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Edgewell ReBrands Private Brand Division

Edgewell Personal Care Company announced this week that its Retail-owned Brand (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 provides its customers with more than just private label products, but rather a true partnership. As such, 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. Edgewell believes in balancing the joy of caring for yourself with the responsibility of caring for our planet and everyone who shares it, which is why the group continues to move away from 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.

Rob Goodwin, VP of Marketing and New Product Development at Edgewell Custom Brands stated, “We’re excited to reveal the new look of our group and to launch our remodeled website. 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”.

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By Published On: December 13th, 2022Tags:

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About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.

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