Edgewell Personal Care Remakes Private Label Division

The change marks an evolution in the company's own brand segment with an enhanced focus on sustainability.
Greg Sleter
Associate Publisher/Executive Editor
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Edgewell Personal Care Company has rebranded its private brands group, with company officials saying the change marks an evolution of the division to address the changing needs of its customers.

According to the company, Edgewell Custom Brands will morph from being a provider of store-branded products, to one that is a true partner with retailers. To better serve its customer’s needs and goals, Custom Brands is dedicated to operating sustainably. Edgewell officials said they believe in balancing the joy of caring for oneself with the responsibility of caring for the planet and all who share it, which is why the group continues to move away from controversial ingredients in its formulations.

"We're excited to reveal the new look of our group and to launch our remodeled website,” said Rob Goodwin, vice president of Marketing and New Product Development at Edgewell Custom Brands, “With this, Edgewell Custom Brands' visual and virtual look and feel will better reflect the partnership we provide to our customers and display a modern, fresh take on our unparalleled offerings". 

Edgewell Custom Brands is a division of Edgewell Personal Care and is a leading supplier of private label razors in the world. It counts brick and mortar as well as direct–to–consumer retailers amongst its customers. With more than 135 years of wet shaving legacy and a worldwide roster of major retailers and incoming disruptors alike, it works closely with its partners to provide a consumer-focused and category-driven perspective on private brands.