Cremo

Cremo is an American men's grooming brand founded in 2005 in Laguna Beach, California, by Mike Boone and Kyle Schroeder [8]. It began with a single product — a shaving cream — and grew over the following decade into a broad range covering shave, beard, hair and body care, sold mainly through mass retailers. Since September 2020 it has been owned by Edgewell Personal Care, which acquired the brand for $235 million [7].

The company positions itself around "barber grade" quality and signature, multi-layered fragrances, sold at accessible mass-market prices rather than as a premium line.

Cremo launched in 2005 with one shaving cream, built around the stated aim of making the best shaving cream possible at a price accessible to everyone [9]. Its founders, Mike Boone and Kyle Schroeder, based the company in Laguna Beach, California [8]. For its first decade the brand remained small and centred on that original product.

A turning point came in 2015, when Matthew Biggins joined as chief executive. At that point the company recorded roughly $2.5 million in annual sales, still consisting largely of shaving cream [8]. Under his leadership the range expanded well beyond shave preparation.

The years after 2015 brought rapid growth. By 2018 the brand reached about $75 million in retail sales, a figure BeautyMatter reported alongside a 56 percent growth rate [9]. Over the same period the catalogue widened to nearly 75 products spanning beard care, hair, shave preparation and skincare, including a hair-dye line added in March 2020.

That trajectory drew the attention of a larger personal-care group. In 2020 Edgewell Personal Care announced it would acquire Cremo in an all-cash transaction valued at $235 million [7].

Cremo is owned by Edgewell Personal Care, an American consumer-products company headquartered in Shelton, Connecticut, whose portfolio includes shaving and grooming brands such as Schick, Wilkinson Sword, Personna and Edge [7]. Edgewell announced the acquisition in 2020 and completed it as an all-cash deal worth $235 million [8]. Within Edgewell's brand structure, Cremo sits in the grooming segment alongside names including Bulldog and Jack Black, and is listed under the company's skincare product line.

Cremo describes itself as "a modern grooming company that combines relentless passion with uncompromising quality", framing its range around old-fashioned grooming traditions delivered at mass-market prices. Its tagline is "Barber Grade Men's Grooming Products" [1]. Around the time of the acquisition, the brand's grounding was summarised as old-fashioned value, quality, performance and customer care, with what BeautyMatter called a "masstige" position across e-commerce and mass retailers [9].

Fragrance is central to how the company presents itself. According to Cremo, its scents are "signature, multi-layered" aromas developed by a team of artisans and scent specialists, with a recurring motif that products "earn the right to wear the crown" only after reaching the brand's quality standard [3]. Its scent collections include Italian Bergamot, Palo Santo, Bourbon & Oak, Casked Vanilla and Vintage Suede.

The brand's first and defining product was the Cremo Original Shaving Cream. From that starting point the range broadened into beard care — oils, balms, washes and serums — along with shampoo and conditioner, hairstyling products, body wash, deodorant, body bars and cologne. By the time of the Edgewell deal the catalogue numbered close to 75 products, and the company also carried a small selection of women's items, chiefly shaving cream and deodorant. Cremo's products are sold through e-commerce and mass retailers including Target, Walmart, Walgreens and Rite-Aid [8].

Cremo remains commercially active as a brand within Edgewell Personal Care rather than as an independent company. Its online store continues to operate, third-party product reviews appeared as recently as 2025, and the brand maintains retail distribution and active social-media channels [10]. The "acquired" status reflects that it now operates as one brand in a larger parent's portfolio.