PDC Brands Is Now Arthēa

PDC Brands—home to Dr Teal’s, Cantu and Bodycology—is now operating as Arthēa. The new corporate identity, unveiled today, is part of the Happi Top 50 Company’s efforts to expand its presence across beauty, personal care and consumer wellness.

The company, which reports annual retail sales of more than $1 billion, says it reaches more than 95 million consumers across more than 80 countries. The Arthēa portfolio also includes Eylure, Elegant Touch, Body Fantasies and BOD Man.

The name Arthēa comes from “art” and “healing,” according to officials.

“Arthēa represents both who we are today and the company we are building for the future,” said Tarun Malkani, CEO of Arthēa, said in a press statement. “Wellness should not feel exclusive, complicated or out of reach. Our role is to translate trusted science and meaningful consumer insight into brands and products that improve everyday routines at scale. The transformation already underway across our portfolio demonstrates how we intend to grow.”

The new identity follows two years of “transformation” under Malkani’s leadership during which the team “meaningfully advanced every brand” in its portfolio.

“Much of that work has been done in partnership with our customers, reflecting our commitment to strong retailer relationships and shared growth,” Malkani added.

2026 Momentum

Earlier this year, Arthēa unveiled Sunryz, a new body care brand developed for tweens entering the beauty and personal care category.

The Sunryz launch strategy was shared by Arthēa’s Madie Starvel in a recent Happi webinar on age-appropriate skincare.

Arthēa has also invested in existing brands, including the Dr Teal’s, which is the No. 1 Epsom salt brand in the US. At Cantu, new Weightless and Ultra Moisture collections were released to address a broader range of textured-hair needs. Bodycology was also tailored for the UK market, in partnership with Boots, according to the company.

Arthēa will place increased emphasis on partnerships and co-created brands, according to officials. Additional initiatives are expected to launch in Q4 and continuing into 2027.

Additionally, the company has moved new offices in White Plains, NY.

According to Gina Dobles, chief growth officer, the “Arthēa identity better reflects the company we have become and our opportunity to build on a portfolio that already spans wellness, beauty and personal care.”

Company History

The new name, Arthēa, isn’t the first new identity for the company. The organization was known as Parfums de Coeur prior to 2015 when it became PDC Brands, as reported by Happi.