Rexona
An Australian-origin antiperspirant and deodorant brand owned by Unilever and marketed under different names in several countries, including Sure, Degree and Rexena.
Last updated October 13, 2026
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Overview
Rexona is a global personal-care brand focused on deodorants and antiperspirants. It originated in Australia in 1908 and is now part of Unilever’s international beauty and personal-care portfolio. The brand is sold under the Rexona name in many markets, while localized names are used in others: Sure in the United Kingdom, Ireland and India; Degree in the United States and Canada; and Rexena in Japan and South Korea. In South Africa, the product has historically been associated with the Shield name, with the reference material indicating a transition toward Rexona branding in 2026. The range is designed around odor control, sweat reduction and long-lasting freshness. Product formats include aerosol sprays, pump sprays, roll-ons, sticks and creams, with variants differentiated by fragrance, gender positioning, activity use and claimed duration of protection. Rexona’s commercial proposition has frequently connected personal protection with confidence, movement and physical activity. This positioning has supported the brand’s involvement in motorsport, football and other sports properties, as well as digital entertainment. Rexona was created by Alice Sheffer, the wife of Samuel Fuller, founder of the Sheldon Drug Company. Around 1930, the brand was acquired by Lever Brothers. Lever Brothers later became part of Unilever through the combination of the British soap company with the Dutch Margarine Unie, allowing Rexona to be integrated into a much larger multinational consumer-goods system. Manufacturing is distributed across Unilever’s supply network. The referenced Wikipedia material identifies Australia as the manufacturing location for Rexona aerosol sprays and the Philippines as the current manufacturing location for the brand’s roll-ons and other deodorant formats. Manufacturing arrangements can vary by product and market. The brand has used localized names and market-specific portfolios as part of its international strategy. Degree serves as the North American identity, while Sure is used in several English-speaking markets outside North America. The Degree name came from Helene Curtis, a business acquired by Unilever in 1996. The U.S. Sure brand is a separate ownership history from the Sure name used as Rexona’s local identity in the United Kingdom, Ireland and India. Rexona has also maintained a substantial sports-marketing presence. It sponsored the Lotus Formula One team from 2012 to 2014 and Williams from 2015 to 2019. The brand has been associated with football clubs including Southampton, Chelsea, Wolverhampton Wanderers and Manchester City, using Rexona, Rexena or Sure naming according to market. It has also supported La Liga in selected Latin American, African and Southeast Asian markets and became part of Unilever’s FIFA partnership around the 2023 and 2027 Women’s World Cups and the 2026 FIFA World Cup.
History
Rexona began in Australia in 1908. It was created by Alice Sheffer, who was married to Samuel Fuller, the founder of the Sheldon Drug Company. The early brand belonged to an Australian consumer-products environment in which personal hygiene products were increasingly commercialized and distributed through organized retail and pharmacy channels. Around 1930, Lever Brothers acquired Rexona. Lever Brothers was a major British soap manufacturer and later became one of the foundations of Unilever. The merger of Lever Brothers with the Dutch Margarine Unie created Unilever, after which Rexona was incorporated into the new company’s expanding international portfolio. This ownership change transformed Rexona from an Australian-origin label into a brand that could be developed, manufactured and marketed through a multinational consumer-goods network. Over time, the brand expanded beyond a single product format. Its portfolio came to include aerosols, pump sprays, roll-ons, sticks and creams, covering both deodorant and antiperspirant needs. Product variants were adapted to local preferences, fragrance conventions and retail structures. The brand name also became market-specific. Rexona remained the principal identity in many countries, but the same or closely related product platforms were marketed as Sure in the United Kingdom, Ireland and India, Degree in the United States and Canada, and Rexena in Japan and South Korea. The Indian business illustrates how naming could reflect local portfolio history. Rexona was launched in India in 1947 as a rival to Hamam, then associated with Tata. Because Hindustan Unilever already used Rexona as a soap name, its deodorant products used the Sure name. The Sure identity in the United Kingdom, Ireland and India should not be confused with the separately owned U.S. Sure brand. The U.S. Sure brand was created by Procter & Gamble in 1972, later transferred through other owners, and is not the same business as Unilever’s localized Rexona branding. North American branding developed through Degree. Degree was created by Helene Curtis, which Unilever acquired in 1996. The brand operates in stick, gel and spray formats and serves both men’s and women’s product segments. Its integration gave Unilever a well-established regional identity while allowing Rexona’s broader global platform to retain different names elsewhere. Manufacturing has also been internationalized. The referenced material identifies Australia as the production base for Rexona aerosol sprays and the Philippines as the current manufacturing location for roll-ons and other deodorant formats. These arrangements demonstrate the separation between a brand’s historical origin, its corporate owner and its manufacturing footprint. Marketing became increasingly connected with sport and active lifestyles. Rexona sponsored the Lotus Formula One team from 2012 through 2014 and Williams from 2015 through 2019. It has also used football partnerships involving Southampton, Chelsea, Wolverhampton Wanderers and Manchester City. Depending on the country, those relationships have used the Rexona, Rexena or Sure names. The brand has additionally supported La Liga in selected international markets and participated in Unilever’s FIFA partnership around the 2023 and 2027 Women’s World Cups and the 2026 FIFA World Cup. In 2015, Rexona introduced a fragrance range with redesigned canisters and a changed formula. The move reflected the continuing renewal of the deodorant category through packaging, scent and formulation updates rather than a change in the brand’s core category. Rexona remains an active Unilever personal-care brand with a broad international footprint and a portfolio adapted to local naming and product preferences.
- 2026
Planned South African Shield-to-Rexona transition
[1]The reference material describes Shield products in South Africa as being rebranded toward Rexona, with both names appearing during the transition.
- 2023
FIFA Women’s World Cup partnership activity
[1]Rexona participated in Unilever’s FIFA partnership around the 2023 Women’s World Cup.
- 2021
Accessibility and disability inclusion initiative
[4]Degree publicizes work intended to improve disability representation and explore more accessible deodorant design.
- 2015
Fragrance range and packaging refresh
[1]Rexona launched a new fragrance range, redesigned its canisters and changed the formula.
- 2015
Rexona begins Williams Formula One sponsorship
[1]The brand sponsored Williams from 2015 through 2019.
- 2012
Rexona begins Lotus Formula One sponsorship
[1]Rexona sponsored the Lotus Formula One team from 2012 to 2014.
- 2000
Unilever becomes the brand owner
[3]Following the creation of Unilever through the Lever Brothers and Margarine Unie combination, Degree operates within Unilever's consumer-products portfolio.
- 1996
Unilever acquires Helene Curtis
[1]The acquisition brought the Degree brand into Unilever’s portfolio, supporting the company’s North American deodorant business.
- 1960
Degree is introduced
[2]Degree enters the United States deodorant and antiperspirant market.
- 1947
Rexona enters India
[1]The brand was launched in India as a competitor to Hamam; deodorants used the Sure name because Rexona was already used for soap.
Products and positioning
Performance-oriented mass-market antiperspirant and deodorant brand focused on movement, odor control, wetness protection, active lifestyles, and accessible everyday personal care.
Antiperspirant and deodorant spray
Rexona aerosol sprays
Aerosol products designed for underarm odor control and, in antiperspirant variants, sweat reduction. The referenced material identifies Australia as the manufacturing location for the Rexona aerosol spray range. Availability, fragrance and claims vary by market.
Roll-on antiperspirant and deodorant
Rexona roll-ons
Liquid roll-on formats applying product directly to the underarm. They form part of Rexona’s core international range and are sold in market-specific fragrances and protection variants. The referenced material identifies the Philippines as the current manufacturing location for the brand’s roll-ons and other non-aerosol deodorant formats.
Stick antiperspirant and deodorant
Rexona sticks
Solid application formats offered within Rexona’s deodorant and antiperspirant portfolio. Sticks allow the brand to provide a portable, non-aerosol alternative, with product variants differentiated by scent and protection positioning.
Localized brand identity · 1996
Degree
Unilever’s North American deodorant and antiperspirant identity for the Rexona family. Degree is sold in stick, gel and spray forms for men and women. The name originated with Helene Curtis, acquired by Unilever in 1996.
Localized brand identity · 1947
Sure
The Rexona identity used for deodorants in the United Kingdom, Ireland and India. This localized Unilever usage is separate from the U.S. Sure brand, which has a different ownership history.
Localized brand identity
Rexena
The name used for Rexona products in Japan and South Korea. It represents the same broader Unilever deodorant and antiperspirant brand platform under a localized market identity.
Antiperspirant and deodorant technology platform
Degree MotionSense
MotionSense is Degree's principal performance platform. It is marketed around movement-responsive freshness and protection, linking the product experience to physical activity during the day. The platform has been used across different application formats and men's and women's ranges, although exact formulas, fragrance names, and claims vary by product and market.
Men's antiperspirant and deodorant
Degree Men
Degree Men is the brand's men's-oriented range, offering antiperspirant and deodorant products in formats such as sticks, aerosols, gels, and other market-specific presentations. The line generally emphasizes odor and wetness protection, longer-lasting freshness, and fragrances positioned for active daily use.
Women's antiperspirant and deodorant
Degree Women
Degree Women is a women's-oriented range with deodorant and antiperspirant products offered in several formats and fragrances. Its marketing has traditionally combined daily freshness and sweat protection with the brand's broader association with movement and active lifestyles.
Clinical-strength antiperspirant
Degree Clinical Protection
Degree Clinical Protection is positioned for consumers seeking stronger antiperspirant performance than standard products. Depending on the market and product version, the range uses specialized application formats and directions intended to support enhanced wetness protection.
Marketing campaigns
- 2023FIFA tournament partnership
Global
Through Unilever’s FIFA partnership, Rexona participated in sponsorship activity associated with the 2023 and 2027 Women’s World Cups and the 2026 FIFA World Cup.
- 2021Degree Inclusive Design and Representation
United States
Degree highlighted disability inclusion through representation in brand communications and exploration of deodorant concepts designed to be easier for people with disabilities to use.
Outcome. The initiative positioned Degree as a participant in inclusive product design and accessibility-focused marketing.
- 2015Williams Formula One sponsorship
International
Rexona sponsored Williams from 2015 to 2019 as part of its motorsport and performance-oriented marketing. Sponsorship ended after 2019.
Outcome. Sponsorship ended after 2019.
- 2012Lotus Formula One sponsorship
International
Rexona sponsored the Lotus Formula One team during the 2012–2014 seasons, linking the brand with high-performance motorsport. Sponsorship ended after the 2014 season.
Outcome. Sponsorship ended after the 2014 season.
- Power Pamplona
International
Rexona developed a Flash-based platform game in which a runner races through different countries while being presented in a bull-running setting.
- Football club partnerships
United Kingdom · International
Rexona, Rexena and Sure have sponsored or partnered with Southampton, Chelsea, Wolverhampton Wanderers and Manchester City, with naming adapted to the local market.
- La Liga partnership
Latin America · Africa · Southeast Asia
Rexona and Sure have supported Spain’s top football competition in selected Latin American, African and Southeast Asian markets.
Brand decisions
2026
South African branding transitionStrategyBackground
The South African business has historically used the Shield name while Rexona is the wider international identity.
Action taken
The reference material describes a transition to Rexona branding, with Rexona and Shield both appearing on packaging.
Aftermath
The expected result is greater alignment with Rexona’s international naming, although the source does not provide sales or financial effects.
2021
Shift toward accessibility-oriented brand activityStrategyBackground
Consumer brands were facing increased expectations to represent diverse users and consider accessibility in product design.
Action taken
Degree publicized disability-inclusive representation and accessible-design work connected with its deodorant products.
Aftermath
The work broadened Degree's public positioning beyond sweat protection to participation, representation, and inclusive design.
2015
Fragrance and canister redesignOtherBackground
The brand refreshed part of its fragrance portfolio as competition in deodorants continued to rely on scent, packaging and formula differentiation.
Action taken
Rexona introduced new fragrances, redesigned the canister and changed the formula.
Aftermath
The update represented a product and packaging refresh within the existing deodorant and antiperspirant category.
1960
Launch of the Degree brandProduct launchBackground
The antiperspirant and deodorant category was expanding through mass retail, with consumers seeking convenient products for odor and perspiration control.
Action taken
Degree was introduced as a consumer deodorant and antiperspirant brand in the United States.
Aftermath
The brand developed into a continuing Unilever personal-care label with a broad North American product range.
Recent events
RentSpree and Sure announce renters insurance partnership[5]
Reported:
RentSpree announced a partnership with Sure to offer renters insurance to users on the RentSpree platform.
Sure renters insurance becomes available on RentSpree[5]
Reported:
Sure began offering renters insurance to users directly on the RentSpree platform.
Betterment and Sure partner to offer cell phone insurance[6]
Reported:
Betterment and insurance technology company Sure announced a partnership to provide cell phone insurance to eligible Betterment Checking users who pay their monthly phone bill with a Betterment Visa debit card.
Sources6 sources
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