Who Owns Depend?
Depend is owned by Kimberly-Clark Corporation (NASDAQ: KMB), which introduced the brand nationally in 1984 after a 1983 test market as Conform. Depend makes adult absorbent products — underwear, briefs, guards, and underpads — and holds roughly half the US adult incontinence market. Parent net sales were $16.4 billion in FY2025.
Parent Company
Founded
1984
Status
Publicly Traded
Headquarters
Depend Timeline
Who Owns Depend?
- Parent Company: Kimberly-Clark Corporation
- Ownership Type: Wholly owned
- Company Type: Publicly Traded
- Stock Ticker: NASDAQ: KMB
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Depend | Kimberly-Clark Corporation | Wholly owned |
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History of Depend
- Founded: 1984
- Founders: Kimberly-Clark Corporation
Kimberly-Clark developed its adult incontinence line in the early 1980s, applying Huggies diaper technology to an underserved adult market. The products debuted as liners under the Conform name in Green Bay, Wisconsin, in 1983, with the Depend brand and shields added for national rollout in 1984. Fitted briefs for heavy incontinence arrived in 1985.
The brand pioneered the retail incontinence category in the US — previously the segment was institution-oriented with little consumer framing. Depend introduced the Absorb-Lock gel core in 1988, added pull-up style disposable underwear in 1998, and progressively made products look and fit more like ordinary underwear.
Over four decades Depend became the dominant US adult incontinence brand, holding roughly half the market, and remains Kimberly-Clark's principal adult-care franchise alongside the women's bladder-protection line Poise.
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About Kimberly-Clark Corporation
What does Kimberly-Clark own?
Kimberly-Clark owns Kleenex, Huggies, Scott, Cottonelle, Viva, Pull-Ups, GoodNites, Depend, and Poise. Upon completion of the Kenvue acquisition, the portfolio will also include Tylenol, Listerine, Band-Aid, Neutrogena, Aveeno, Zyrtec, and Johnson's. The international tissue business, including Andrex and Kimberly-Clark Professional outside North America, will transfer to the Suzano JV in mid-2026.
Is Kimberly-Clark publicly traded?
Yes. Kimberly-Clark trades on NASDAQ under the ticker KMB. The company is a component of the S&P 500 index and a Dividend Aristocrat with 50+ consecutive years of dividend increases.
Is Kimberly-Clark acquiring Kenvue?
Yes. On November 2, 2025, Kimberly-Clark announced a definitive merger agreement to acquire Kenvue for approximately $48.7 billion in cash and stock. Shareholders of both companies approved the transaction on January 29, 2026. The HSR waiting period expired on February 4, 2026. The transaction is closed on November 2, 2026. The combined company would generate approximately $32 billion in annual revenue.
What is Kimberly-Clark's revenue?
Kimberly-Clark reported FY2025 net sales of $16.4 billion, down 2.1% from the prior year due to the PPE divestiture and private label diaper exit. Organic sales grew 1.7%. Adjusted EPS was $7.53, up 3.2%. For 2026, the company expects organic sales growth in line to ahead of approximately 2% market growth.
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Who owns Kleenex?
Kleenex is owned by Kimberly-Clark Corporation. The brand was introduced in 1924 and has become one of the most recognized facial tissue brands globally, with the brand name genericized in many countries. Following the Suzano JV closing, Kleenex will be licensed to the joint venture for international use while remaining a Kimberly-Clark brand in North America.
Who owns Huggies diapers?
Huggies is owned by Kimberly-Clark Corporation. The brand was launched in 1978 and competes directly with P&G's Pampers as one of the two dominant diaper brands in the United States.
What is the Kimberly-Clark Suzano joint venture?
The Kimberly-Clark Suzano joint venture is a $3.4 billion transaction announced on June 5, 2025, under which Suzano, the Brazilian pulp producer, will acquire a 51% interest in Kimberly-Clark's international tissue and professional business. Kimberly-Clark will retain 49%. The JV includes 22 manufacturing facilities in 14 countries and approximately 9,000 employees. The transaction closed on November 2, 2026.
Who is the CEO of Kimberly-Clark?
Mike Hsu serves as Chairman and CEO of Kimberly-Clark. He has led the company since 2019 and is the architect of the Powering Care transformation strategy, which includes the Kenvue acquisition and the IFP Suzano JV.
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- Founded: 1872
- Headquarters: Irving, Texas, USA
- Company Type: Publicly Traded
- Stock: NASDAQ: KMB
- Revenue: $16.4B (FY2025)
- Employees: ~43,000
Where Is Depend Made / Based?
- Headquarters: Irving, Texas, USA
- Manufacturing / Operations: United States, Mexico
Depend Categories & Tags
Depend Sustainability & Ethics
Depend products fall under Kimberly-Clark's sustainability and fiber-sourcing programs. As a disposable line they share the category's waste profile; the brand's social contribution is destigmatizing incontinence and enabling mobility for users.
Brands Owned by Kimberly-Clark Corporation
Household Consumer GoodsCottonelle
Owned by Kimberly-Clark Corporation
Bathroom tissue and flushable wipes brand created by Scott Paper in 1972, owned by Kimberly-Clark since the 1995 merger.
toilet-paperflushable-wipesbathroom-tissue
Baby CareGoodNites
Owned by Kimberly-Clark Corporation
Kimberly-Clark's nighttime bedwetting underpants brand launched in 1994, sold as DryNites outside North America.
bedwettingnighttime-underweardiapers
Baby CareHuggies
Owned by Kimberly-Clark Corporation
Kimberly-Clark's diaper and baby wipes brand launched in 1978, one of the two dominant global diaper franchises alongside Pampers.
diapersbaby-carewipes
Household Consumer GoodsKleenex
Owned by Kimberly-Clark Corporation
Facial tissue brand launched by Kimberly-Clark in 1924 as a cold cream remover, now one of the most recognized paper products worldwide.
facial-tissuepaper-productshousehold
Household Consumer GoodsPoise
Owned by Kimberly-Clark Corporation
Kimberly-Clark's bladder protection brand for women, launched 1992, with pads, liners, and bladder-support products.
bladder-leaksincontinencewomens-health
Baby CarePull-Ups
Owned by Kimberly-Clark Corporation
Kimberly-Clark's training pants brand launched in 1989 under the Huggies family, the leading toilet-training underwear in North America.
training-pantstoilet-trainingdiapers
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Depend Ownership: Pros & Cons
Advantages
- +Dominant US market position at roughly half the category
- +Category creator with 40-plus years of brand equity
- +Aging demographics structurally grow the addressable market
- +Backed by Kimberly-Clark's manufacturing scale
Considerations
- -Stigma suppresses category adoption below need levels
- -Private label undercuts on price in a repeat-purchase aisle
- -Single-use waste profile shared with all disposable absorbent products
- -Brand name is functionally synonymous with a sensitive condition
Frequently Asked Questions About Depend
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Sources & Further Reading
Competitors to Depend
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Kimberly Clark | USA | 1992 | Mass market | United states | Womens |
Learn More About Competitors
Competitive Analysis
Market Positioning: Depend competes with 1 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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Looking for brands with different ownership structures? These similar brands are not owned by Kimberly-Clark Corporation, giving you alternative choices that support different corporate structures.
Household Consumer GoodsBetter Homes & Gardens
Owned by Dotdash Meredith (IAC)
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home-decorfurniturekitchenware
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Better Homes & Gardens is privately owned, unlike Depend which is under a publicly traded parent company.
Household Consumer GoodsKraftMaid
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KraftMaid is privately owned, unlike Depend which is under a publicly traded parent company.
Household Consumer GoodsThe Pioneer Woman
Owned by Ree Drummond
Licensed kitchenware and home decor brand created by Ree Drummond, featuring rustic-inspired products available exclusively at Walmart.
kitchenwarehome-decorlicensed-brand
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The Pioneer Woman is privately owned, unlike Depend which is under a publicly traded parent company.
Household Consumer GoodsTupperware
Owned by Party Products LLC
American brand of plastic food storage containers founded in 1946 by Earl Tupper, known for the airtight "burping" seal and the Tupperware party direct selling model. Now owned by Party Products LLC after the 2024 bankruptcy of Tupperware Brands Corporation.
food-storageplastic-containersdirect-selling
Privately Owned
Tupperware is privately owned, unlike Depend which is under a publicly traded parent company.
Household Consumer GoodsWindex
Owned by S.C. Johnson & Son, Inc.
American brand of glass and surface cleaning products, known for its distinctive blue color and streak-free cleaning performance. Owned by S.C. Johnson & Son.
glass-cleanercleaninghousehold
Privately Owned
Windex is privately owned, unlike Depend which is under a publicly traded parent company.
Household Consumer GoodsZiploc
Owned by S.C. Johnson & Son, Inc.
American brand of resealable zipper storage bags and containers developed by Dow Chemical in 1968, now owned by S.C. Johnson and Son, Inc. since 1998. Dominates the US zipper food storage bag market by sales volume and share.
storage-bagsfood-storagezipper-bags
Privately Owned
Ziploc is privately owned, unlike Depend which is under a publicly traded parent company.
Kimberly-Clark Corporation Stock Information
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Jobs at Kimberly-Clark Corporation
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