EDEN PRAIRIE, Minn., Oct. 28, 2026 /PRNewswire/ — The Village Company today announced that it will now operate as TVC Group™, introducing a new name and corporate identity that reflect the continued evolution of the company and its growing portfolio of personal care brands.

The Village Company name originated from the company’s acquisition of the Village Bath brand early in its history. As the business has become home to a growing collection of brands including Mr. Bubble®, Village Naturals Therapy®, Village Naturals Bath Shoppe®, Soft & Dri®, Dep® and HALLU®, the transition to TVC Group was a natural evolution, reflecting the company’s broader portfolio while maintaining a connection to its heritage.

“Our name has always been rooted in where we came from, and TVC Group allows us to honor that history while better representing the company we are today,” said Chris Baughman, CEO of TVC Group. “We’re proud to be the home of brands that have been trusted by consumers for generations, alongside newer brands we continue to grow and develop. At TVC Group, our mission is to build and grow brands that enhance every body’s every day, while continuing to strengthen our retail partnerships and deliver quality products consumers know and trust.”

The new TVC Group identity also better reflects the company’s mission, featuring a symbol composed of individual leaves that represent the unique routines and needs of the consumers its brands serve. Together, the leaves form a unified whole, reflecting TVC Group’s broader purpose of making everyday personal care more meaningful.

The transition to TVC Group does not affect the company’s operations or individual brand identities.

About TVC Group
TVC Group, formerly The Village Company, has a long and rich heritage in personal care products. TVC Group markets some of the country’s most endearing and enduring heritage brands including Mr. Bubble®, the #1 kids bath brand with #1 kids bubble bath, selling over 8 bottles per minute; Village Naturals Therapy® and Village Naturals Bath Shoppe® bath products; Soft & Dri® deodorant; Dep® hair gel; and HALLU® bath and shower line. TVC Group’s brands are widely distributed through leading retailers in the food, drug, mass and e-commerce channels.

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SOURCE TVC Group