Who Owns Lifebuoy?
Lifebuoy is owned by Unilever, a British-Dutch multinational consumer goods corporation. Launched in 1894 by Lever Brothers during a cholera pandemic, Lifebuoy became part of Unilever following the 1930 merger. The brand is the world's number one selling germ-protection soap.
Parent Company
Unilever plc
Founded
1894
Status
Publicly Traded
Headquarters
London, UK / Rotterdam, Netherlands
Who Owns Lifebuoy?
- Parent Company: Unilever plc
- Ownership Type: Wholly owned
- Company Type: Publicly Traded
- Stock Ticker: LSE: ULVR
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Lifebuoy | Unilever plc | Wholly owned |
History of Lifebuoy
- Founded: 1894
- Founders: Lever Brothers (internal development)
Lifebuoy was introduced by Lever Brothers in 1894 in the United Kingdom during a cholera pandemic that was raging across the globe. The soap bar was designed to be an affordable, accessible way for communities to help protect themselves from illness, with Lifebuoy sharing the message that washing hands with soap could help prevent disease transmission.
Originally, Lifebuoy was a carbolic soap containing phenol, giving it its distinctive medicinal smell and reddish color. The brand's name and packaging, featuring the image of a lifeboatman, associated the product with protection and the saving of lives.
During World War I, Lifebuoy encouraged wives and girlfriends to send the soap to men in the trenches to ensure they remained healthy. This helped establish the brand's reputation for health and protection.
Throughout the early to mid-20th century, Lifebuoy became one of the most popular soaps in the United States from approximately 1923 to the mid-1950s. It was North America's best-selling medicated/health soap until around 1951, known for its red and yellow packaging, red color, octagonal shape, and carbolic aroma.
As consumer preferences shifted toward perfumed soaps in the 1950s, Lifebuoy's popularity declined in Western markets. The brand was gradually pulled from American shelves starting in 2003 and was completely phased out of the US market by 2006.
However, Lifebuoy continued to thrive in other markets, particularly in Asia, Africa, and developing countries where its health and hygiene positioning remained highly relevant. Today, Lifebuoy is manufactured by Unilever in Cyprus for the UK and EU markets, in Trinidad and Tobago for the Caribbean, and in India for Asian markets.
About Unilever plc
What does Unilever own?
Unilever owns a portfolio of over 400 brands across four business groups: Beauty and Wellbeing (Dove, Vaseline, TRESemme, Pond's), Personal Care (Axe/Lynx, Rexona/Sure, Lux, Lifebuoy, Close Up), Home Care (Domestos, Cif, Surf, Omo, Comfort), and Nutrition (Knorr, Hellmann's, Lipton, Marmite). Following the 2025 demerger of its Ice Cream business, Unilever no longer owns Magnum, Walls, Ben & Jerry's, or Breyers. The company also owns approximately 61% of Hindustan Unilever Limited, a publicly listed subsidiary in India.
Is Unilever publicly traded?
Yes, Unilever plc is listed on the London Stock Exchange under ticker ULVR and on Euronext Amsterdam under ticker UNA. American Depositary Receipts are listed on the New York Stock Exchange under ticker UL. The company does not have a controlling shareholder, and its shares are held primarily by institutional investors. Unilever simplified its dual-listed structure in 2020, consolidating its legal headquarters in the United Kingdom.
Who founded Unilever?
Unilever was formed in 1929 through the merger of Lever Brothers, a British soap company founded by William Hesketh Lever in 1885, and Margarine Unie, a Dutch margarine producer formed through the merger of the Jurgens and Van den Bergh companies in 1927. The founders of the predecessor companies include William Lever, James Darcy Lever, Antonius Johannes Jurgens, and Samuel van den Bergh.
Where is Unilever headquartered?
Unilever is headquartered in London, United Kingdom. The company's registered office and principal executive offices are located in London. Unilever simplified its dual-listed structure in 2020, consolidating its legal headquarters in the United Kingdom and ending the separate Unilever N.V. Dutch entity. The company's shares continue to trade on both the London Stock Exchange and Euronext Amsterdam.
How many brands does Unilever own?
Unilever owns a portfolio of over 400 brands across four business groups: Beauty and Wellbeing, Personal Care, Home Care, and Nutrition. The company's largest brands by revenue include Dove, Hellmann's, Knorr, Axe/Lynx, Rexona/Sure, Lipton, Vaseline, Domestos, and Cif. Following the 2025 demerger of its Ice Cream business, Unilever's portfolio no longer includes ice cream brands such as Magnum, Walls, Ben & Jerry's, and Breyers.
Who owns Unilever?
Unilever plc is a publicly traded company with no controlling shareholder. The company's shares are held primarily by institutional investors including major asset managers and index funds. No single shareholder holds a majority stake in Unilever. Fernando Fernandez serves as CEO, having been appointed in March 2025 following the departure of Hein Schumacher. The company's board includes a majority of independent non-executive directors.
- Founded: 1929
- Headquarters: London, United Kingdom
- Company Type: Publicly Traded
- Stock: LSE: ULVR
Where Is Lifebuoy Made / Based?
- Headquarters: London, UK / Rotterdam, Netherlands
- Manufacturing / Operations: Cyprus, India, Trinidad and Tobago, Global Unilever facilities
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Lifebuoy Ownership: Pros & Cons
Advantages
- +Heritage brand with over 130 years of health and hygiene expertise backed by Unilever's extensive R&D investment
- +World's number one selling germ-protection soap with strong market position
- +Strong global distribution through Unilever's established retail channels
- +Continuous innovation in antibacterial and hygiene technology
- +Trusted reputation for health protection, especially in developing markets
Considerations
- -Declining presence in Western markets due to changing consumer preferences
- -Competition from modern antibacterial soap brands
- -Dependency on Unilever's supply chain and corporate policies
- -Environmental impact of antibacterial agents in some formulations
- -Need to adapt to different health standards and regulations across markets
Frequently Asked Questions About Lifebuoy
Where to Buy
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Lifebuoy on AmazonCompetitors to Lifebuoy
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 |
|---|---|---|---|---|---|---|
| Procter Gamble | USA | 1983 | Mass Market | North America | Male | |
| Clorox | USA | 1984 | Mass Market | North America | All Genders | |
| Nexus Capital Management | USA | 2011 | Mass Market | North America | All Genders | |
| Walmart | USA | 1986 | Mass Market | North America | All Genders | |
| Procter Gamble | USA | 1937 | Mass Market | North America | Male | |
| Procter Gamble | USA | 1956 | Mass Market | North America | Male |
Learn More About Competitors
Always
Owned by Procter & Gamble
American feminine hygiene brand known for its menstrual pads, panty liners, and feminine care products.
Burt's Bees
Owned by The Clorox Company
American personal care brand specializing in natural and organic skincare, lip care, and personal grooming products made with beeswax and natural ingredients.
Dollar Shave Club
Owned by Nexus Capital Management
American direct-to-consumer razor and grooming brand known for its subscription model and viral marketing.
Equate
Owned by Walmart Inc.
Walmart's flagship health and beauty private label brand with 75% U.S. household penetration, ranking as the second most popular store brand in America, offering over-the-counter medications and personal care products at affordable prices.
Old Spice
Owned by Procter & Gamble
American men's grooming brand known for its deodorants, antiperspirants, body washes, and distinctive nautical-themed marketing campaigns.
Secret
Owned by Procter & Gamble
American women's deodorant and antiperspirant brand known for its pH-balanced formulations and marketing focused on women's confidence and strength.
Competitive Analysis
Market Positioning: Lifebuoy competes with 6 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.
Unilever plc Stock Information
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