Edgewell CEO Rod Little: ‘We're operating more like a startup and disruptor’

When beauty and personal care executive Rod Little joined personal care conglomerate Edgewell as CFO in 2018, the company’s core businesses of shaving and feminine care were seeing mid-single-digit declines. Competing with giants like Procter & Gamble and DTC disruptors like Billie, the company was in need of a transformation.

Rising to CEO in 2019, Little identified the areas that needed to change at the company, which owns household name brands such as Schick, Banana Boat and Playtex.

“We had gotten into a rhythm of being too technology-focused, and we had been led by technology, as opposed to being led by the consumer,” he said on this week’s episode of the Glossy Beauty Podcast.

His turnaround strategy included not only moving the focus to the consumer, but also adopting a startup mentality and embracing new acquisitions in growth categories. While the company’s attempted acquisition of Harry’s was blocked by the FTC in 2020, the company has made four acquisitions in the past five years: men’s grooming brands Bulldog, Jack Black and Cremo, and razor startup Billie. With its new brands driving double-digit growth, Edgewell’s shaving and feminine care categories have moved up to “mid-single-digit” growth this year, while its sun-care category is going strong. On this week’s episode, Little shares details on the company’s acquisition strategy, his thoughts on the FTC decision and ways brands can stay innovative while scaling.