Sorbent to Acquire Kenvue’s Stayfree and Carefree Business in Australia and New Zealand

Sorbent Paper Company Pty Ltd has signed an agreement with Kenvue’s Singaporean subsidiary to acquire its Stayfree and Carefree feminine care business in Australia and New Zealand.

Following completion of the transaction, the New Zealand business will be managed by Sorbent’s affiliate, Cottonsoft. The acquisition will mark the companies’ entry into the feminine hygiene category and represents a further step in their strategy to strengthen their positions in consumer tissue while expanding into adjacent categories through established consumer brands.

Stayfree and Carefree are established feminine hygiene brands with longstanding retail presence and consumer recognition across Australia and New Zealand.

Sorbent and Cottonsoft said they intend to use their respective local market expertise, customer relationships, commercial capabilities and integrated supply chains to support the continued development of the two brands following completion of the transaction.

The deal remains subject to regulatory approval in Australia and New Zealand, other customary closing conditions and completion of the Kimberly-Clark and Kenvue transaction. Financial terms were not disclosed.

The acquisition would add Stayfree and Carefree to Sorbent’s existing portfolio, which includes Sorbent and Handee in Australia and Paseo, Cottonsoft and KiwiSoft in New Zealand.

“This acquisition reflects our focus on investing in established consumer brands with strong local positions and deep consumer recognition,” Sorbent said, adding that the expanded portfolio would support closer service to customers across Australia and New Zealand.