EDJY appoints 5WPR as agency of record

5WPR has been appointed agency of record for personal care brand EDJY, taking responsibility for strategic communications as the company expands its presence in the nail grooming category.

The independent PR and digital marketing agency will focus on increasing awareness and supporting EDJY’s growth through an integrated communications approach.

Agency to lead communications strategy

Under the agreement, 5WPR will oversee earned media efforts, with a focus on product visibility and brand positioning across beauty, grooming, lifestyle, wellness and trade media. The remit also includes award submissions aligned with retail and e-commerce priorities.

The agency’s work will support EDJY’s efforts to strengthen its presence in a category that has seen limited product development over time.

Product innovation drives category shift

EDJY has introduced a patented single blade nail cutter designed to cut nails cleanly rather than compress them, offering a more precise result. The product has gained traction with consumers, with the brand reporting strong performance on e-commerce platforms.

As of 2026, EDJY ranks as the top-selling nail cutter on Amazon and has sold close to half a million units since launch.

Growth plans and market expansion

The brand has built demand through digital channels and social engagement, contributing to its expansion into additional products and distribution channels. Further product development is planned for 2026.

Thorsten Brandt, President, EDJY: "Partnering with 5WPR marks an exciting next chapter for EDJY as we scale the brand. We're on a mission to make traditional nail clippers obsolete and redefine what people should expect from everyday tools. By combining precision engineering with thoughtful design, we're building a new standard for personal care as we expand into our next phase of growth."

www.edjy.com

www.5wpr.com

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