Paralympian sprinter training hard on the running track.


Sure believes in the power of movement to transform lives. Everyone should have the right to move, whoever you are and however you move. But, in our increasingly unequal societies, social, economic, and physical barriers stand in the way.

That's why at Sure, we're making some bold moves of our own to create the world we want to see. Moves that will challenge the status quo and positively impact People, our Products and the Planet.

By doing all this and more, we can continue to deliver the most effective anti-perspirant and deodorant products around, protecting the spaces and places in which people move, and inspiring people with the confidence to move more - breaking barriers as they do.

Man and woman running through woodland

Our commitment to sustainability

At Sure, we’re on a mission to inspire the confidence in everyone to move more. As one of the world’s biggest deodorant brands, it’s our priority to do everything we can to protect the outdoor spaces and places in which we all move. We will minimise our impact on the world around us, so that everyone can keep moving safely.

Team of young soccer players receiving team talk from coach
young girl moving and dancing in dance studio


Inspire millions of people with the confidence to move more?

Now that's a challenge we're happy to accept.

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Couple jogging on a forest trail.
Woman holding a leaf to camera


We're taking big steps to deliver superior sweat and odor protection that isn't just great for you, it's good for the environment too. Developing innovative packaging that uses better plastic and less waste, whilst protecting the planet and the spaces and places in which we move so that everyone can move more. See how we're working towards a sustainable future.

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Sure deodorant


Discover the science behind our innovative Body Heat Activated® range, and get the low down on the ingredients we use.

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