Essity marks 50 years of Nosotras and reinforces its leadership in the feminine care sector in Latin America

Essity, the global hygiene and health leader, is celebrating the 50th anniversary of Nosotras, one of Latin America’s most influential feminine care brands. This milestone reflects five decades of innovation, empowerment, consumer understanding and category expansion. It also underscores Essity’s growing market leadership in Latin America through its three regional power brands, Nosotras, Saba and Libresse which together drive the company’s strategy to break barriers for well-being across the continent. A regional celebration of confidence, diversity and empowerment.

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Fifty years of product leadership and market innovation

Founded in Medellín in 1975, Nosotras has continuously transformed the menstrual care category by introducing innovations such as:

  • The first adhesive pads in Colombia in the 80’s,
  • Breakthrough developments including thin pads, maternity pads, panty liners and support to managing periods through Nosotras’ V-App,
  • High-performance technologies like CurV and Max CurV,
  • Reusable menstrual underwear and expanded sustainable product lines.

Today, Nosotras holds a 60% value market share in Colombia and has a footprint in more than 10 Latin American markets. Alongside Saba, Essity’s leading brand in Mexico and Central America, and Libresse in Brazil, Essity reaches millions of consumers with a portfolio of reusable and single-use menstrual products tailored to local needs, lifestyles and cultural expectations.

Across the region, Essity brands are recognized for leadership in innovation, quality and consumer closeness. Libresse continues to challenge societal stigmas in Brazil, and Saba drives category growth across Mexico and Central America through strong brand equity and impactful educational programs.

A regional impact model reaching more than 75 million people

Nosotras’ influence extends well beyond product innovation. Essity operates one of the largest menstrual education programs in Latin America, reaching:

  • 17 million girls and boys through school-based programs,
  • 2,600 schools across 28 Colombian departments,
  • 1.5 million students annually through menstrual health and puberty education,
  • 1 million menstrual health kits distributed in 2024 alone.

The company’s regional movement “Bullying by Loving”, led by Nosotras, has reached 75 million people, promoting selflove, empathy and anti-bullying messages. The initiative positions Essity as a catalyst for social progress and cultural transformation.

“With Nosotras, Saba and Libresse, Essity continues to extend its innovation and market leadership in menstrual health across Latin America, supported by strong innovation and consumer trust,” said Tuomas Yrjölä, President Personal Care Essity. “For five decades, we have transformed conversations once considered taboo, expanded access to education and delivered innovations that empower consumers. Our ambition is clear: to keep breaking barriers for well-being and to shape a market where confidence, equity and modernity define the future of feminine care.”

Sustainability and digital leadership: a competitive differentiator

Essity is accelerating environmental and digital innovation across its Latin American operations through:

  • Colombia’s first carbon neutral feminine care plant powered 100% by renewable energy in Rionegro,
  • Responsible packaging using recyclable and recycled materials,
  • Supply chain initiatives that reduce waste and transportation impact.

Nosotras also leads digital engagement in the period care category, with:

  • Over 2 million downloads of the V-App menstrual tracking platform,
  • The largest YouTube channel of any feminine care brand in Latin America,
  • Strong organic growth across TikTok and next generation platforms.

These capabilities strengthen Essity’s ecosystem, enabling deeper engagement with consumers, particularly younger audiences, and amplifying the collective reach of Nosotras, Saba and Libresse.

A recent illustration of Nosotras’ purpose in action

In 2025, as part of its 50th anniversary celebrations, Nosotras brought its purpose to life at Colombiamoda with the “Shine Without Fear” (Brilla Sin Miedo) fashion show, developed in partnership with Colombian fashion brand Flashy. Blending fashion, culture and purpose, the activation highlighted messages of confidence and self-expression through a diverse cast of models, reinforcing Nosotras’ long-standing commitment to inclusion and authentic beauty, values that are central to Essity’s purpose in the region.

“This anniversary is not only a tribute to our history, but a reaffirmation of the future we are building for millions of women,” a Nosotras representative said during the event. “Our mission remains to create a world of confidence and freedom by breaking taboos and empowering women and girls to navigate every stage of life without fear.”