Jovens pedalando e aproveitando o momento

HOW YOUR MOVEMENT

GOT US MOVING

OUR HISTORY: Sure (Rexona) Innovation Since 1908

At Sure (known as Rexona in many parts of the world), our deodorants and antiperspirants are engineered to work as hard as you do. We believe our success is a shared journey, with your active lifestyle and evolving needs driving our continuous innovation.

Your dynamic movement directly inspired our groundbreaking MOTIONSENSE™ technology, ensuring protection when you need it most. The demand for an antiperspirant that leaves no white marks led to our popular Invisible range. Furthermore, our advanced Clinical Protection products were specifically developed to provide superior defense against excessive sweating, offering confidence in every situation.

So, go ahead and embrace every challenge. With Sure (Rexona), you're always covered. We've been dedicated to effective sweat protection since 1908.

produtos rexona no topo e um rapaz praticando atividade ao ar livre

2000

to today

A New Era of Antiperspirant Technology

The BODY HEAT ACTIVATED™ technology is introduced, revolutionizing how Sure (Rexona) provides sweat and odor protection. This innovative formula creates a stronger barrier against wetness and odor precisely when your body heat rises, ensuring continuous freshness and confidence throughout your day.

A collection of photos from the 90s, including a woman tennis player and mountain biker

1990s: Sure (Rexona) Goes Pro Sport

Empowering Athletes with Superior Protection

During the 1990s, Sure (Rexona) proudly partnered with some of the world's elite athletes, demonstrating our commitment to high-performance sweat protection. We supported tennis champion Steffi Graf, the legendary All Blacks and Springboks rugby teams, mountain biker Darren Berrelcloth, BASE jumper Miles Daisher, survivalist Bear Grylls, tennis champion David Nalbandian, cricketer Andrew Flintoff, and the Lotus F1™ Team. These partnerships showcased how Sure (Rexona) antiperspirant performs under the most intense conditions.

A selection of vintage photos from the 80s, including some arcade machines and woman holding balloons

1980s: Global Expansion of Sure (Rexona)

Unifying Protection Across Continents

The 1980s marked a significant period of global expansion for our brand. We continued to roll out across the world, known as Rexona, Rexena, Shield, Degree, and Sure, depending on the region. This global presence solidified our commitment to providing superior sweat protection, a promise that remains consistent regardless of the brand name.

A selection of vintage photos including some palm trees and a woman lying on a car bonnet

1960s: The Birth of Sure (Rexona) Antiperspirant

Pioneering Antiperspirant Innovation

The 1960s saw the introduction of Rexona antiperspirant, marking the birth of a new category in personal care. This innovative product, later known as Degree in the USA and Sure in the UK, quickly gained global recognition, starting with its introduction in Finland and rapidly expanding worldwide. This era established our brand as a leader in effective sweat and odor control.

1930s: Rexona Joins the Unilever Family

A New Chapter with Unilever

In the 1930s, Rexona became part of the Unilever family. British soap maker Lever Bros acquired Rexona, and soon after, Lever Bros merged with Dutch Margarine Unie to form the global conglomerate Unilever. This acquisition marked a significant milestone in Rexona's journey, providing resources for further innovation and global reach in antiperspirant and deodorant products.

Vintage memorabilia including a photo of an old car and man standing with a motocycle

1920s: Welcome to Rexona Town

Building Brand Awareness Across Australia

The 1920s saw the launch of Rexona's first major advertising campaign, creating a strong connection with communities across Australia. Personal hygiene billboards proudly displayed the Rexona name, and engaging contests like 'Rexona Baby' and 'Miss Rexona' were held in towns, with some proudly proclaiming, 'Welcome to our town, a good Rexona Town.' This era established Rexona as a household name in personal care.

1900: The Founding of Rexona by Mrs. Alice Sheffer

Pioneering Personal Care with Rexona

The journey of Rexona began in Australia in 1908, founded by Mrs. Alice Sheffer, a talented physician and wife of SF Sheffer, founder of the Sheldon Drug Company. Driven by a vision to create innovative personal care products with effective ingredients and pleasant fragrances, Mrs. Sheffer developed Rexona. Upon its launch, Rexona quickly became the company's top-selling product, laying the foundation for over a century of expertise in deodorant and antiperspirant solutions.