Essity acquires Edgewell’s feminine care portfolio in USD 340M deal
Essity views this move as a way to accelerate profitable growth and leverage Edgewell’s strong brand equity in feminine care products.
USA – Essity has significantly strengthened its health and hygiene portfolio by acquiring Edgewell Personal Care’s feminine care business for USD 340 million.
This acquisition includes well-known brands such as Carefree, Stayfree, and Playtex in North America, as well as o.b. and Playtex.
The deal marks a strategic expansion for Essity in the North American feminine care market, enhancing its footprint in this growing segment.
The acquisition aligns with Essity’s ambition to expand its global market leadership in hygiene and health by integrating these established feminine care brands into its existing portfolio.
Rod Little, Edgewell President and CEO, stated, “By selling our Feminine Care business to Essity, we are sharpening our focus on our core categories, strengthening our financial position, and positioning Edgewell for sustainable, long-term growth.”
“This is a win for our shareholders who will benefit from a more agile and focused company; for our customers, who will continue to receive innovative products and dedicated service; and for our employees, who will have new opportunities for growth and success with Essity, a global leader in health and hygiene.”
This strategic transaction is expected to create new opportunities for Essity in the fast-growing intimate hygiene category, thereby contributing to sustainable, long-term value creation.
The acquisition further consolidates Essity’s position as a major player in the hygiene industry, complementing its current offerings in incontinence care, professional hygiene, and medical solutions.
Essity has a track record of growth through acquisitions and innovation, having recently acquired other companies in related segments, including leakproof apparel brands like Knix and Modibodi.
This latest feminine care acquisition is a continuation of Essity’s strategy to expand in areas of high consumer demand and market potential.
Meanwhile, Edgewell recently announced the elimination of the Chief Operating Officer (COO) role, effective October 1, 2025, following Dan Sullivan’s departure.
Sullivan, who had been COO since 2024 after serving as CFO, was credited with helping scale the business and enhancing brand execution.
The company is restructuring its leadership by adopting a regional hub model to boost operational efficiency, accelerate decision-making, and enhance accountability.
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