Global wellness and personal care company PDC Brands has rebranded as Arthēa. 

The name Arthēa combines "art" and "healing" - representing beauty, self-expression, science, and wellbeing.

"Arthēa represents both who we are today and the company we are building for the future," said Tarun Malkani, CEO of Arthēa. "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 rebrand follows two years of transformation under Tarun's leadership, during which the company has invested in brand renovation, new product development and adjacent wellness opportunities.

Arthēa's 2026 innovation plans include launching Sunryz, an age-appropriate body care brand for tweens; restaging and expanding Dr Teal's, the number one Epsom salt brand in the USA; expanding Cantu with Weightless and Ultra Moisture collections; partnering Eylure with Bratz in the UK; and adapting Bodycology for the UK market in partnership with Boots.

"Our values remain unchanged, but the way we express our ambition has evolved," said Gina Dobles, Chief Growth Officer of Arthēa.

The rebrand coincides with the company's move to new offices in White Plains, New York. The Arthēa corporate identity will begin appearing across company communications and business platforms from today. Consumers will continue to find Dr Teal's, Cantu, Bodycology, Sunryz and other Arthēa brands through existing retail and e-commerce channels.

Arthēa is a registered d/b/a of Parfums de Coeur, Ltd., which remains the company's legal entity.