Edgewell’s Private Label Group Is Now Edgewell Custom Brands

Edgewell Personal Care Company’s private label business unit, previously known as Private Brands Group, is now Edgewell Custom Brands. 

 

With this comes a new, more modern look and a refreshed online presence. Formerly known as Personna.com, the new website can now be found at EdgewellCustomBrands.com. This change represents the evolution of the group to address the distinct and changing needs of its customers.

 

With increasing disruption in the shave category, Edgewell Custom Brands better aligns with the goals and offerings that customers need. To better serve these customer needs and goals, Custom Brands is dedicated to operating sustainably. To that end, the group continues to move away from so-called controversial ingredients in its formulations. Edgewell Custom Brands prides itself on delivering top quality products, bolstered by excellent customer service, unmatched technical support and a steady stream of innovation to satisfy the changing needs of its customers, according to Edgewell.

 

“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 over 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. 

 

To learn more about Edgewell Custom Brands, visit EdgewellCustomBrands.com.