#Brazil #São Paulo #Essity #Kenvue #Carefree

Essity Strengthens Market Position with Acquisition in Brazil

In a strategic move to solidify its dominance in the feminine care industry, Essity, a leading hygiene and health company, has reached an agreement to acquire Kenvue’s feminine care business in Brazil. This acquisition includes well-established brands such as Carefree, Sempre Livre, and o.b., renowned names in the sanitary products sector. The total purchase price for this deal stands at USD 284 million, which translates to approximately SEK 2.7 billion, on a cash and debt-free basis.

This transaction marks a significant expansion for Essity in the Latin American market, effectively enhancing its status as a market leader in feminine care products. In the last twelve months ending June 30, 2026, the acquired brands generated net sales of around BRL 800 million (about SEK 1.4 billion) along with commendable profitability. Ulrika Kolsrud, President and CEO of Essity, commented, "With this acquisition, we establish a strong position in feminine care in Brazil, marking another step in our strategy to grow in our most value-creating categories."

Brazil is notable not just for being one of the largest hygiene markets globally but also for its standing as the fourth-largest feminine care market specifically. Essity is already recognized as a leading player in the incontinence products segment in Brazil with its TENA brand, which includes a production facility in Jarinu. The company also has a prominent presence in Professional Hygiene and Medical Solutions categories.

The acquisition is structured as an asset purchase from certain subsidiaries of Kenvue, which involves taking ownership of the manufacturing equipment along with the aforementioned brands, spanning sanitary pads, liners, and tampons. The agreement, however, remains subject to regulatory approvals in Brazil and other customary closing conditions, and it is anticipated to close in the second quarter of 2027, pending the completion of the Kimberly-Clark and Kenvue transaction.

Essity has been on a growth trajectory in the feminine care sector, showcasing a comprehensive portfolio of products that includes sanitary pads, liners, tampons, intimate soaps, intimate wipes, and leakproof apparel. Notably, earlier in February 2026, Essity completed the acquisition of the Carefree, Stayfree, and o.b. brands from Edgewell Personal Care in North America, demonstrating its aggressive expansion strategy in this market.

In conclusion, Essity’s acquisition of the feminine care business in Brazil signals a proactive strategy to tap into a flourishing market. With growing consumer demands for innovative and effective hygiene products, Essity’s move reaffirms its commitment to delivering quality and expanding its market footprint across emerging and established economies alike.

Through this acquisition, Essity continues to pave the way for a healthier future for feminine hygiene, capitalizing on Brazil's significant growth opportunities and further solidifying its reputation as a leading player in the global hygiene sector.