Is Sure ethical and cruelty-free?
Not really — Sure fails 3 of the 4 ethics signals we track, including its animal-testing position, and holds no third-party certification we can verify.
Sure, a deodorant and antiperspirant brand owned by Unilever, lacks major ethical certifications but benefits from Unilever's broader sustainability framework. It does not test on animals where required by law, offers some vegan products, and faces no major public controversies, though transparency on sourcing and labor remains limited.
The evidence, signal by signal
Cruelty-freeflagged
Sure does not test on animals where legally required; Unilever has adapted to China's post-market surveillance system but historical animal testing in China may apply to some products.
Vegan optionsunverified
Many Sure deodorants are likely vegan, but the brand does not offer a certified vegan range or label products as vegan.
Sells in mainland Chinaflagged
Selling through mainland Chinese retail has historically triggered post-market animal testing.
Third-party certifiedflagged
No independent certifications recorded on the products we track.
Public pledges: Sure benefits from Unilever's pledges to achieve net-zero emissions by 2030, make all packaging reusable or recyclable by 2025, and source 100% of agricultural raw materials sustainably by 2025.
Scored with our public methodology. Profile last updated 2026-09-16.
More on Sure
Is Sure ethical? FAQs
Is Sure cruelty-free?+
Sure does not test on animals where legally required; Unilever has adapted to China's post-market surveillance system but historical animal testing in China may apply to some products.
Does Sure have vegan products?+
Many Sure deodorants are likely vegan, but the brand does not offer a certified vegan range or label products as vegan.
Does Sure sell in mainland China?+
Selling through mainland Chinese retail has historically triggered post-market animal testing.
What is Sure's ethics score?+
Sure averages —/100 across 0 products we score on certifications, sourcing, labour, packaging and transparency.
What are the best alternatives to Sure?+
See our full list of ethical alternatives to Sure for better-scoring options in the same categories.