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 BODY HEAT ACTIVATED™ 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
2000
to today
BODY HEAT ACTIVATED™ is introduced,
revolutionising antiperspirant technology.
Its body-heat technology hat forms a stronger barrier against odor & sweat as your body heat rises.
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.
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.
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.
1930s
Rexona joins the Unilever family
British soap maker, Lever Bros, buys Rexona. Shortly afterwards, Lever Bros joins Dutch Margarine Unie to form Unilever.
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.’
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.