Edgewell Personal Care Company
Acquisitions
9
Major Deals Covered
$5.3B
Disclosed Deal Value
Edgewell's largest disclosed acquisition here is Playtex Products for $1.9B in 2007. This page covers 9 major deals from 2003 to 2021, each with its price where disclosed and the reason behind it.
| Company | Year | Price | Purpose |
|---|---|---|---|
| Schick-Wilkinson Sword from Pfizer | 2003 | $930.0M | Added the #2 global wet shave franchise to Energizer's portfolio, establishing the foundation for what would become Edgewell's core business. The acquisition brought Schick and Wilkinson Sword razor systems, disposable razors, and shave preparations. |
| Playtex Products | 2007 | $1.9B | Added Banana Boat, Hawaiian Tropic, Wet Ones and Playtex feminine and infant care brands to Energizer's personal care portfolio. |
| American Safety Razor | 2010 | $301.0M | Added the Personna brand and private-label razor manufacturing capabilities, strengthening the company's position in value-tier and custom brand razors. |
| Stayfree, Carefree and o.b. from Johnson & Johnson | 2013 | $185.0M | Energizer added three feminine care brands to Playtex. |
| Bulldog Skincare for Men | 2016 | Undisclosed | Added an UK-based natural men's grooming brand to the portfolio, providing entry into the natural skincare segment and European distribution. |
| Jack Black Premium Men's Grooming | 2018 | $90.0M | Added a premium men's grooming and skincare brand sold through specialty retail and department stores. The acquisition targeted affluent male consumers with high-quality formulations. |
| Harry's (terminated) | 2019 | $1.4B | Announced in May 2019 to combine Harry's direct-to-consumer brand and marketing skills with Edgewell's manufacturing and retail reach. |
| Cremo Masstige Grooming | 2019 | $235.0M | Added a fast-growing masstige grooming brand with strong digital velocity. Cremo offered shave cream, body wash, hair styling, and fragrance products targeting male consumers seeking quality at accessible prices. |
| Billie Inc. | 2021 | $310.0M | Added a digital-native women's shave and body care brand after the FTC challenge had ended Procter & Gamble's attempt to buy Billie. |
2021
$310M
Added a digital-native women's shave and body care brand after the FTC challenge had ended Procter & Gamble's attempt to buy Billie.
Gave Edgewell a younger-skewing brand with direct-to-consumer and retail distribution.
Billie is one of Edgewell's priority brands in Wet Shave.
2019
$1.4B
Announced in May 2019 to combine Harry's direct-to-consumer brand and marketing skills with Edgewell's manufacturing and retail reach.
The FTC sued to block the deal in February 2020, arguing it would eliminate a disruptive competitor, and Edgewell terminated the agreement.
Harry's remained independent and Edgewell pursued smaller deals, including Cremo and Billie.
2019
$235M
Added a fast-growing masstige grooming brand with strong digital velocity. Cremo offered shave cream, body wash, hair styling, and fragrance products targeting male consumers seeking quality at accessible prices.
Added a fast-growing masstige men's grooming brand alongside Bulldog and Jack Black.
Cremo is part of the Grooming category that Edgewell highlights as a growth driver.
2018
$90M
Added a premium men's grooming and skincare brand sold through specialty retail and department stores. The acquisition targeted affluent male consumers with high-quality formulations.
Extended Edgewell into prestige men's skin care sold through specialty retail.
Jack Black remains Edgewell's premium men's skin care brand.
2016
Added an UK-based natural men's grooming brand to the portfolio, providing entry into the natural skincare segment and European distribution.
Gave Edgewell a natural men's skincare brand with UK and international distribution.
Bulldog remains part of Edgewell's Grooming portfolio.
2013
$185M
Energizer added three feminine care brands to Playtex.
Broadened the Feminine Care segment Edgewell later inherited.
Sold to Essity with Playtex feminine care in February 2026.
2010
$301M
Added the Personna brand and private-label razor manufacturing capabilities, strengthening the company's position in value-tier and custom brand razors.
Added Personna and private-label razor manufacturing capacity.
Private-label and value razors remain part of the Wet Shave segment.
2007
$1.9B
Added Banana Boat, Hawaiian Tropic, Wet Ones and Playtex feminine and infant care brands to Energizer's personal care portfolio.
Created the businesses that became Edgewell's Sun and Skin Care and Feminine Care segments.
Banana Boat, Hawaiian Tropic and Wet Ones remain core brands. Playtex infant care was sold in 2019 and Playtex feminine care was sold to Essity in 2026.
2003
$930M
Added the #2 global wet shave franchise to Energizer's portfolio, establishing the foundation for what would become Edgewell's core business. The acquisition brought Schick and Wilkinson Sword razor systems, disposable razors, and shave preparations.
Gave Energizer a global wet shave franchise that later became the core of Edgewell's largest segment.
Schick and Wilkinson Sword remain Edgewell's flagship razor brands and its main challenger position against Gillette.
Edgewell's growth strategy concentrates spending on priority global brands in shave, sun and skin care, and grooming. Acquisitions such as Cremo (2019) and Billie (2021) added faster-growing, younger-skewing brands, and the 2026 Feminine Care divestiture removed a slower category. Productivity programs and plant consolidation are meant to fund brand investment while offsetting tariff and inflation pressure.
Edgewell makes money by manufacturing branded personal care products and selling them wholesale to retailers such as mass merchants, grocery and drug chains, club stores and e-commerce platforms, plus some direct-to-consumer sales through brands like Billie. Wet Shave is its largest category and follows a razor-and-blades pattern: handles create an installed base and replacement cartridges and disposables generate repeat purchases. The company also sells private-label and value razors. Sun and Skin Care (Banana Boat, Hawaiian Tropic, Wet Ones) is seasonal, peaking ahead of summer, and Grooming (Cremo, Jack Black, Bulldog) carries premium price points. Profitability depends on pricing, promotional spending, input and tariff costs, and productivity savings from manufacturing consolidation.
Since 2015 Edgewell has bought Bulldog (2016), Jack Black (2018), Cremo (2019, about $235 million) and Billie (2021, about $310 million). Before the spin-off, Energizer bought Schick-Wilkinson Sword (2003), Playtex (2007) and American Safety Razor (2010).
No. The $1.37 billion deal announced in 2019 was abandoned in February 2020 after the FTC sued to block it.
Edgewell acquired Billie in 2021 for about $310 million, after the FTC challenge had ended Procter & Gamble's earlier attempt to buy the brand.
Edgewell sold its infant care brands in 2019 and its Feminine Care business (Playtex, Stayfree, Carefree, o.b.) to Essity for $340 million in February 2026.
Yes. In 2019, Edgewell attempted a massive $1.37 billion acquisition of the direct-to-consumer razor brand Harry's. However, the US Federal Trade Commission (FTC) aggressively sued to block the deal, arguing it would destroy competition in the shaving market. Edgewell eventually abandoned the deal and bought the women's brand Billie instead for $310 million.
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