SHELTON, Conn. — Edgewell Personal Care Co. has agreed to acquire the men’s grooming company  CREMO for $235 million, the company said on Tuesday.

CREMO, a fast-growing masstige brand with a full line of beard, hair, shave prep and skincare products, will join a portfolio of insurgent brands at Edgewell that includes Jack Black and Bulldog. The transaction is aligned with Edgewell’s core growth strategy of acquiring selective, fast-growing and profitable brands that increase its presence in attractive segments.

“We are excited to announce this agreement to acquire CREMO,” Edgewell president and CEO Rod Little said. “The men’s grooming category remains a strategic focus for Edgewell and this acquisition will help us accelerate growth and strengthen our position in the fastest-growing categories in men’s grooming. We are acquiring a profitable, growing business with an established presence that is well diversified across grooming categories, yet has significant opportunities for expansion.  We are extremely impressed with the CREMO brand and its positioning and expect it to continue to resonate over the long term with consumers.  The organization’s consumer-centric brand-building capabilities will also be an important addition for Edgewell as we leverage the expertise of the CREMO team.”

CREMO president and CEO Matthew Biggins called the deal a significant milestone for the brand.

“Combining with Edgewell provides us the ability to bolster our strong store channel presence in the U.S. while positioning us to capitalize on attractive channel and geographic expansion opportunities,” Biggins said. “We are excited to join the Edgewell global brand portfolio and look forward to leveraging our compelling brand and social media presence with the benefit of Edgewell’s platform and demonstrated capabilities in the grooming category.”

The transaction is expected to close by the end of the fiscal 2021 first quarter, subject to customary closing conditions.