Essity buys Kenvue's Brazilian feminine care business for USD 284 million, adding Carefree, Sempre Livre and o.b. brands
Executive summary: Essity entered into an agreement to acquire Kenvue's feminine care business in Brazil, comprising the Carefree, Sempre Livre and o.b. brands, for USD 284 million. The acquisition gives Essity control of leading feminine care brands in Brazil, boosting its market share in a key emerging‑market segment and expanding its personal‑hygiene portfolio.
Who is involved: Essity (Swedish hygiene and health company), Kenvue (consumer‑health arm of Johnson & Johnson), and the Brazilian feminine‑care market.
Likely next: The transaction will proceed to closing after satisfying standard conditions, including antitrust review by Brazil’s Administrative Council for Economic Defense (CADE), with integration of the brands expected thereafter.
Essity has agreed to acquire Kenvue's feminine care operations in Brazil, which include the market‑leading brands Carefree, Sempre Livre and o.b., for a purchase price of approximately USD 284 million. The deal expands Essity’s presence in Latin America’s fast‑growing feminine care segment and strengthens its portfolio of personal‑hygiene products. Completion is subject to customary closing conditions, including antitrust clearance from Brazilian authorities.
Timeline
- — Essity acquires feminine care business in Brazil (PR Newswire)
Analysis — what this means
Sectors affected
- Feminine care (Brazil)
- Personal hygiene products
Key entities
Sources
- Essity acquires feminine care business in Brazil — PR Newswire