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Edgewell Acquires Men's Grooming Challenger Brand, Bulldog

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Bulldog is eyeing global expansion, following Edgewell's acquisition.

Edgewell Personal Care Co., home to brands such as Schick, Wilkinson Sword, Edge, Skintimate, Banana Boat and Hawaiian Tropic, has acquired men's grooming and skin care brand Bulldog Skincare Holdings Limited.

Based in the United Kingdom 10 years ago, Bulldog's skin care range includes moisturizers, face washes, scrubs, balms, shave gels and creams, body washes, lip balm and lotions. The products are distributed in more than 17,000 locations around the world, with the largest markets being the United Kingdom, United States, Sweden and South Korea.

"We are excited about the future and in particular, getting our products to more people in more countries"


"As a challenger company in men's grooming, Edgewell has continuously pressed beyond category conventions and leaders, to bring unique innovation to market for the benefit of our customers, consumers, and Edgewell shareholders," said Colin Hutchison, Edgewell's vice president of commercial international. "Similarly, Bulldog has created an exciting and fast growing brand, by bringing that same challenger approach to men's skin care, providing differentiated products that focus on a simple straightforward message for men. Bulldog is a natural fit for Edgewell, and this acquisition creates opportunities to expand our personal care portfolio in a growing global category where we can leverage our large geographic footprint."

"We are delighted to be joining Edgewell's fantastic family of brands," said Simon Duffy, Bulldog's founder. "We are excited about the future and in particular, getting our products to more people in more countries. Since our founding, our goal has been to put a Bulldog product in every bathroom and we are confident Edgewell will help us deliver on this mission."