Edgewell Personal Care

What Edgewell Personal Care does

Edgewell Personal Care (NYSE: EPC) is a publicly traded U.S. consumer packaged goods company headquartered in Shelton, Connecticut, that manufactures and markets a diversified portfolio of personal care brands across wet shaving, sun care, skin care, and men's and women's grooming. Its core brands include Schick, Wilkinson Sword, Quattro, Billie, Skintimate, Banana Boat, Hawaiian Tropic, Jack Black, Bulldog, and Cremo, distributed in more than 50 countries through mass retailers (Walmart, Target), pharmacy chains (CVS, Chemist Warehouse), grocery (Woolworths), and e-commerce platforms (Amazon, TikTok Shop). The company operates manufacturing facilities in the United States (Dover, Milford, Ormond Beach) and Europe (Germany, Czech Republic), employs roughly 6,200 people globally, and pays a $0.15 quarterly dividend.

The product portfolio rests on a handful of proprietary technical platforms that differentiate premium SKUs: Wilkinson Sword's Quattro wire-protected blade geometry manufactured in Germany; Schick Hydro Silk's Hydro Boost Serum for glide and moisturization; Schick Progista's six-blade, short-handle razor system launched in Japan; and Banana Boat's propellant-free 360 Coverage refillable spray system. Recent launches (Schick Hydro Silk Mini, Skintimate 2-in-1 Oils, Progista, Quattro refresh) emphasize portability, sustainability (recycled plastic handles), and ingredient-led positioning. The company has pivoted away from its former feminine care business — divesting Carefree, Stayfree, Playtex, and o.b. to Essity for $340 million in February 2026 — and is reorganizing into a four-region hub structure (North America, Europe, Asia, Latin America) reporting directly to the CEO.

Edgewell generates revenue through one-time unit sales of branded CPG products through retail, pharmacy, grocery, and e-commerce channels, with a small subscription/utility revenue stream from its $0.15 quarterly dividend to public shareholders. The go-to-market combines sales-led shelf placement, event-driven brand marketing (Wilkinson Sword/Williams F1, Banana Boat/MLB, Hawaiian Tropic/Sports Illustrated Swimsuit), influencer partnerships (Nick Jonas, Alix Earle), and product-led innovation concentrated in higher-margin wet shave and sun care categories. The corporate-form transformation — including a rejected $30/share unsolicited takeover bid from Yellow Wood Partners in June 2026 — points to a focused, leaner CPG company pursuing margin expansion and growth in its remaining brands.

Name

Edgewell Personal Care

Legal name

Edgewell Personal Care Brands, LLC

Website

http://edgewell.com

Company type

Public

Founded year

1999

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Edgewell Personal Care (NYSE: EPC) is a U.S. consumer packaged goods company that manufactures and markets wet shaving, sun care, and grooming products under brands such as Schick, Wilkinson Sword, Banana Boat, Hawaiian Tropic, and Billie, distributed through retailers in 50+ countries worldwide.

Ownership category

akta.pro rank

Product category

Personal Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Men’s Facial Skincare (Cleansers, Moisturizers, Anti-aging) (CRABAGAD)

akta.pro secondary industry

Deodorants & Antiperspirants (CRADANAA)

Keywords

• Wet shaving products
• Sun care products
• Men's grooming products
• Razor and blade systems
• Personal care manufacturing

Headquarters

HQ city

Chesterfield

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Wet Shave Products: Revenue from Schick razors, Wilkinson Sword, Billie, and related shave products sold through retail and e-commerce channels globally.
2. Sun Care Products: Revenue from Banana Boat and Hawaiian Tropic sunscreen and sun protection products sold through retail channels.
3. Skin and Grooming Products: Revenue from Bulldog, Jack Black, Cremo, and Skintimate personal care and grooming products.
4. Feminine Care (Divested): Previously sold Carefree, Stayfree, Playtex brands. Business was divested to Essity for $340 million in February 2026.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Edgewell Personal Care manufactures and markets a diversified portfolio of personal care products across three core categories: wet shaving (razors, blades, and shave preparations under Schick, Wilkinson Sword, and Billie), sun care (sunscreens and sun protection under Banana Boat and Hawaiian Tropic), and skin and grooming (men's skincare under Jack Black, Bulldog, Cremo, and women's shave prep under Skintimate). Products are sold under long-tenured brand trademarks through mass retail, pharmacy, grocery, and e-commerce channels in more than 50 countries, with global manufacturing operations in the U.S., Germany, Czech Republic, and Australia.

Product overview

Edgewell Personal Care is a diversified consumer products company operating across three reportable segments: Wet Shave, Sun and Skin Care, and Feminine Care (divested in February 2026). The portfolio includes well-known brands spanning wet shaving (Schick, Schick Hydro, Schick Hydro Silk, Schick Intuition, Schick Xtreme 3, Wilkinson Sword, Quattro, Billie, Skintimate), sun care (Banana Boat, Hawaiian Tropic), men's grooming (Jack Black, Bulldog, Cremo), and personal care (Wet Ones). The company sold its Feminine Care business to Essity for $340 million in February 2026 to focus on higher-margin wet shaving and sun care categories. Recent product launches include the Schick Hydro Silk Mini portable razor, Wilkinson Sword Quattro relaunch, and Skintimate 2-in-1 Shave Oils.

Differentiator

Problem solved

Functional benefit

Brands

• Schick: Wet shaving razors and grooming products for men and women, including Hydro Silk, Xtreme 3, and Intuition lines
• Wilkinson Sword
• Banana Boat
• Hawaiian Tropic
• Billie
• Jack Black
• Bulldog
• Cremo
• Wet Ones
• Skintimate
• Personna
• Edge

Products and services

• Schick Hydro Silk Mini Razor A compact, portable women's razor featuring five blades, proprietary Hydro Boost Serum, and a magnetic travel case that doubles as a shower stand, sold to individual consumers at Walmart, Target, and Amazon.
• Wilkinson Sword Quattro Razors Razors for women and men featuring distinctive wire technology surrounding blades to protect against skin irritation, manufactured in Edgewell's German facility. The 2026 relaunch introduced a redesigned handle made from recycled plastic.
• Schick Hydro Silk Sugar Wax Roller A home waxing device designed to make salon-quality waxing accessible for consumers; became the #1 selling wax on Amazon.com and in physical retail.
• Skintimate 2-in-1 Shave Oils + Moisturizers Women's shave preparation products that double as post-shave moisturizers, providing 24-hour hydration. Includes fragrance-free option formulated with Aloe, Vitamin E, Shea Oil, Sweet Almond Oil, and Jojoba Oil.
• Banana Boat 360 Coverage Sunscreen Mist A refillable sunscreen mist spray available in Sport and Kids variants, featuring a reusable pump sprayer without propellants and refill bottles containing 25% post-consumer recycled plastic.
• Schick Progista Men's Grooming Brand A premium total grooming care brand for men in Japan, endorsed by professionals. Includes shaving foam, six-blade precision razor with barber-inspired short handle, and skin booster serum addressing razor burn.
• Billie Bodycare Line Billie's bodycare line of 15 products including body washes, lotions, and deodorants (All Day and AHA variants), formulated aluminum and baking soda-free with 24-hour odor protection.
• Schick Hydro Silk (Razor Line) Women's razor line featuring proprietary Hydro Boost Serum technology for smooth, moisturized shave experience; includes Sensitive Care, Rose Gold, and Wax Roller variants.
• Schick Intuition (Razor Line) Women's razor brand featuring built-in body wash or soap bar for combined lathering and shaving; includes Advanced Moisture and Sensitive Care variants.
• Schick Xtreme 3 (Razor Line) Men's value razor line with three blades and built-in lubricating strip for skin protection.
• Schick Hydro (Razor Line) Schick Hydro men's razor line featuring hydrating water-activated gel bars for extra lubrication and skin protection during shaving.
• Wilkinson Sword (Shaving Brand) Premium men's wet shaving brand with 250-year blade-making heritage offering cartridge systems, disposable razors, and women's models featuring multi-blade technology and lubricating elements; stronger recognition in European markets.
• Billie (Women's Razor Brand) Women's razor brand known for pro-body hair stance and colorful razor designs, featuring colorful handle options, whipped shave cream, and ingrown prevention cream; expanded to Australia and New Zealand in 2025.
• Hawaiian Tropic (Sun Care Brand) Sun care brand with 50-year history offering sprays, lotions, sticks, and lip balms with various SPF levels; features island-inspired formulations and 80-minute water resistance.
• Banana Boat (Sun Care Brand) Leading U.S. summer sunscreen brand offering sprays, lotions, and sticks; includes 360 Coverage spray technology, Mineral SPF 50 lotion, and Sport formulations with reef-conscious ingredients.
• Jack Black (Men's Grooming Brand) Premium men's grooming brand acquired in 2018 offering skincare and grooming products for men.
• Bulldog (Men's Grooming Brand) Men's grooming brand acquired in 2016 offering skincare and grooming products designed specifically for men, with a focus on natural ingredients.
• Cremo (Men's Grooming Brand) Men's grooming brand acquired in 2020 offering body washes and grooming products with focus on quality and performance; delivering 38% growth as of latest reporting.
• Wet Ones (Personal Care Wipes) Personal care wipes brand offering hand and face wipes for convenient cleaning on-the-go.
• Skintimate (Women's Shave Prep Brand) Women's shave preparation brand, the #1 women's shave gel brand; offers shave gels and 2-in-1 Shave Oils + Moisturizers with fragrance-free options providing 24-hour hydration.

Quantifiable outcome

• 18 consecutive weeks of unit share growth in North America
• +4 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered flagship, core and strategic divestiture.

• Sports Illustrated SwimsuitflagshipGTM or Marketing Partner · 13 May 2026Hawaiian Tropic partnered as official suncare partner with Sports Illustrated Swimsuit for 2026 Swimsuit Issue and runway show during Swim Week, featuring Alix Earle in campaign video.
• BBH USAcoreImplementation/ SI/ Consulting Partner · 29 April 2026Creative agency partnership for Schick's 'Do Right By Your Skin' campaign featuring Nick Jonas, repositioning shaving as a skin-care step using skincare brand marketing visuals and ingredients-focused messaging.
• Essitystrategic divestitureOthers · 2 February 2026Essity acquired Edgewell's feminine care business for $340 million including Carefree, Stayfree, Playtex brands and Dover, Delaware manufacturing facility. Deal completed February 2, 2026, with transition services agreement covering IT, operations, quality assurance and supply chain.
• Atlassian Williams F1 TeamflagshipGTM or Marketing Partner · 29 January 2026Wilkinson Sword became Official Men's Grooming Partner in multi-year deal, described as Edgewell's biggest brand sponsorship. Features Wilkinson Sword branding on FW48 car, driver helmets, and gear across Formula 1 season with experiential, marketing, and retail campaigns to boost global brand visibility.
• TerraCyclecoreStrategic or Co-development Partner · 8 December 2025Schick and Skintimate brands launched a nationwide razor recycling program with TerraCycle, allowing consumers to recycle disposable razors and packaging. The program processes plastics into pellets for outdoor furniture and metals for industrial use, providing a structured solution for recycling razors not typically accepted by municipal systems.
• MLB and Little League InternationalflagshipGTM or Marketing Partner · 2 December 2025Banana Boat joined as proud partner for MLB season, bringing skin care and protection to consumers during outdoor sporting events where sun exposure is high.
• Arbor Day FoundationcoreStrategic or Co-development Partner · 23 April 2021Five-year partnership celebrating 100,000 trees planted to restore more than 140 acres of forest. Reforestation efforts concentrated in Polylepis forest of South America support biodiversity including over 50 hummingbird species while contributing to watershed health and carbon sequestration.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Procter & Gamble: Owner of Gillette, the dominant global wet shaving brand and Edgewell's largest direct competitor in razors and blades. Both compete head-to-head on shelf at Walmart, Target, and Amazon across men's and women's shaving.
• Energizer Holdings: Owns the Edge and Personna wet shaving brands following its divestiture of Schick to form Edgewell. Direct head-to-head competitor in North American men's wet shaving.
• Unilever (Dollar Shave Club): Owns Dollar Shave Club, a leading DTC men's wet shaving brand that competes directly with Schick and Billie. Both companies target similar value- and convenience-seeking male shaving consumers.
• Bayer (Coppertone): Owns Coppertone, a leading U.S. sun care brand that competes directly with Banana Boat and Hawaiian Tropic across mass and drug channels. Both face the same regulatory scrutiny around SPF claims and reef-safe ingredients.

Broad incumbents

• Kenvue: Spun off from Johnson & Johnson, Kenvue owns Neutrogena (including sun care) and Aveeno, competing with Edgewell across sun care and personal skincare with much larger scale and broader portfolios.
• Beiersdorf: Owns Nivea, Eucerin, and Coppertone (in select markets), making it a broad personal care incumbent overlapping with Edgewell in men's grooming (Bulldog competitor) and sun care.
• Church & Dwight: Owns Nair and Batiste alongside a broader household and personal care portfolio. Comparable as a U.S.-listed mid-to-large personal care CPG with similar scale and brand-led model.
• Coty: Global beauty company covering mass fragrances, color cosmetics, and skin care. Comparable as a publicly traded personal care/beauty CPG operating in similar mass and drug retail channels.
• Reckitt Benckiser: Owns Veet (hair removal), Clearasil, and Durex. Comparable as a global personal care CPG with adjacent women's hair removal products competing with Billie's expanding body care line.
• L'Oréal: World's largest beauty company with men's (L'Oréal Men Expert) and women's skincare lines that compete with Jack Black, Bulldog, Cremo, and Hawaiian Tropic across mass and premium channels globally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/EdgewellPC
• Facebookfacebook.com/EdgewellPersonalCare
• LinkedInlinkedin.com/company/edgewell-personal-care
• Instagraminstagram.com/edgewellpersonalcare
• TikToktiktok.com/@edgewellpersonalcare

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A7 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Edgewell Personal Care