Our Story

New Flag founders, Niki Epstein and Daniel Haffa, have a longstanding friendship, which is why mutual trust is the foundation of all New Flag activities. The first brand was welcome into the New Flag portfolio by chance: Niki Epstein's girlfriend at the time, came back from her hair appointment in London with a Tangle Teezer in hand and the two founders immediately recognized great potential. Without any business track record, they managed to convince Tangle Teezer to become their exlusive distributor in Germany, and soon after they grew to be their largest distribution partner.

The second brand to be welcome into the portfolio became an own brand: invisibobble. Sophie Trelles-Tvede used an old telephone cable as a hair tie for a bad taste party and detected that the cable didn't leave a trace and it was also very comfortable to wear. Together with Felix Haffa, she founded invisibobble, which later was integrated into the New Flag portfolio. Till this day, it remains New Flag’s largest own brand. Meanwhile, New Flag's portfolio includes over 60 extraordinary brands composed of own and distribution brands. In 2016, Felix Haffa joined the management team and Sophie Trelles-Tvede followed suit in 2020.

Our Company

New Flag is the leader in beauty distribution and brand building. Since the founding of our company in 2010, we have expanded into more than 80 countries. We are much more than ordinary beauty products.
We aim to bring euphoria into the ordinary and to disrupt the industry by going down new paths. We offer our customers carefully selected products by world famous brands as well as our own brands.
Our team currently consists of over 300 people, spread over eight locations in Europe and the USA. Every team member lives the spirit of New Flag – every day.





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Sophie Trelles-Tvede

For a bad-taste party, she decided to tie her hair together with a telephone cable. This is where the idea of the invisibobble was born. Together with Felix Haffa, she founded the company and the two made it onto the Forbes 30 under 30 list just four years after invisibobble was founded. She has been a part of the New Flag management team since 2019.

Niklas Epstein

After studying in England, he founded New Flag GmbH in 2010 at the age of 21 together with his long-time friend from school.

Daniel Haffa

After completing his training as a pilot, he realized that professional flying is not his thing and founded New Flag GmbH with his friend Niklas Epstein.

Felix Haffa

During his studies, he helped Sophie Trelles-Tvede with the creation and development of invisibobble. In 2012, they founded the company, which took the brand's name: invisibobble. Since 2016, he has been a part of the New Flag management team.