Edgewell Personal Care Company
Consumer Packaged Goods - Personal Care ProductsFounded 2015- Updated July 2025
Reviewed by Swet Parvadiya
Last reviewed: July 2025
CorpDigest
Edgewell Personal Care Company
Company History
Founded 2015 in Shelton, Connecticut
Last reviewed: 2025-07-15 · By Swet Parvadiya
1772: Henry Nock and James Wilkinson establish the arms manufacturing business that would eventually produce Wilkinson Sword blades. 1926: Colonel Jacob Schick files patents for the first repeating razor in Hamden, Connecticut. These two brands would spend the next century as rivals before landing in the same portfolio through a 2003 Pfizer divestiture.
Edgewell itself did not exist until 2015. The corporate architecture that created it runs through Ralston Purina, which spun off its battery and lighting business as Energizer Holdings in 2000, which then spun off its personal care division fifteen years later. The personal care assets included not just Schick and Wilkinson Sword but Banana Boat, Hawaiian Tropic, Playtex, Carefree, and Stayfree — a collection assembled through decades of acquisitions.
The FY2015 spin-off gave Edgewell a challenging starting position: a portfolio of mature brands in categories facing secular headwinds from direct-to-consumer challengers. Dollar Shave Club had already disrupted the razor subscription model. Harry's was gaining traction. The wet shave market was fragmenting in ways that legacy shelf-based distribution couldn't easily counter.
Rod Little, who became CEO in 2019, inherited that structural challenge and responded with targeted M&A — Bulldog Skincare in 2016, Billie in 2021 — while simultaneously restructuring the manufacturing footprint. The December 2023 fire at the Wet Ones plant in Sidney, Ohio, added $12.2 million in costs to an already complicated fiscal year.
Edgewell Personal Care Company was created on July 1, 2015, through the tax-free spin-off of Energizer Holdings' personal care business. The company inherited a portfolio of brands acquired by Energizer over the preceding decade, including Schick-Wilkinson Sword (acquired from Pfizer in 2003 for $930 million), Playtex Products (acquired in 2007 for $1.9 billion), Edge and Skintimate (acquired in 2009), and American Safety Razor (acquired in 2010 for $301 million). While Edgewell as a corporate entity dates to 2015, its brand lineage extends to 1772 through Wilkinson Sword and 1926 through Schick. The company was incorporated in Missouri on September 23, 1999, as part of Ralston Purina's corporate structure, and has been publicly traded since April 1, 2000. Following the 2015 spin-off, Edgewell has pursued a strategy of selective acquisitions (Bulldog, Jack Black, Cremo, Billie) and operational improvement to transform from a legacy shave company into a modern personal care enterprise.
Wilkinson Sword is founded in London as a manufacturer of swords and bayonets, later becoming one of the world's oldest and most recognized blade brands. The company's 250-year heritage provides Edgewell with one of the deepest brand lineages in consumer goods.
Jacob Schick founds the Magazine Repeating Razor Company, later renamed Schick Safety Razor Company. Schick would go on to invent the first electric shaver and become a pioneer in manual razor technology, introducing the first stainless steel blade in 1962.
International Latex Corporation is established, launching the Playtex brand. The company would later expand into feminine care, infant care, and sun care products, becoming a core component of Edgewell's portfolio through the 2007 acquisition.
Hawaiian Tropic is founded, establishing a brand that would become iconic in the sun care category and eventually part of Edgewell's portfolio through the Playtex acquisition.
Banana Boat is founded, creating a sun care brand that would become one of the most recognized in the world and a cornerstone of Edgewell's Sun and Skin Care segment.
Energizer Holdings is incorporated as a subsidiary of Ralston Purina Company, setting the stage for the company's expansion into personal care through subsequent acquisitions.
Ralston Purina distributes all outstanding shares of Energizer Holdings to its shareholders, making Energizer an independent publicly-owned company focused on batteries and portable lighting.
Energizer acquires the Schick-Wilkinson Sword business from Pfizer for approximately $930 million, adding the #2 global wet shave franchise and establishing the foundation for Edgewell's modern identity.
Energizer acquires Playtex Products for $1.9 billion, bringing Banana Boat, Hawaiian Tropic, Wet Ones, Playtex feminine care, and Playtex infant care into the portfolio. This acquisition transforms Energizer into a diversified personal care and household products company.
Energizer acquires the Edge and Skintimate shave preparation brands, strengthening the company's position in the shave preparations category and adding complementary products to the Schick and Wilkinson Sword razor systems.
Energizer acquires American Safety Razor for $301 million, adding the Personna brand and private-label razor manufacturing capabilities. This acquisition enhances the company's custom brands and value-tier offerings.
On July 1, 2015, Energizer completes the tax-free spin-off of its Household Products business (batteries and portable lighting) into a separate publicly traded company. The remaining personal care business is renamed Edgewell Personal Care Company and begins trading on the NYSE under the ticker EPC. Shareholders receive one share of New Energizer for each share held.
Edgewell acquires Bulldog Skincare for Men, a UK-based natural men's grooming brand. The acquisition marks Edgewell's entry into the natural grooming segment and provides a foothold in the UK and European markets.
Edgewell acquires Jack Black, a premium men's grooming and skincare brand, for approximately $90 million. The acquisition strengthens Edgewell's presence in premium skincare and specialty retail channels.
Edgewell announces a $1.37 billion acquisition of Harry's, the DTC razor startup. The deal is intended to transform Edgewell's digital capabilities and competitive position in wet shave.
In February 2020, the FTC sues to block the Harry's acquisition on antitrust grounds. Edgewell terminates the deal and pays a $56 million breakup fee. Later in 2020, the company acquires Cremo, a fast-growing masstige grooming brand, for approximately $235 million as a pivot to smaller digital-brand acquisitions.
In November 2021, Edgewell announces the $310 million all-cash acquisition of Billie Inc., a digital-native women's shaving and body care brand. The deal closes in January 2022, giving Edgewell a DTC platform and younger demographic after P&G's own Billie bid was blocked by the FTC.
In July 2022, Edgewell issues a voluntary nationwide recall of three batches of Banana Boat Hair & Scalp Sunscreen Spray SPF 30 due to benzene contamination in the aerosol propellant. The recall is expanded in January 2023 to include a fourth batch, creating regulatory and reputational challenges for the sun care business.
On December 1, 2023, a fire occurs at the Wet Ones manufacturing plant in Sidney, Ohio, causing a partial shutdown of operations. The incident incurs $12.2 million in incremental costs during FY2024 and disrupts Wet Ones supply.
Edgewell reports FY2024 net sales of $2,253.7 million with Wet Shave segment profit up 28.8% and Feminine Care segment profit down 42.1%. The company announces plans to consolidate four North American manufacturing sites into a single automated plant, including the closure of the Milford, Connecticut Schick facility by December 2027.
In November 2025, Edgewell announces a definitive agreement to sell its Feminine Care business to Essity for $340 million. The transaction includes Playtex, Stayfree, Carefree, and o.b. brands and is expected to close in Q1 calendar 2026. The divestiture is projected to add $0.40-$0.50 to annualized adjusted EPS.
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.
Added Banana Boat, Hawaiian Tropic, Wet Ones, Playtex feminine care, and Playtex infant care to the portfolio. The acquisition was Energizer's largest and transformed the company into a major personal care player.
Added the Personna brand and private-label razor manufacturing capabilities, strengthening the company's position in value-tier and custom brand razors.
Added a UK-based natural men's grooming brand to the portfolio, providing entry into the natural skincare segment and European distribution.
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.
Announced in 2019 as a transformative acquisition to add DTC capabilities, digital marketing expertise, and a younger consumer base. The deal would have combined Harry's digital-native model with Edgewell's manufacturing scale and retail relationships.
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 digital-native women's shaving and body care brand targeting millennial and Gen Z consumers. Billie operated a DTC subscription model and had expanded into Target. The acquisition came after P&G's own Billie bid was blocked by the FTC.
Edgewell Personal Care Company was established July 1, 2015 when Energizer Holdings executed tax-free spin-off of its personal care division creating two separate publicly traded companies (Energizer continued battery operations while Edgewell received personal care brands), separating legacy grooming and sun care brands from declining battery business to create pure-play personal care company capable of competing directly with Procter & Gamble and Unilever. The historical roots of Edgewell's core assets trace back to American Safety Razor Company founded 1886, which eventually acquired Schick brand in mid-20th century, before Energizer Holdings acquired American Safety Razor Company in 2011 for $301 million prior to subsequent 2015 spinoff. Strategic positioning emphasises wet shaving (Schick, Wilkinson Sword, Edge, Skintimate), sun care (Banana Boat, Hawaiian Tropic), grooming, with continued focus on category-leading positions. Revenue grew from spin-off operations to $2.25 billion (FY2024) through 9+ years of independent operations supporting various strategic priorities.
Edgewell Personal Care Company's attempted $1.37 billion Harry's Inc. acquisition (announced May 2019) was permanently blocked by Federal Trade Commission in February 2020 on antitrust grounds, with FTC arguing combined Edgewell-Harry's operations would substantially reduce US wet shaving competition affecting consumer prices. The transaction would have combined Edgewell's Schick wet shaving operations with Harry's direct-to-consumer subscription razor operations creating substantial wet shaving consolidation that FTC found anticompetitive. Strategic implications included Edgewell paying $30 million termination fee to Harry's, continued independent operations versus consolidated entity, lost strategic positioning supporting DTC razor category opportunity, and various other operational considerations. Post-blocked deal Edgewell pursued various alternative growth strategies including 2021 Billie acquisition supporting DTC female razor category. The blocked Harry's deal represents continued FTC antitrust enforcement affecting consumer products M&A activity through various periods supporting various competitive considerations. Strategic legacy continues affecting Edgewell strategic positioning through ongoing competitive dynamics.
Edgewell Personal Care Company completed substantial strategic refocus through 2025 announcement and February 2026 closing of North American feminine care business sale to Swedish hygiene giant Essity for $340 million, including Carefree, Stayfree, Playtex, and o.b. brands representing substantial feminine care portfolio that Edgewell exited supporting clearer strategic positioning. Strategic rationale included continued grooming and sun care category focus supporting various competitive priorities, capital deployment optimization through divestiture proceeds supporting various continued operations, simplified business portfolio supporting clearer strategic positioning versus diversified personal care operations, and various other strategic priorities. Strategic implications include continued operational focus on wet shave, sun care, men's grooming categories supporting various competitive positioning, capital reallocation supporting various continued investment priorities, simplified operational complexity, and various other strategic factors. The feminine care divestiture exemplifies continued Edgewell strategic refocus following various previous portfolio moves supporting current category-focused positioning through ongoing operational evolution.
Edgewell Personal Care Company faced substantial wet shave business disruption during COVID-19 pandemic period as work-from-home patterns and reduced social interactions affected various shaving frequency supporting various consumer behavior changes affecting consolidated business performance. Strategic implications included continued wet shave category decline accelerated by pandemic-era reduced shaving frequency, beard and facial hair trend growth supporting various continued category pressure, continued competition from direct-to-consumer subscription razor operators (Harry's, Dollar Shave Club, Billie before Edgewell acquisition, various other DTC operators) creating various market share pressure, supply chain disruptions affecting various operations, and various other operational considerations. Strategic responses include continued product innovation supporting various consumer trends, marketing investment supporting various competitive positioning, premium product development (Schick Hydro 5 Premium, various other premium offerings), and various other operational responses. Recent operational performance shows continued category pressures though various recovery initiatives have supported gradual improvement through ongoing wet shave industry dynamics.