Essity Purchases Carefree, Stayfree, and o.b.

On Monday, hygiene and health company Essity said it completed the acquisition of Edgewell Personal Care Co.’s feminine care business, including the Carefree, Stayfree, and o.b. brands in North America and global feminine care rights for the Playtex brand. The purchase price for the assets amounts to US$340 million on a cash and debt-free basis.

The acquisition supports Essity’s strategy to focus on high margin categories and to grow market positions in the U.S., the world’s largest hygiene market, the company said. 

The completed asset deal includes a broad product portfolio of liners, pads, and tampons under well-known brands in the U.S., Canada, and the Caribbean as well as a production facility in Dover, Delaware. The operations are consolidated into Essity’s accounts as of Feb. 2.

“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,” said Ulrika Kolsrud, Essity president and CEO. “This strengthens Essity’s personal care business in North America and supports our ambition to grow in high-yielding categories and key geographies.”

Essity is a growing company in the feminine care category, with several regional brands such as Libresse, Bodyform, Nana, Saba, Libra, Nosotras, Knix, and Modibodi offering a broad product portfolio of pads, liners, tampons, intimate soaps, intimate wipes, leakproof apparel, and menstrual cups.

Edgewell expects to work closely with Essity to ensure a smooth transition for employees, customers, and consumers of the feminine care business. Edgewell and Essity entered into a Transition Services Agreement to provide certain support services in the areas of accounting, information technology, quality assurance, operations and supply chain, and sales for a period of at least one year from the closing of the transaction.

 “Completing the sale of our feminine care business is a pivotal step in Edgewell’s transformation. By simplifying our portfolio and focusing our resources on shave, sun, and skin care; and grooming, we are positioning Edgewell to be a more focused, agile, and durable personal care company,” said Edgewell President and CEO Rod Little. “The proceeds from this transaction will strengthen our balance sheet, support debt reduction, and reinvestment behind our core brands and innovation pipeline, as we look to drive sustainable growth and long‑term value for shareholders, while our feminine care colleagues gain new opportunities as part of Essity, a global leader in health and hygiene.”