Essity used 2025 to expand its product portfolio, strengthen its North American footprint and reshape its organization for faster growth.
Innovation remained central. During the year, Essity introduced new and upgraded products across key categories: TENA ProSkin Stretch Day & Night for incontinence care, an automatic Tork PeakServe dispenser for professional hygiene, improved Saba and Nosotras menstrual protection with SmartProtect technology, and enhanced Cutimed Siltec Sorbact for wound care.
In Consumer Tissue, the company reinforced value-focused segments such as Cushelle Simply Soft and Lotus Comfort. Essity reported its highest-ever product superiority levels in 2025. In the fourth quarter, it gained market share in more than 65% of branded retail sales.
A major strategic step was the acquisition of Edgewell’s feminine care business in North America. The addition of Carefree, Stayfree and Playtex strengthens Essity’s Personal Care position in a priority growth region.
Ulrika Kolsrud, who assumed the CEO role in 2025, also initiated structural changes aimed at increasing speed and accountability. A new decentralized organization took effect on January 1, 2026, alongside a cost-savings program targeting sales and administrative expenses.
The measures are designed to accelerate growth and sharpen focus on high-potential categories and markets.
The full Annual Report 2025, including the CEO’s message and sustainability disclosures, is available on essity.com.
Essity is a global hygiene and health company developing products and solutions that improve well-being. Its portfolio includes leading brands in incontinence care, feminine care, baby care, professional hygiene, medical solutions and consumer tissue. The company operates in approximately 150 countries and focuses on innovation, sustainability and strong market positions in growing hygiene and health segments. Essity is listed on Nasdaq Stockholm.
Source: Essity
