Edgewell acquires men's beauty brand Cremo for $235 million

Recently, the American personal care products group Edgewell Personal Care Co. announced the acquisition of men's grooming brand Cremo for US$235 million (about 1.6 billion yuan). The transaction is expected to be completed in early 2021.
 
Edgewell Personal Care is an American consumer goods company with razor brands Schick, Edge and Skintimate, feminine care brands Playtex, Carefree and OB, British men's grooming brand Bulldog, and American men's skin care brand Jack Black, which are popular among Chinese consumers The favorite Banana Boat sunscreen also belongs to the company. It currently operates in more than 50 markets around the world, including the United States, Canada, Mexico, Germany, Japan, the United Kingdom, and Australia.

The acquired Cremo brand is currently one of the fastest growing men's grooming brands in the United States, and is known for its "BARBER GRADE" (barber shop grade) shaving cream. Not only was it rated as the "Best Beauty Product" by GQ magazine, it was also the No. 1 sales of haircut beard care products.

The acquired Cremo brand is currently one of the fastest growing men's grooming brands in the United States, and is known for its "BARBER GRADE" (barber shop grade) shaving cream. Not only was it rated as the "Best Beauty Product" by GQ magazine, it was also the No. 1 sales of haircut beard care products.