#USA #Delaware #Edgewell #Essity #Feminine Care

Essity Expands its Presence in the Feminine Care Market

In a significant move to strengthen its foothold in the hygiene and health sector, Essity has successfully completed the acquisition of Edgewell Personal Care's feminine care division. This strategic acquisition, announced on February 2, 2026, involves prominent brands such as Carefree, Stayfree, and o.b., and also includes global feminine care rights for the Playtex brand, marking a notable expansion for Essity in North America.

The Financial Details

Essity has acquired these assets for a purchase price of USD 340 million, which translates to roughly SEK 3 billion. This amount is calculated on a cash and debt-free basis, reflecting Essity's commitment to investing in high-margin categories as part of its growth strategy. By concentrating its efforts on profitable segments, Essity aims to increase its market share in the U.S., widely recognized as the largest hygiene market in the world.

Comprehensive Product Portfolio

The acquisition encompasses a diverse array of products including liners, pads, and tampons, all under well-established brands in the U.S., Canada, and the Caribbean. Additionally, Essity will integrate a production facility located in Dover, Delaware, into its operational framework. This move not only enhances Essity's production capabilities but also allows for a streamlined supply chain to better serve its expanding customer base.

Ulrika Kolsrud, President and CEO of Essity, expressed enthusiasm over the acquisition, stating, "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." Kolsrud further emphasized that this deal substantially strengthens Essity's personal care business in North America, aligning with the company's ambitions to grow in high-yield categories and critical geographies.

Essity's Presence in Feminine Care

Essity is already a formidable player in the feminine care market, boasting a variety of regional brands such as Libresse, Bodyform, Nana, Saba, Libra, Nosotras, Knix, and Modibodi. These brands collectively offer a wide range of products, including pads, liners, tampons, intimate soaps, intimate wipes, leak-proof apparel, and menstrual cups. With the integration of Edgewell's portfolio, Essity is poised to meet consumer demands more effectively and enhance its competitive stance in the market.

Future Implications

The successful finalization of this acquisition is set to transform Essity's operations, expanding its market influence and diversifying its offerings in the feminine care segment. The company’s strategy reflects a broader trend in the hygiene and personal care industries, where consolidation and expansion into adjacent markets can provide significant advantages in an increasingly competitive landscape.

As Essity moves forward with this acquisition, industry analysts and consumers alike will be watching closely to see how the integration of these iconic brands will reshape the feminine care product spectrum in North America and potentially influence global trends in personal health and hygiene.

This transformative deal holds promise for Essity as it continues to seek growth opportunities and innovate within the feminine care space, ensuring that women's hygiene needs are effectively met with a range of high-quality products. The completion of this acquisition marks a pivotal moment for Essity and sets a positive precedent as it charts its future in this essential consumer category.