Essity Finalizes Acquisition of Edgewell's Feminine Care Division to Strengthen Market Position

Essity's Strategic Acquisition of Edgewell's Feminine Care Business

In a significant development in the hygiene and health sector, Essity has finalized the acquisition of Edgewell Personal Care Company's feminine care business. This acquisition, valued at approximately USD 340 million, secures a portfolio that includes the renowned brands Carefree, Stayfree, and o.b., along with global rights to the Playtex brand.

Strengthening Market Position

This strategic move is a crucial step for Essity, allowing the company to reinforce its presence in North America, which is recognized as the largest hygiene market in the world. The deal encompasses an extensive range of feminine hygiene products, including pads, liners, and tampons, which are already well-established within the market across the US, Canada, and the Caribbean. Furthermore, the acquisition includes a production facility located in Dover, Delaware, marking a boost to Essity's operational capabilities in the region.

Ulrika Kolsrud, President and CEO of Essity, articulated the company's excitement about this acquisition, emphasizing the potential for accelerated growth of these beloved brands. She stated, "As we finalize this acquisition, we look forward to accelerating the growth of these well-known brands using our established recipe for success within Feminine Care." This underscores Essity's ambition to enhance its personal care segment in North America.

Focus on High-Margin Categories

Essity has long been committed to focusing on high-margin categories, and the inclusion of Edgewell's feminine care business aligns perfectly with this strategy. The company aims to grow its market share within this lucrative sector, which has seen increasing consumer demand for quality feminine hygiene products. By integrating Edgewell's asset base, Essity will be equipped to leverage its strengths and market knowledge, propelling growth in key geographical areas.

Expanding Portfolio and Brand Recognition

Before this acquisition, Essity had already established a formidable presence in the feminine care category through various regional brands such as Libresse, Bodyform, and Nana. With the new addition of Carefree, Stayfree, and o.b., the company's product offerings will span a diverse selection of items, from pads and liners to intimate hygiene products and menstrual cups.

This expansion supports Essity's innovative approach to personal care, ensuring that they can cater to a broader audience by offering superior hygiene products. The integration is set to begin immediately, with Essity's financial statements reflecting this acquisition as of February 2, 2026.

Looking Ahead

The acquisition not only highlights the growing demand for women's health products but also marks a pivotal shift in Essity's growth trajectory within the personal care market. As consumers increasingly seek quality and reliability in hygiene products, Essity’s commitment to high-yielding categories will serve as a foundation for future growth and success.

As the company embarks on this new chapter, stakeholders and consumers alike will be keen to observe how Essity capitalizes on this strategic acquisition to enhance its market presence and drive innovation in feminine care.

For further inquiries, interested parties can contact Sandra Åberg, Vice President of Investor Relations at Essity, or Per Lorentz, Vice President of Corporate Affairs, for more details regarding this acquisition.