Market context

The global personal care market is being reshaped by impactful trends - growing demand for more sustainable products, shifting demographics, rising consumer expectations for personalization and digital solutions, and a cultural shift toward breaking taboos around topics such as menstruation and incontinence. At the same time, challenges such as economic uncertainty, cost pressures, and intense competition require agility and innovation. Essity is uniquely positioned to meet evolving needs of consumers and retailers, combining insight driven superior innovations, sustainability and operational excellence to ensure that our offerings remain relevant, necessary and impactful. 

Market leadership

We strive to grow in the markets where we lead, and challenge in the markets where we have the right to win. Essity is the global leader in incontinence care with pioneering solutions under the globally leading brand TENA. We hold leading market positions in Europe, Latin America, Australia and the Nordics with trusted and purposeful local brands in feminine, baby and beauty care. As a global leader in our categories, we are actively working to raise awareness and educate around menstrual health and incontinence to close health gaps, break stigmas and drive societal progress. 

Our portfolio

Essity’s portfolio in Personal Care combines strong global and local brands in feminine, incontinence and baby care. We offer a broad range of products - from innovative incontinence care solutions and leakproof apparel to advanced feminine hygiene and baby care essentials.  

  • Feminine care
    We offer a broad portfolio of pads, panty liners, tampons, intimate soaps and wipes, leakproof apparel, and menstrual cups, supported by over 40 years of expertise. As the fifth largest player worldwide, Essity leads in Latin America with Saba and Nosotras, holds strong positions in Europe with Libresse, Bodyform and Nana, dominates in Australia with Libra, TOM Organic and Modibodi. In North America, we offer leakproof apparel under the brand Knix.  

  • Incontinence care
    Under the brand TENA, Essity offers a comprehensive range of products - from TENA Discreet liners and pads for light incontinence, to TENA Men. Through dedicated digital platforms, TENA offers consumer education, personalized solutions, and convenient access to products, reinforcing Essity’s leadership in empowering confidence and dignity across life stages.

  • Baby care
    Essity offers baby diapers and baby care products such as wet wipes, shampoo, lotion, and baby oil. Essity is the fifth largest player globally with sales mainly in Europe where Essity is the second largest player with the Libero and Lotus brands, as well as retailer brands. Essity’s strongest market is the Nordic region, where the Libero brand is the market leader.

  • Beauty care
    Under the brand Demak’Up, Essity offers soft pads, wipes as well as expert ranges like Cocoon, Sensitive and Bio, for gentle, effective facial cleansing and makeup removal. Available in selected markets in Europe and Latin America, Demak’Up brings confidence and comfort to daily beauty routines.

Value proposition

We deliver long-term value by combining insight driven superior innovations, sustainability and operational excellence. Our trusted, award-winning brands are recognised for their quality, reliability, and ability to meet the evolving needs of end-users and retail customers worldwide.  Our solutions reach customers and shoppers through relevant on-line and offline channels with effective go-to-market strategies, building strong, strategic partnerships and creating value for customers, while setting new standards in personal care. Together, we are building a better future for people to live with confidence, dignity and well-being in all stages of life.