• Brand: Rexona
• Product category: Antiperspirants and deodorants
• Founded: 1908
• Country of origin: Australia
• Owner: Unilever
• Industry: Personal Care
• Markets: Worldwide
• Tagline: It Won’t Let You Down2

Rexona was established in 1908 in Australia by Alice Sheffer, wife of Sheldon Drug Company founder Samuel Fuller Sheffer. A physician by profession, Alice sought to develop personal care products that combined effective ingredients with pleasant fragrances. Rexona soap quickly became the company’s best-selling product.3

During the 1930s, Rexona was acquired by Lever Brothers, which later became part of Unilever following its merger with Margarine Unie. Under Unilever’s ownership, the brand expanded internationally and diversified its portfolio into deodorants and antiperspirants.

In the 1960s, Rexona introduced one of the first modern antiperspirants, helping to establish a new category within personal care. Over the subsequent decades, the brand expanded into markets across Europe, Asia, Latin America, Africa, and Oceania.

Although the formulations are largely similar, Rexona is sold under different names depending on the market:

Rexona offers a wide variety of personal care products designed to reduce perspiration and prevent body odour. The range includes aerosol spray antiperspirants, roll-on deodorants, stick deodorants, clinical-strength antiperspirants, invisible anti-stain deodorants, as well as dedicated men’s and women’s product lines. Many of these products are available in fragrances tailored to different lifestyles and levels of physical activity.4

One of Rexona’s most significant innovations is MotionSense™ Technology, introduced during the 2000s. This technology utilises fragrance microcapsules that break during movement, releasing additional freshness as the wearer becomes more active. This development reflects the brand’s focus on providing protection during exercise and daily movement.5

Other technologies introduced by the brand include clinical-strength sweat protection, Invisible Dry technology to reduce white marks and yellow stains on clothing, and long-lasting odour and wetness protection.

Rexona has positioned itself as a brand that encourages people to stay active with confidence. Its advertising commonly features athletes, fitness enthusiasts, dancers, and everyday consumers engaged in physical activities. Over the years, the brand has partnered with numerous sporting organisations and athletes, including sponsorships involving professional rugby teams, tennis players, and other sports figures.

As part of Unilever’s personal care portfolio, Rexona participates in initiatives aimed at increasing recyclable packaging, reducing greenhouse gas emissions, using more sustainable ingredients where possible, and improving manufacturing efficiency. These efforts align with Unilever’s broader environmental commitments.

Today, Rexona is among the world’s leading deodorant brands and is available across Europe, Asia-Pacific, Latin America, the Middle East, Africa, Australia, and selected North American markets (under the Degree brand). In Singapore and the wider Southeast Asian region, the brand maintains a significant retail presence. It serves millions of consumers globally and continues to introduce new formulations suited to different skin types, activity levels, and fragrance preferences.6

Rexona’s brand philosophy centres on helping people move with confidence by providing dependable sweat and odour protection. Its long-running slogan, “It Won’t Let You Down”, emphasises reliability during both everyday activities and physical exertion.

1. About Us | About Us
2. Rexona
3. About Us | Rexona®
4. Rexona – unileverhistoria.se
5. Rexona – en produkt i många former – unileverhistoria.se
6. Acerca de Rexona | Rexona