Israeli Haircare Brand REDEFINE to Launch in Costco Canada

Israeli haircare brand REDEFINE will begin selling in Costco Canada at the end of June 2026, marking a major international milestone for the company. The products will be offered on Costco’s online store and in more than 100 locations across Canada, reaching hundreds of thousands of consumers.

The initial Canadian launch will feature a custom package created for Costco, including shampoo and conditioner, each in 500 ml sizes. The rollout is based on the company’s keratin line, one of the leading categories in haircare, focused on repairing and maintaining hair. The company later expects to expand its Canadian assortment with additional product lines.

The deal followed about a year of work with Costco’s purchasing, quality, and regulatory teams. That process included quality testing, compliance with local standards, translations, and product and packaging adjustments tailored to Costco’s sales model. The article says Costco, a membership-based retailer, is one of the world’s most selective chains when choosing suppliers.

For the Israeli industry, the listing is presented as another example of a local brand breaking into major global retail channels. At a time when Israeli companies are looking for new growth abroad, REDEFINE’s entry into Costco Canada is described as a further boost for Israeli exports and the ability of Israeli brands to compete internationally.