking and proactive actions.


We are the pulse of beauty which means ... We’re driven by creativity and a determination to disrupt the status quo. We provide a fast-paced and challenging environment, giving you the opportunity to innovate with creativity and autonomy. This is your opportunity to really shine. And you won’t be on your own – we’ve got your back – together we thrive. Let’s go!

Our story:


Starting signal for a crazy idea: On 18.10.2010 New Flag GmbH is founded by the two students Niki and Daniel to bring the cuddly blanket Knuffy to the German market. This has a huge, very short lived success.



New Flag plunges into the world of hair and beauty. Collaborations with Tangle Teezer, Douglas and dm followed. At the same time, Sophie has the brilliant idea for a revolutionary hair tie at a bad taste party. Together with Felix, invisibobble is born.


Invisibobble takes off and becomes a bestseller at renowned sales platforms such as Amazon and hair dressers. A journey around the world's trade fairs begins.



The famous celebrity makeup sponge Beautyblender joins the product portfolio. The first contact with the company Olaplex was made during a visit to a trade fair in America.



The Head of Sales of Olaplex shows interest in the New Flag. By the end of the year, Olaplex is added to the distribution portfolio. Invisibobble launches at dm in Germany with 50.000 units sold in the first week.


After a large roadshow for Olaplex, the starting signal is given for a new field sales team with approx. 20 employees.



Time for change: A new office in Munich, four subsidiaries (Benelux, France, Czech Republic and UK) and a new brand with Maria Nila.



Korean brands Kocostar and Tony Moly join the portfolio. invisibobble goes big with its first influencer campaign together with TikTok stars Lisa & Lena.



New Flag's next own brand is launched, this time with the vision of a plastic free bathroom: Foamie! A trend was started.




Our own big warehouse in Reichertshofen opens under the name New Land and we expand with an office in the US. Additionally, our brand Urban Alchemy is founded.


Despite Corona, a year to celebrate! Launch of our incubation brands team and Sophie publishes her book with the full story of invisibobble -100 Million Hair Ties and a Vodka Tonic. 



Another subsidiary is founded- a warm welcome to Poland. In addition, our field sales team expands to convince even more hairdressers of our products.



We continue to grow in all countries and brands. In 2022 we recorded our strongest sales year and exceeded about 300 employees for the first time.



We welcome Iberia to our subsidiaries! For the first time since its birth, invisibobble changes all its packaging to 100% FSC certified paper, saving 15 million plastic bottles in a single year. 


Stay tuned! Together with you we want to continue our great story.

A few more benefits

Employee shop

Get our cool products with a discount for yourself to try out at home!



Whether it's celebrating successes together or simply sitting down with your colleagues after work

- team building and events are very important to us.

Grow Talk & Coaching

Feedback is super important to us, which is why regular talks and coaching are part of our everyday working life. In our New Flag Academy we share our knowledge with each other.

Home Office

All New Flaggers can work up to two days per week at home, and are provided with a laptop, so they can choose to work from anywhere!

Fitness, sport & bike leasing

So that you also have a sporty balance to your work, you can take advantage of various sporting offers from our partner EGYM WELLPASS or simply come to work by bike with your leasing bike from Jobrad.

Fresh fruit and drinks

Of course, we also take care of your health and catering in the office with fresh fruit baskets, different soft drinks and coffee.


Do you need a break to further your education or to gain new experiences?

Sabbaticals are also possible with us as of two years at New Flag.

Development Budget

It is important to us that each individual is able to develop professionally and personally in order to give his or her best.

Corporate Benefits

You will profit from many special conditions with various brands and manufacturers.

These include leisure offers, fashion and cosmetics or technology.

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Our Application Process

You want to be a part of New Flag and are wondering what happens after sending in your application? Find out here how to get from sending your application to your first day at work in just a few steps

1. Your Job Application

Gather all the important documents and send us your application online via our application tool. You will then receive an email from us about the receipt of your application. The upload only takes 2 minutes!

2. Review

Our People Team checks your documents and forwards them to the relevant department. Here you just have to wait and see. We will contact you personally as soon as the next step has been taken.

3. Interview

If your documents convince us, we will invite you for an interview to check whether you are a real New Flagger. The first interview usually takes place online or by phone. For a second or even third interview, we will invite you directly to our office.

4. Our Decision

If both sides are convinced, we are happy for you to become part of our family and you will receive a contract offer from us.

5. Your start

You are now part of our team and will of course receive all important information for your start at New Flag!

Join our force