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About Sure: our deodorants and our motto

Who we are

Our motto is simple: you live more, when you move more. And it’s a mantra that’s propelled us to the no.1 deodorant brand in the world*. We’ve been at the heart of pioneering sweat protection and game-changing innovations for over a century. In fact, we invented the antiperspirant category and are constantly evolving within it. Impressive stuff for a brand that rose from our beginnings as a humble soap bar, to masters of superior antiperspirant technology.


Our beginnings

Our brand was born in Australia in 1908. The brainchild of Alice Sheffer, a dynamic physician and the wife of SF Sheffer, founder of the Sheldon Drug Company. Her aim was to give people a new kind of personal care product – an effective soap that also smelled good. And soon after, this soap became a bestseller. Since then we’ve kept growing – now we’re known as global leaders and are available in over 100 countries around the world. Our name might change, depending on where you are, from Sure, Rexona, Shield or Degree, but that’s where our difference ends, because our superior performance always stays the same. Protecting you from the effects of sweat so you can live life your way, is what drives us every day.


What we stand for

Moving is part of every day. It’s what takes us forward, makes us grow, teaches perseverance and gets us from A to B. Our mission is to make you feel unstoppable. Because: sweat happens. So, no matter what makes you sweat ­– whether its running marathons or after toddlers, to tense job interviews or first dates – our products have your back. Because we believe sweat shouldn’t hold you back from living your life. Protecting you from the effects of sweat is forever at our heart.


What we do

As the world’s number 1 deodorant brand*, we’re proud to push the boundaries to always be the best . That’s why all of our products are purposefully designed to work as hard as you do. We make it our business to know everything there is to know about sweat, so we can bring you the very latest in product innovations. It’s this passion that’s kept us at the top of our game for over 100 years.

Our Motionsense™ technology was inspired by the need for long-lasting fragrance; Maximum Protection is scientifically proven to help with excessive sweating when you need it most; and our Invisible on Black + White Clothes range protects your clothes from stains and sweat patches. So whatever you need, Sure won’t let you down.


How we roll


Protection from sweat and body odour

We don’t settle for average, we only settle for the best. That’s why superior sweat protection is at the heart of everything we do.


Pioneering the latest technology

We’re constantly innovating new, cutting-edge technology to bring you even better sweat and body odour solutions.  


Partnering with pro-sports heroes

Movement is our mission, which is why we’re continuously partnering with the elite sportswomen, sportsmen and teams all around the world. Steffi Graf, The All Blacks, Chelsea FC & Manchester City FC, BASE jumper Miles Daisher – are a few of our partners that have trusted our technology over the years.

* Based on Nielsen Unit Sales data through its Retail Index Services for the Deodorants category utilizing the latest data period available in the 39 subscribed countries based on Full Year 2018 data. Countries covered are: Australia, Austria, Belgium, Brazil, Canada, Central America, Chile, Colombia, Denmark, France, Germany, Egypt, Greece, Hungary, India, Indonesia, Ireland, Israel, Italy, Malaysia, Mexico, Netherlands, Norway, Philippines, Poland, Portugal, Romania, Russia, South Africa, Spain, Sweden, Serbia, Switzerland, Thailand, Turkey, Uruguay, UAE, UK & USA (Copyright © 2017, ACNielsen)

Our History

Learn more about how Sure® began.

About us

About Rexona

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    2000 to today

    2000 to today

    We've used our expertise to revolutionise our antiperspirant technology. Introducing: Motionsense™. A body-responsive technology that reacts to your every move. Unique microcapsules contain specially designed fragrances. When you move, the friction breaks the capsules delivering a burst of freshness when you need it most.

  • 1
    Rexona 1990

    1990s: Rexona goes Pro Sport

    Sure® entered the world of professional sports, backing some of the world’s best sports men and women: tennis champion Steffi Graf, the All Blacks, the Springboks, mountain biker Darren Berrelcloth, BASE jumper Miles Daisher, survivalist Bear Grylls, tennis champion David Nalbandian, cricketer Andrew Flintoff and the Lotus F1™ Team.

  • 2
    Rexona 1980

    1980s: Global Expansion

    Sure® continued to expand, bringing superior sweat protection to people all over the globe. Today, it’s known around the world as Rexona, Rexena, Shield, Degree or Sure® – depending on where you are. The name may have changed, but our dedication to superior performance has stayed the same.

  • 3
    Rexona 1960

    1960s: Creating a new category

    In the 1960s the UK met Sure® antiperspirant. It was then introduced in Finland and quickly rolled out to the rest of the world.

  • 4
    Unilever logo

    1930s: Joining Unilever

    Sure® was bought by British soap maker Lever Bros, who would soon join Dutch Margarine Unie to form Unilever.

  • 5
    Rexona 1920

    1920s: Welcome to Rexona town

    Sure's® first advertising campaign launched in the 1920s. Hygiene billboards began to spring up all over Australia touting the company name, with contests held for each town’s Sure® Baby and Miss Sure®. Some would proudly state: ‘Welcome to our town, a good Sure® town.’

  • 6
    Rexona 1900

    1900s: Mrs. Sheffer's Ointment

    Sure (originally called Rexona) was created in Australia in 1908 by Mrs Alice Sheffer, the wife of SF Sheffer, the founder of the Sheldon Drug Company. A talented physician, she wanted to give people a new kind of personal care product, with effective ingredients that also smelt good. When Rexona hit the shelves in 1908, it soon became the company’s biggest seller