In a significant move that strengthens its presence in the personal hygiene sector, Swedish hygiene and health company Essity AB has announced the acquisition of Edgewell Personal Care’s North American feminine care business, which includes well-known brands Carefree, Stayfree, and Playtex, for $340 million. This deal marks Essity’s strategic expansion in one of the world’s largest hygiene product markets — the United States and Canada.
Deal Overview
Essity AB confirmed the acquisition through an official statement, noting that the purchase includes the rights to use these brands in North America, the Caribbean, and parts of Latin America. These brands, formerly managed by Edgewell Personal Care Company, have a strong market presence and loyal customer base across multiple regions.
The transaction, valued at $340 million (approximately SEK 3.8 billion), is expected to close during the first half of 2026, subject to regulatory approvals.
According to Essity’s CEO Magnus Groth, this acquisition aligns perfectly with the company’s mission of expanding in high-value categories and accelerating growth in markets with strong consumer demand.
About Essity AB
Essity AB is a global hygiene and health company headquartered in Stockholm, Sweden. The company develops, produces, and sells products in the personal care, consumer tissue, and professional hygiene categories.
Essity operates in more than 150 countries, offering well-known global brands such as Libresse, Bodyform, Nosotras, TENA, Tempo, and Vinda.
- Founded: 1929
- Headquarters: Stockholm, Sweden
- CEO: Magnus Groth
- Revenue (2024): Approximately SEK 160 billion
- Employees: Around 45,000 worldwide
The company’s strategy focuses on sustainability, innovation, and global expansion through both organic growth and strategic acquisitions.
Details of the Acquisition
- Acquirer: Essity AB
- Seller: Edgewell Personal Care Company
- Acquired Brands: Carefree, Stayfree, Playtex
- Deal Value: $340 million
- Regions Included: North America, Caribbean, and parts of Latin America
- Expected Completion: First half of 2026
- Funding: Internal cash and available credit facilities
The acquisition includes manufacturing, distribution, and intellectual property rights for these brands in the covered regions. Essity aims to integrate these brands into its existing portfolio to strengthen its position in the feminine hygiene market, particularly in the U.S. and Canada.
Strategic Importance of the Deal
The feminine care segment is one of the fastest-growing categories in the hygiene market. With increasing awareness of personal hygiene, the demand for high-quality and sustainable feminine products has surged globally.
Essity’s acquisition of Carefree, Stayfree, and Playtex gives it immediate access to:
- A well-established consumer base in the North American market.
- Trusted and recognized brand names with decades of consumer loyalty.
- Distribution channels in major retail stores and e-commerce platforms.
- Synergies in supply chain and product innovation.
This move will also allow Essity to leverage its expertise in sustainable and eco-friendly hygiene products to modernize and revitalize these brands.
Market Impact and Growth Potential
The U.S. feminine care market alone is valued at over $5 billion, with steady annual growth driven by innovation and premium product demand. By adding these brands, Essity strengthens its North American footprint, a region previously underrepresented in its global portfolio.
Industry experts suggest that this acquisition will help Essity compete more effectively with giants like Procter & Gamble (Always, Tampax) and Kimberly-Clark (Kotex).
Additionally, Essity has been investing in digital marketing, sustainability, and recyclable packaging, which could further increase the appeal of its products among younger consumers.
About Edgewell Personal Care Company
Edgewell Personal Care is a U.S.-based consumer products company that owns popular brands like Schick, Banana Boat, Hawaiian Tropic, and Bulldog. The sale of its feminine care division is part of its strategic plan to focus on men’s grooming, sun care, and skincare segments.
This divestment allows Edgewell to streamline operations and reallocate resources to its most profitable and growing categories.
Essity’s Commitment to Sustainability
Essity has long been recognized for its strong commitment to environmental and social responsibility. The company has pledged to make all its packaging recyclable or reusable by 2030 and to reduce greenhouse gas emissions across its operations.
Through this acquisition, Essity also plans to introduce more sustainable materials and production processes into the Carefree, Stayfree, and Playtex product lines.
Future Outlook
The acquisition opens a new chapter for Essity in North America, positioning it as one of the region’s leading players in feminine hygiene. Analysts believe that the company will benefit from:
- Enhanced brand portfolio and consumer reach.
- Stronger distribution in retail and e-commerce.
- Cross-market synergies between global and regional brands.
- Innovation-driven product development in hygiene and health.
Essity is expected to focus on product innovation, improved packaging, and sustainable alternatives, aiming to rebrand these legacy names for the next generation of consumers.
Outcome
Essity AB’s acquisition of Carefree, Stayfree, and Playtex marks a major milestone in its journey to become a global leader in feminine hygiene and personal care. The $340 million deal not only expands its market reach but also reinforces its commitment to sustainability and innovation.
As the company integrates these iconic brands into its portfolio, it is poised to capture significant growth in the North American market while advancing its mission to improve hygiene and health for millions of people worldwide.
Source: Essity.com, Reuters, PR Newswire, Investing.com, Business Wire
