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Deal includes Carefree, Sempre Livre and o.b. brands
Essity has struck a deal to acquire Kenvue’s feminine care business in Brazil, including some of the same market leading brands it acquired in North America earlier this year. In a $284 million cash deal, Essity will take control over the Carefree, Sempre Livre and o.b. brands and strengthen its position as a market leader in feminine care in Latin America.
In addition to ownership of the Carefree, Sempre Livre and o.b. brands for sanitary pads, liners and tampons, the asset purchase also includes manufacturing equipment in Brazil. For the 12-month period ending June 30, 2026, the acquired business had net sales of slightly under $150 million with good profitability.
“With this acquisition we establish a strong position in feminine care in Brazil and it marks another step in our strategy to grow in our most value-creating categories. Brazil represents a significant growth opportunity in hygiene and health, where we already hold a leading position in incontinence products,” says Ulrika Kolsrud, president and CEO of Essity.
The transaction is subject to regulatory approval in Brazil and other customary closing conditions as well as the completion of the Kimberly-Clark and Kenvue transaction and is expected to close during the second quarter of 2027.
In February 2026, Essity acquired the Carefree, Stayfree and o.b. brands in North America from Edgewell Personal Care, marking its first significant entry into the North American feminine hygiene segment.
Brazil is one of the world’s largest hygiene markets and the fourth-largest feminine care market. Essity is currently a market leader in incontinence products in Brazil with its Tena brand and currently has a production site Jarinu. It also has a established presence in the Professional Hygiene and Medical Solutions categories.
Read more about Kimberly-Clark’s proposed acquisition of Kenvue.
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