Essity has agreed to acquire Edgewell's feminine care business in North America for USD 340 million, aiming to bolster its market share and profitability in the growing hygiene sector.

Target Information

Essity, a prominent hygiene and health company, has signed an agreement to purchase Edgewell Personal Care’s feminine care business in North America. This acquisition includes well-known brands such as 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 acquisition also encompasses a production facility located in Dover, Delaware. The total purchase price for these assets is USD 340 million, which translates to approximately SEK 3.2 billion on a cash and debt-free basis.

This strategic move aligns with Essity's objective to concentrate on high-margin product categories and enhance its market presence in the United States, recognized as the world's largest hygiene market. The acquired business offers a variety of feminine hygiene products, including liners, pads, and tampons, thereby expanding Essity's already diverse product portfolio within the feminine care sector.

Industry Overview

The feminine care market in North America is characterized by strong demand and robust growth prospects. Driven by rising awareness of personal hygiene and an evolving cultural landscape, the sector has experienced significant innovation