Essity Expands Brazilian Footprint with $284 Million Kenvue Deal
With a $284 million cash purchase, Swedish hygiene giant Essity is moving to consolidate its presence in the Latin American market by acquiring Kenvue’s Brazilian feminine care business. The deal secures control over legacy brands including Carefree, Sempre Livre, and o.b., signaling a major shift in the region's competitive landscape.
The acquisition includes not only the rights to these established sanitary pad and tampon brands but also the necessary manufacturing equipment to support production in Brazil. For the twelve-month period ending June 30, 2026, the business generated net sales of approximately 800 million BRL. Essity CEO Ulrika Kolsrud described the move as a strategic push into one of the world's most significant hygiene markets, where the company already maintains a leadership position in incontinence products through its TENA brand.
Finalization of the transaction remains dependent on regulatory approvals in Brazil and the successful completion of a separate deal between Kimberly-Clark and Kenvue. If conditions are met, the acquisition is slated to close in the second quarter of 2027. This purchase follows Essity’s recent expansion into North America, where the company acquired the Carefree, Stayfree, and o.b. brands from Edgewell Personal Care earlier this year.
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