Kimberly-Clark to Divest Fem Care Brands in Europe Ahead of Kenvue Deal

Kimberly-Clark has agreed to exit the tampon market in the European Economic Area (EEA) amidst concerns that its acquisition of Kenvue would reduce competition in the market. The  European Commission has approved the deal following Kimberly-Clark’s offer to divest all of its tampon and other feminine hygiene brands in the EEA including intellectual property rights, know-how and associated key employees and relationships. 

“One of the issues that concerns many women is the price of feminine hygiene products. These are essential products that women cannot do without,“ says Teresa Ribera, executive vice president for Clean, Just and Competitive Transition. “That is why, when assessing Kimberly-Clark’s acquisition of Kenvue, we paid particular attention to the risk of reduced competition in the tampon markets in Czechia, Estonia and Slovakia. Kimberly-Clark’s commitment to divest its feminine hygiene brands, including Kotex, Camelia and Record, will preserve competition, choice and affordable prices for women.“

Dilek, a Turkish manufacturer of hygiene products, has agreed to buy K-C’s fem care business including the Kotex, and the Lidie sub-brand, Camelia, and Record brands. Following a careful review of Dilek’s business plan with the help of an independent adviser, the commission concluded that Dilek is a suitable purchaser given that it has, among others, the financial resources to maintain and develop the divested business, as well as the expertise to operate it effectively as a viable and active competitive force.

Dilek significantly expanded its role in the feminine care market in 2025 when it purchased Ontex’s Turkish operations, including the Canbebe and Canped brands and a production facility in Istanbul. 

The EU is not the only region that has voiced concerns over the size and scope of Kimberly-Clark’s feminine care business following the Kenvue acquisition.  Last month, Kenvue sold its Stayfree and Carefree brands in Australia and New Zealand to Sorbent Papers following concerns of consumer commissions in those countries. 

Additionally, soon after the Kimberly-Clark deal was announced, Kenvue divested the Stayfree and Carefree brands in Brazil in a deal with Essity.