Personna

What Personna does

Personna, now operating as Edgewell Custom Brands, is the private label wet-shave division of Edgewell Personal Care (NYSE: EPC). Founded in 1875 and headquartered within Edgewell's Shelton, Connecticut corporate structure, the business manufactures store-brand razors and wet shave products for retailers worldwide. Its customer base consists entirely of retailers and store-brand buyers seeking private label men's and women's shaving systems, dermaplaning tools, and disposable razors that compete on quality and price against national brands such as Edgewell's own Schick and Wilkinson Sword.

The product portfolio spans entry-level 2-blade disposables (e.g., Rubber Grip Pivot) through premium 6-blade systems (Gt6 with L-shaped diamond-coated blades), including differentiated technologies such as Caliber 5 with 24-degree Motion Sphere pivot, EasyFit connection systems, Moisture Halo lubrication with vitamin E and botanical oils, and Ecork 5 handles made from 85% natural cork. The company claims to be the only manufacturer in the world offering Staked, Welded and Bent Blade assemblies, using Japanese and Swedish steel with proprietary grinding and coating processes. The underlying business is a B2B contract-manufacturing and co-development model: sales teams work with retail partners on packaging customization, claims development, and category/consumer insights, with pricing undisclosed and orders placed through a dedicated sales inquiry channel ([email protected]).

Commercially, the unit is organized as Edgewell's Private Brands Group (PBG), which the parent uses to monetize its manufacturing and R&D infrastructure through store-brand contracts in parallel with its branded portfolio (Schick, Wilkinson Sword, Billie, Personna). Manufacturing and R&D operate across more than 20 countries and 6 regions, enabling worldwide retail and ecommerce distribution. No division-level revenue, customer logos, or headcount detail are publicly disclosed in the available data; growth and concentration assessments must rely on parent-level Edgewell disclosures rather than standalone Personna figures.

Name

Personna

Legal name

Edgewell Personal Care Brands, LLC

Website

https://personna.com

Company type

Public

Founded year

1875

Operating status

Operating

Headcount range

101–250 employees

Short description

Personna (operating as Edgewell Custom Brands) is the private label wet-shave division of Edgewell Personal Care, manufacturing store-brand razors and grooming products for global retailers across 20+ countries.

Ownership category

akta.pro rank

Product category

Wet Shave Manufacturing

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

Keywords

• Private label razors
• Wet shave products
• Store brand razors
• Disposable razors
• Blade manufacturing

Headquarters

HQ city

Cedar Knolls

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Private Label Wet Shave Products: Manufactures and sells store-brand razors and wet shave products to retail partners. Products include disposable razors, multi-blade systems, and dermaplaning tools for men and women. Revenue generated through product sales to retailers who resell under their own brands.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Personna manufactures and supplies private-label wet shaving products — including men's and women's disposable razors, multi-blade systems, cartridge razors, and dermaplaning tools — to retailers for resale under retailer-owned store brands. The company, founded in 1875 and operating as Edgewell Custom Brands within Edgewell Personal Care (NYSE: EPC), runs manufacturing operations across more than 20 countries to serve retailer private-label programs.

Product overview

Personna (now operating as Edgewell Custom Brands / PBG - Personal Brands Group) is a private label razor and wet-shave products supplier offering a comprehensive portfolio of men's and women's razors. The product line includes disposable razors (2-blade to 6-blade), cartridge razors with various comfort technologies (lubricating strips, moisture halos, flex twist technology), specialized products (dermaplane razors, travel razors), and eco-friendly options (Ecork 5 with natural cork handles). The portfolio spans multiple technology tiers from entry-level 2-blade disposables to premium 5-6 blade systems with advanced features like Motion Sphere pivot technology and EasyFit connection systems.

Differentiator

Problem solved

Functional benefit

Brands

• Edgewell Custom Brands: Private label brands group of Edgewell Personal Care offering store-brand razors and wet shave products for retail partners.

Products and services

• Men's private-label disposable and multi-blade razors Private-label men's disposable and multi-blade cartridge razors engineered, manufactured, and supplied to retailers for resale under retailer-owned store brands. Designed for grocery, drug, mass, and club retailers seeking differentiated men's wet shave lines.
• Women's private-label razors

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Harry's: DTC men's shaving brand competing across price points. Comparable to Personna as both target the same end consumer in men's wet shave; Harry's pushes retailers to defend or expand private label programs.
• Dollar Shave Club: DTC disruptor in wet shave that reshaped the category economics. Comparable to Personna because both compete for end-consumer shave spend and influence retailer pricing and assortment decisions.
• Venus (Procter & Gamble): Leading women's wet shave brand from P&G. Comparable to Personna as it defines the women's razor benchmark (lubrication surrounds, multi-blade systems) that Personna's women's private label programs (Halo, Ella, Mystique) compete against.

Direct peers

• Billie (Edgewell Personal Care): Edgewell-owned women's DTC shave brand. Closely comparable to Personna as a sibling entity sharing parent resources, with overlapping women's razor product formats (e.g., Halo, dermaplaning) and target consumer.
• Supermax (Malaysian private label maker): Large private label and OEM razor manufacturer serving global retailers. Directly comparable to Personna in private label wet shave OEM, with similar cost-driven competitive dynamics.
• BIC: Global CPG manufacturer with a significant disposable and private label razor business. Closely comparable to Personna in private label wet shave manufacturing, channel coverage, and price-point positioning.
• Dorco: Korean private label and branded razor manufacturer. Comparable to Personna as a private label wet shave OEM competing for the same retailer contracts globally.

Broad incumbents

• Gillette (Procter & Gamble): Global market leader in wet shave, competing with Personna at the retailer shelf. Comparable as it sets the technology benchmark (multi-blade systems, lubrication strips) that Personna's private label customers benchmark against.
• Wilkinson Sword (Edgewell Personal Care): Edgewell-owned European wet shave brand. Comparable to Personna through shared parent technology, IP, and manufacturing, but operates as a national brand rather than private label supplier.
• Schick (Edgewell Personal Care): Edgewell's flagship national wet shave brand, directly comparable to Personna since it shares the same parent R&D, manufacturing, and steel/coating technology, but competes as a branded offering rather than private label.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Personna