Durex

Durex in brief

• Rank: #19 of 100 in UK's Most Powerful 100 Brands 2026; #3 of 14 in Consumer & FMCG.
• WCRC Power Score: 68.00 out of 100.
• Founded: 1929, by London Rubber Company.
• Owner: Reckitt Benckiser Group plc, Slough, England.
• Leadership: Kris Licht, CEO of Reckitt Benckiser Group plc.
• Latest revenue: £14.2bn revenue (FY2025, year to Dec 2025, +0.3%), group revenue of Reckitt Benckiser Group plc, as per company filings.

What makes Durex powerful

Durex is one of the most widely recognised consumer health brands in the world and a core brand for Reckitt, the British group behind Dettol and Vanish. It holds about 30% of the global condom market. Reckitt reported 2025 net revenue of about 14.2 billion pounds, with like-for-like growth of 5.0% for the group and 5.2% for its core business, and press coverage called it the Durex maker beating sales forecasts on the strength of emerging markets.

The brand's strength lies in trust. Condoms are a product where safety and reliability matter more than price, and Durex has built that trust since 1929. It has also widened into lubricants, intimate wellness devices and health campaigns, giving it more ways to grow than a single-product brand.

Durex was registered as a brand by the London Rubber Company in 1929.

Why Durex ranks #19

Durex is 19th with a WCRC Power Score of 68.00, behind BAE Systems and ahead of Marks & Spencer. Its strongest pillar is Positioning & recall at 74, reflecting a name known around the world for nearly a century. Trust and Digital & financial both score 68, supported by owner Reckitt's £14.2bn of revenue. Product & innovation at 66 and Sustainability & governance at 60 hold it back, the latter its weakest pillar.

The Achilles' heel

Durex depends on markets such as China and India where advertising sexual health products is restricted and cultural attitudes vary sharply. Low-cost local rivals and online private labels compete hard on price. Inside Reckitt it also competes for investment with the group's other brands while management reshapes the portfolio around a smaller core.

The 2026 story

Reckitt's 2025 results in March 2026 reported net revenue of about 14.2 billion pounds, like-for-like growth of 5.0% and 5.2% growth in its core business, with emerging markets helping the Durex maker beat sales expectations. Chief executive Kris Licht said performance was ahead of expectations, and Reckitt returned 2.3 billion pounds to shareholders. Durex, registered as a brand by the London Rubber Company in 1929, has been owned by Reckitt since 2010.

Pillar profile

Provisional desk scores out of 100, for the WCRC Business Intelligence Unit to validate.

Versus its nearest rivals

Questions people ask

Also featured in

• Most powerful Consumer & FMCG brands
• UK's 50 Most Valuable Brands
• Most Famous British Brands
• UK's Most Trusted Brands
• Most powerful brands in England

Key facts

Sources

• Revenue figure published by Reckitt Benckiser Group plc
• Company website, official announcements and press releases
• Published interviews and statements by the leadership
• WCRC Business Intelligence Unit research: consumer sentiment, ratings and reviews, search demand, media and social data