Sorbent to acquire Kenvue's Stayfree and Carefree business in Australia and New Zealand
- Written by: Daily Bulletin
MELBOURNE, Australia, Sept. 14, 2026 /PRNewswire/ -- Sorbent Paper Company Pty Ltd ("Sorbent") 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 business in New Zealand will be managed by Sorbent's affiliate, Cottonsoft.
The acquisition marks Sorbent and Cottonsoft's entry into the feminine hygiene category and represents a further step in their strategy to strengthen their positions in the consumer tissue category while expanding their portfolios through established consumer brands in adjacent categories.
Stayfree and Carefree are well-established feminine hygiene brands with strong consumer recognition and longstanding retail presence across Australia and New Zealand.
Following completion of the transaction, Sorbent and Cottonsoft intend to leverage their respective local market expertise, customer relationships, commercial capabilities and integrated supply chain to support the continued development of the Stayfree and Carefree businesses in Australia and New Zealand.
The transaction is subject to regulatory approval in Australia and New Zealand and other customary closing conditions, as well as the completion of the Kimberly-Clark and Kenvue transaction. Financial terms of the transaction have not been disclosed.
"We are pleased to have reached an agreement with Kenvue to add Stayfree and Carefree to our growing consumer portfolio in Australia and New Zealand. This acquisition reflects our focus on investing in established consumer brands with strong local positions and deep consumer recognition.
Stayfree and Carefree would be great additions to our heritage brands Sorbent and Handee in Australia, as well as Paseo, Cottonsoft and KiwiSoft in New Zealand. As we continue to strengthen our product offering and bring the best of the world to discerning consumers across ANZ, we will also be able to serve our customers even more closely through our expanded portfolio."
- Nishant Grover, Co-Chair, Investments
About Stayfree and Carefree
Stayfree and Carefree are established feminine hygiene brands serving consumers across Australia and New Zealand. Their product portfolios include pantyliners, pads and tampons.
Carefree has a long history as a pioneer in the pantyliner category, while Stayfree is recognised for its range of ultra-thin pads and rapid absorption technology. Together, the brands have built strong consumer awareness and longstanding retail presence in the Australian and New Zealand feminine care markets.
About Sorbent Paper Company
Sorbent Paper Company is an Australian consumer tissue business with a heritage dating back to 1952. Sorbent manufactures (in Melbourne & Sydney) and distributes bathroom and facial tissues under the Sorbent brand, while kitchen towels are sold under the Handee brand. Sorbent Professional and Livi branded products are sold to Away From Home customers. Sorbent is focused on building trusted consumer and professional brands and serving customers across Australia through its local manufacturing, commercial and distribution capabilities.
About Cottonsoft
Cottonsoft is a New Zealand-operated and managed tissue converting company with a heritage dating back to 1986. The company manufactures and distributes tissue and hygiene products for consumers and businesses across New Zealand, with operations in Auckland and Christchurch. Cottonsoft's consumer portfolio includes established brands such as CottonSofts, Paseo, Tuffy, EarthSmart and KiwiSoft, alongside its professional and Away From Home product offerings. The company has built longstanding relationships with customers across the New Zealand retail, wholesale and commercial markets, supported by local manufacturing and distribution capabilities.
Daily Bulletin
