EU clears Kimberly-Clark's $48.7 billion Kenvue takeover

· Beauty & Fashion · United States · Belgium

The European Union on Tuesday, October 13, approved US consumer goods giant Kimberly-Clark's USD 48.7-billion purchase of major health company Kenvue after the company agreed to divest feminine hygiene brands in Europe to keep them affordable. Texas-based Kimberly-Clark makes a wide range of paper and fabric-based products and would add Kenvue's consumer health brands, which include Neutrogena. The EU clearance follows a remedies package rather than an unconditional green light, showing regulators' concern that combining the two consumer portfolios could concentrate the feminine care category. The merged group would rank among the largest consumer health and personal care players, reshaping competition in skincare and everyday hygiene products across Europe.

Why it matters：EU clearance with divestitures sets the terms for one of the largest consumer health and personal care mergers, affecting competition in skincare and hygiene across Europe.

Key points

  • Deal valued at USD 48.7 billion
  • EU approval conditional on divesting European feminine hygiene brands
  • Kenvue owns Neutrogena; Kimberly-Clark is based in Texas

Sources (original reporting)

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