Israeli hair care brand REDEFINE will launch its keratin shampoo and conditioner set in all 110 Costco locations across Canada and on Costco Canada's website next week, marking its first major North American retail expansion. For overseas buyers and distributors, this signals a growing opportunity for Israeli-manufactured personal care products in large-format retail chains, with potential for further global rollout.
Market signal
REDEFINE's entry into Costco Canada reflects a strategic move into the mass-premium hair care segment, particularly the fast-growing keratin category. The brand's 500-milliliter bottles will be priced comparably to its Israeli offerings, despite the larger size. This development is relevant for importers and distributors eyeing the North American market for Israeli-made cosmetics, as Costco's 110 Canadian stores serve as a gateway to its 630-plus U.S. locations.
Sourcing context
The products are manufactured at the Sea of Spa factory in Arad, Israel, a facility that produces over 100 private-label brands. REDEFINE exports directly from this factory to Costco Canada without using distributors, a model that may interest buyers seeking streamlined supply chains. The company also plans to introduce its matcha product line, produced in Hungary, indicating a multi-country manufacturing strategy.
Regulatory and channel signals
Entering Costco required about a year of regulatory approvals, quality testing, product and packaging modifications, translations, and customized graphics for the Canadian market. This highlights the compliance and adaptation efforts needed for large retail chains. REDEFINE has also signed distribution agreements in Ukraine, China, and Romania, and sells in Russia, suggesting a broadening international footprint.
What buyers should watch
REDEFINE is in advanced discussions with Costco for additional markets, including Britain, France, Spain, Sweden, Iceland, and Costco's European online platform. Some European markets have requested non-Israeli production due to consumer sensitivities, but the brand has proceeded with "Made in Israel" labeling. Buyers should monitor whether this stance affects channel access or consumer reception in sensitive regions. The company also sees future potential in the United States, China, and Singapore.
Sourcing context
For private-label skincare and hair care buyers, REDEFINE's rapid growth—from prototype at Cosmoprof Bologna in March 2025 to Costco shelves within a year—demonstrates the viability of agile, direct-to-retail sourcing from Israeli manufacturers. The brand's use of AI-generated marketing presentations and 3D-printed prototypes during buyer meetings may also signal emerging best practices for supplier-retailer negotiations.
Source: Read the original report | Published: June 11, 2026