PDC Brands Announces New Corporate Identity as Arthēa

PDC Brands announced a new corporate identity, Arthēa. 

Known for brands Dr Teal’s, Cantu, and Bodycology, the global wellness and personal care company reaches over 95 million consumers in more than 80 countries.

The name Arthēa draws from the words “art” and “healing.” Art represents beauty and self-expression, while healing reflects science and wellbeing across mind, body, and spirit. 

Together, these ideas shape the company’s portfolio strategy as it expands its presence in consumer wellness.

The new identity follows two years of transformation under CEO Tarun Malkani’s leadership. During that period, the company has invested in brand renovation, new product development, and adjacent wellness opportunities, building on its established positions in beauty and personal care.

Tarun Malkani, CEO of Arthēa, commented: 

“Arthēa represents both who we are today and the company we are building for the future. 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.”

Arthēa’s 2026 innovation highlights include:

• Launching Sunryz, an age-appropriate body care brand developed for tweens entering the beauty and personal care category
• Restaging and expanding Dr Teal’s Epsom salt brand in the U.S., in response to growing consumer interest in magnesium-based wellness
• Expanding Cantu with Weightless and Ultra Moisture collections designed to address a broader range of textured-hair needs
• Partnering Eylure with Bratz in the U.K., connecting the country’s leading false lash brand with a new generation of beauty consumers
• Market adaptation of Bodycology for the U.K., in partnership with Boots

Arthēa plans to increase emphasis on partnerships and co-created brands. Additional initiatives are expected to launch beginning in the fourth quarter of 2026 and continuing into 2027.

The launch of the Arthēa identity coincides with the company’s move to new offices in White Plains, New York. 

The new space includes expanded collaboration areas designed to support the growth of new ventures, partnerships, and co-created brands.