Harry's and Coterie owner Mammoth Brands has ambitions to be the next CPG giant

Mammoth Brands wants to take on traditional consumer packaged goods companies, armed with a portfolio of disruptors in the personal and baby care categories that have won over consumers and retailers alike.

For the last decade, upstarts like those owned by Mammoth have challenged the relevance and longstanding dominance of legacy giants like Procter & Gamble, Unilever and Kimberly-Clark. The trend has also played out across packaged food and beverage companies, like Poppi and Olipop taking on Coca-Cola and PepsiCo. Consumers' loyalty no longer draws on just brand recognition. Newcomers can offer shoppers something different: better prices, higher quality or fewer ingredients that scare them.

"A lot of these companies call these smaller brands 'ankle biters' — tells you exactly what you need to know about how they view the threat," said Nik Modi, co-head of global consumer and retailer research for RBC Capital Markets. "But I think that they're taking it a lot more seriously. I think it's gotten to a tipping point."

With brands like Harry's razors, Lume Deodorant and Coterie diapers, Mammoth is reshaping the consumer goods landscape, and it has ambitious plans.

"We're trying to build a leading modern [consumer packaged goods] company, like if Procter & Gamble and Unilever were getting built today," Mammoth co-founder and co-CEO Andy Katz-Mayfield told CNBC.

In 2024, Mammoth saw revenue of $835 million and almost $100 million in adjusted earnings before interest, taxes, depreciation and amortization, according to a statement from the company. While legacy consumer giants still dwarf the company with their tens of billions of dollars in annual revenue, Mammoth said it has seen a greater than 20% revenue compound annual growth rate over the prior five years through 2024.

Soon, a wider swath of investors could bet on the company's vision. Mammoth is weighing an initial public offering as soon as the second half of this year, according to a Bloomberg report.

"Today, our private company, we make money, which is great, and we have opportunity to continue to invest in the brands in our portfolio," said Mammoth's other co-founder and co-CEO Jeff Raider. "We'll continue to evaluate the right capital structure for the business over time to enable us to achieve that long-term outcome."

The early seeds of Mammoth began in 2013, when Katz-Mayfield and Raider founded Harry's. Katz-Mayfield came up with the idea for the startup based on his frustration with the status quo of buying $20 replacement razor blades.

"I called up Jeff," Katz-Mayfield said. "We decided to build a men's grooming brand that was a really high quality product at great value, a better overall experience, online led, and I really do think that's really at the core of everything that guides Mammoth Brands."

Katz-Mayfield and Raider had previously worked together at Charlesbank Capital Partners and Bain & Company. Before founding Harry's, Raider co-founded Warby Parker.

Like the glasses startup, Harry's began online, becoming another disruptor during the era of direct-to-consumer brands. By 2016, it had gained enough customers to land on Target shelves.