Registry
Does Rexona / Sure support Israel?
Yes — Rexona / Sure has documented support for Israel on record. Every claim below links to its source.
Filed under: Household & consumer goods brands · Beauty & cosmetics brands · Companies that support Israel
Background
Rexona — sold as Sure in Britain and Ireland and as Degree in North America — is a Unilever brand with no separate corporate existence, and everything documented about it and Israel is the act of Unilever Israel, Unilever's wholly owned Israeli company, which has manufactured and marketed in Israel since 1938 and employs about 2,000 people. The brand entered Israel in July 2010 under its Rexona name with a NIS 12 million launch; its Israeli stock is supplied from Unilever plants abroad, as local manufacturing at Unilever Israel's Haifa plant covers Pinuk, Badin and Cif. At parent level, Unilever's CEO said in July 2021 that the company was "fully committed" to its business in Israel, and in June 2022 Unilever settled with its Israeli licensee Avi Zinger and sold him the Israeli Ben & Jerry's business while stating it had "never expressed any support for the Boycott Divestment Sanctions (BDS) movement" — details on the Unilever page. No donation, in-kind gift, sponsorship or statement of support for the Israeli state, its army or any Israeli organisation has been documented for the Rexona brand itself.
Globes (Hebrew) — Unilever to invest NIS 12 million in Rexona Wikipedia — Unilever Israel Times of Israel — Unilever chief says "fully committed" to Israel
Documented support
| Type | Date | Amount | Recipient | Sources |
|---|---|---|---|---|
| Operations in Israel | 2010-07 | — | Israeli market (Unilever Israel, wholly owned subsidiary of Unilever) Rexona is sold in Israel under the Rexona name (not the British "Sure" or American "Degree" name) and was launched there in July 2010 by Unilever Israel, Unilever's wholly owned Israeli company. Globes and Ynet reported an investment of about NIS 12 million behind the launch of 24 products — 12 for women and 12 for men, in roll-on, stick and spray formats — backed by television and outdoor campaigns and in-store promotion. Unilever Israel positioned Rexona as its efficacy-focused mid-priced deodorant alongside premium Dove and Axe for young men, targeting a 20% share of the Israeli deodorant market and roughly doubling Unilever's own share from 23% to 46%. The acting entity is Unilever Israel; this is a commercial brand launch and marketing spend in Israel, not a donation to any Israeli institution. |
Frequently asked questions
Did Rexona / Sure donate money to Israel or Israeli causes?
We have no records of cash donations, but Rexona / Sure has documented support of other kinds (Operations in Israel). See the records on this page.
Where does this information come from?
Every record on this page links to its source — news reports, official company statements, tax filings, or government records. 4 distinct sources are cited for Rexona / Sure. Our methodology page explains the full verification process.
Sources & citations
Record last updated: 2026-07-30
- Globes (Hebrew) — Unilever to invest NIS 12 million in Rexona globes.co.il
- Ynet (Hebrew) — The world's best-selling deodorant arrives in Israel ynet.co.il
- Wikipedia — Unilever Israel en.wikipedia.org
- Times of Israel — Unilever chief says "fully committed" to Israel timesofisrael.com