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HOW YOUR MOVEMENT GOT US MOVING

OUR HISTORY IN A NUTSHELL

Sure® deodorants and anti-perspirants work as hard as you do. But we can’t take all the credit for them. You’ve played a big part in our innovation over the years, too.

Your movement inspired our MOTIONSENSE™ technology. Your need for an anti-perspirant that didn’t leave white marks pushed us to create our Ultra Clear range. And our Clinical Protection products were developed to tackle excessive sweating when you need it most.

Go ahead and get your sweat on. We’ve got you covered.
We have done since 1908.

Experts in sweat since 1908

collage of pictures from the 00s

2000

to today

MOTIONSENSE™ is introduced,
revolutionising antiperspirant technology.

Its body-responsive technology reacts to your every move, releasing unique microcapsules that deliver a burst of freshness when you need it most.

collage of pictures from the 1990s

1990s

Rexona goes Pro Sport

Rexona backs 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.

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1980s

Global expansion

The brand continues to expand across the globe, rolling out as Rexona, Rexena, Shield, Degree and Sure, depending on where you are. And while the name may vary, its superior sweat protection remains the same.

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1960s

A new category of deodorant brands is born

The world meets Rexona anti-perspirant, later to become Degree in the USA. It’s then introduced in Finland and quickly rolled out to the rest of the world.

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1930s

Rexona joins the Unilever family

British soap maker, Lever Bros, buys Rexona. Shortly afterwards, Lever Bros joins Dutch Margarine Unie to form Unilever.

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1920s

Welcome to Rexona Town

Rexona’s first advertising campaign launches. Personal hygiene billboards spring up all over Australia touting the company name, with contests held for each town’s Rexona Baby and Miss Rexona. Some proudly stating: ‘Welcome to our town, a good Rexona Town.’

Picture of rexona first product

1900s

Mrs Sheffer’s Ointment

Rexona is 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 wants to give people new kinds of personal care products, with effective ingredients that also smell good. As soon as Rexona hits the shelves, it becomes the company’s biggest seller.