Essity Expands Its Market Presence with Acquisition of Kenvue's Feminine Care Division in Brazil

Essity Acquires Kenvue's Feminine Care Business in Brazil

In an impactful move for the hygiene and health sector, Essity, a prominent global player, has signed a deal to purchase Kenvue's feminine care division in Brazil. This strategic acquisition includes some of the country's most recognizable brands: Carefree, Sempre Livre, and o.b.. Valued at an impressive USD 284 million (approximately SEK 2.7 billion), the acquisition reinforces Essity's market leadership in feminine care across Latin America.

The purchase encompasses an asset acquisition from specific subsidiaries of Kenvue, which allows Essity to take ownership not only of the leading feminine hygiene brands, but also vital manufacturing equipment located in Brazil. Data from the twelve-month period ending June 30, 2026, revealed that the acquired division achieved net sales nearing BRL 800 million (approximately SEK 1.4 billion) and demonstrated strong profitability.

Ulrika Kolsrud, President and CEO of Essity, expressed enthusiasm about the acquisition, stating, “This acquisition establishes a solid foothold for us in the feminine care sector in Brazil and signifies our ongoing strategy to expand in our most lucrative categories. Brazil presents an enormous growth potential in hygiene and health, where we are already a dominant player in incontinence products.”

However, the completion of this transaction hinges on regulatory approval from Brazilian authorities, along with the fulfillment of various customary closing conditions, including the conclusion of the Kimberly-Clark and Kenvue transaction. The acquisition is anticipated to close during the second quarter of 2027.

Essity's broad portfolio encompasses numerous feminine care products, including sanitary pads, liners, and tampons, along with intimate soaps and wipes, under renowned brands such as Libresse, Bodyform, and TENA. Just recently in February 2026, Essity successfully acquired Carefree, Stayfree, and o.b. brands in North America from Edgewell Personal Care, illustrating its commitment to increasing its market share and presence in the hygiene industry.

The feminine care market in Brazil stands as one of the world’s largest, ranking as the fourth-largest market for such products globally. Currently, Essity leads the incontinence product segment in the region with its TENA brand and operates a production facility in Jarinu. The company's established portfolio also includes categories like Professional Hygiene and Medical Solutions, providing a solid foundation for future growth.

As Essity continues to expand and strengthen its market presence through strategic acquisitions, the global hygiene market is set to undergo significant evolution, creating promising opportunities for stakeholders involved. The decision to acquire Kenvue's feminine care division not only illustrates Essity’s aggressive growth trajectory but also enhances its capability to respond to the rising demand for feminine hygiene products. With its history of innovation and commitment to improving quality of life, Essity is poised to make a substantial impact on the Brazilian market and beyond.

As the deal progresses and awaits finalization, the anticipation and opportunities it presents for both Essity and the feminine care sector in Brazil remain high. Monitoring the response from the regulatory authorities will be critical in the coming months as Essity aims to solidify its status as a leader in feminine care in Latin America.