The Libretta brand will change its name to Libretta

The rebranding process was launched in December 2024 and will be completed in 2025. The change to a new name will not affect the quality of the products, the company assured.

“We are updating the name and positioning of the brand, focusing primarily on the opinion of Russian consumers. The new title Libretta had a positive reception among the female audience. It is euphonious and easy to remember,” said EvoCom CEO Artem Lebedev, whose words are quoted in the message.

He also noted that the company aims to increase sales and increase the share of the Libretta brand in the Russian market, as well as expand the product line. Lebedev added that the company is considering options to enter foreign markets.

The packaging design of the new product is being developed; It is noted that it should “reflect the values ​​of the new brand and the preferences of Russian customers.” Products with the new design will reach stores and markets in the summer of 2025.

• The Swedish company Essity, which produces Libresse sanitary napkins, has been operating in Russia since 1994 and has factories in the Tula and Leningrad regions. The buyer of the company’s business in 2023 was New Technologies LLC, owned by businessman Igor Shilov, which paid 1.2 billion Swedish crowns, or 117 million dollars (about 10 billion rubles at the July exchange rate 2023).
• On June 19 of this year, Essay Hygin Products LLC changed its name to Evolution Comfort LLC (EvoCom LLC). In July, the Libresse brand changed to the Russified name “Libresse.” Russification of the brand was a condition of the agreement to sell the Swedish business to Russian players.