Essity

Essity is the sort of company people use without thinking about it: tissue, hygiene products, incontinence care, and other everyday paper-and-care lines. By our assessment, it is strong at making the unremarkable things that households, clinics, and workplaces go through constantly and expect to be there. The downside is that this is a low-drama consumer and healthcare business, so its appeal is steadiness rather than excitement. In practice the products are the kind you notice only when they are missing, which is exactly how this category works. Compared with flashy consumer brands, Essity sits closer to the boring end of the shelf, but that is also where reliability matters. It makes sense for buyers who want familiar hygiene and care products; it is not for anyone looking for a brand built on novelty.