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Essity's New Acquisition: A Game Changer for Feminine Care

Essity, a leading hygiene and health company, has recently finalized an agreement to acquire the feminine care segment of Edgewell Personal Care. This acquisition, valued at $340 million, includes several prominent brands that are well-known in the North American market. Brands such as Carefree, Stayfree, and o.b. will now fall under Essity's umbrella, alongside the global feminine care rights for Playtex.

Details of the Acquisition

The acquisition is structured as an asset deal, enabling Essity to enhance its portfolio in a vital segment of personal care. Specifically, Essity will take over Edgewell’s offerings of liners, pads, and tampons, which are an essential part of the feminine hygiene market. Notably, this deal also encompasses the production facility located in Dover, Delaware, which has about 500 employees—450 of whom are based at the Dover plant.

Ulrika Kolsrud, Essity's President and CEO, expressed her enthusiasm about the acquisition, stating, "I'm looking forward to further grow these well-known brands, using our established recipe for success within Feminine Care. This acquisition will build a stronger personal care business in North America, in line with our strategy to focus on high-yield categories in attractive geographies."

With this acquisition, Essity signals its intent to solidify its market position in the world's largest hygiene market, the United States. The targets for development are high-margin categories that promise better returns on investment.

Financial Aspects of the Deal

According to financial reports, for the twelve months ending June 30, 2025, Edgewell's feminine care business registered net sales of $261 million, accompanied by a segment operating profit of $17 million. This deal was noted to have an EBITDA multiple per June 30, 2025, of approximately 12.1 times on a pro-forma IFRS basis. Estimations include a reduced multiple of 8.3 times when accounting for projected run-rate synergies.

Future Prospects and Market Positioning

The transaction is pending customary regulatory approvals, with expectations it will close in the first quarter of 2026. Essity is strategically positioned in the feminine care market, backed by a portfolio housing various strong regional brands, such as Libresse, Bodyform, Nana, Saba, Libra, and Nosotras.

All these brands contribute to a diverse product range that includes pads, liners, tampons, intimate soaps, intimate wipes, leakproof apparel, and menstrual cups. This acquisition not only expands Essity’s product offerings but also emphasizes its commitment to women’s health and hygiene.

On November 13, 2025, Essity will host a conference call and audio webcast to discuss the acquisition's implications with media, investors, and analysts. This will provide stakeholders with further insights into how Essity plans to leverage this acquisition for future growth.

In conclusion, with the acquisition of Edgewell's feminine care brands, Essity is gearing up to expand its already robust presence in the hygiene market. This strategic move is expected to yield significant benefits in positioning and market reach as they continue to innovate and offer high-quality feminine care products to consumers across North America.

For further updates on this acquisition and the future of Essity in the feminine care market, interested parties can access the live audio webcast or participate in the associated conference call.