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  • Rexona Timeline

    2000 to today


    We've used our expertise to revolutionize our anti-perspirant technology. Introducing: Motionsense™. A body-responsive technology that reacts to your every move. Unique microcapsules contain specially designed fragrances. When you move, the friction breaks the capsules delivering a burst of freshness when you need it most.

  • Rexona 1990

    1990s: Rexona goes Pro Sport


    Sure® entered the world of professional sports, backing 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.

  • Rexona 1980

    1980s: Global Expansion


    Sure® continued to expand, bringing superior sweat protection to people all over the globe. Today, it’s known around the world as Rexona, Rexena, Shield, Degree or Sure® – depending on where you are. The name may have changed, but our dedication to superior performance has stayed the same.

  • Rexona 1960

    1960s: Creating a new category


    In the 1960s, the UK met Sure® anti-perspirant. It was then introduced in Finland and quickly rolled out to the rest of the world.

  • Unilever logo

    1930s: Joining Unilever


    Sure® was bought by British soap maker Lever Bros, who would soon join Dutch Margarine Unie to form Unilever.

  • Rexona 1920

    1920s: Welcome to Rexona town


    Sure's® first advertising campaign launched in the 1920s. Hygiene billboards began to spring up all over Australia touting the company name, with contests held for each town’s Sure® Baby and Miss Sure®. Some would proudly state: "Welcome to our town, a good Sure® town."

  • Rexona 1900

    1900s: Mrs. Sheffer's Ointment


    Sure (originally called Rexona) was created in Australia in 1908 by Mrs. Alice Sheffer, wife of SF Sheffer, the founder of the Sheldon Drug Company. A talented physician, she wanted to give people a new kind of personal care product, with effective ingredients that also smelled good. When Rexona hit the shelves in 1908, it soon became the company’s biggest seller