STOCKHOLM – Global hygiene and health company Essity announced Thursday it has entered into an agreement to acquire the North American feminine care business of Edgewell Personal Care for $340 million in a move to significantly expand its market share in the United States.
The acquisition includes the well-known brands Carefree, Stayfree, and o.b. in the U.S., Canada, and the Caribbean, as well as the global feminine care rights to the Playtex brand. The deal also encompasses a production facility in Dover, Delaware, which employs approximately 450 people.
The transaction, valued at approximately 3.2 billion Swedish kronor, is structured as an asset deal and is expected to be finalized in the first quarter of 2026, pending regulatory approvals.
“This acquisition supports our strategy to focus on high-margin categories and to grow market positions in the U.S., the world’s largest hygiene market,” said Ulrika Kolsrud, President and CEO of Essity, in a statement.
Kolsrud expressed confidence in integrating the new brands, stating, “I’m looking forward to further grow these well-known brands, using our established recipe for success within Feminine Care. With this acquisition we are building a stronger personal care business in North America.”
For the 12-month period ending June 30, 2025, the business being acquired reported net sales of $261 million. The purchase price represents an EBITDA multiple of approximately 12.1x, which adjusts to 8.3x when including estimated cost-saving synergies.
Essity, which already owns a portfolio of regional feminine care brands including Libresse and Bodyform, stated the acquisition will bolster its presence in a key geographic market and enhance its product offerings in pads, liners, and tampons. The business employs about 500 people in total.
