
Degree is owned by Unilever plc (LSE: ULVR, NYSE: UL), a British multinational consumer goods company headquartered in London, England. The Degree brand name was created by Helene Curtis Industries, a Chicago-based personal care company that Unilever acquired in 1996 for $770 million. Degree is the North American counterpart to Unilever's global Rexona deodorant brand.
Parent Company
Acquired
1996
Status
Publicly Traded
Headquarters
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Degree | Unilever plc | Wholly owned |
The Degree brand name was created by Helene Curtis Industries, a Chicago-based personal care company founded in 1927 by Ronald Gidwitz's family. Helene Curtis manufactured shampoos, conditioners, styling products, and deodorants, with brands including Suave, Finesse, Salon Selectives, and Quantum. The company developed the Degree brand as its deodorant offering for the North American market.
Rexona, the global counterpart to Degree, has a separate origin. Rexona was created in Australia in 1908 by Alice Sheffer, the wife of Samuel Fuller, who established the Sheldon Drug Company. Lever Brothers, the British soap manufacturer that later became Unilever through its merger with Margarine Unie in 1930, acquired Rexona around 1930. Unilever integrated Rexona into its global personal care portfolio and markets the product under different brand names in different regions: Degree in the United States and Canada, Rexona in most other markets, Sure in the United Kingdom and Ireland, Shield in South Africa, and Rexena in Japan and South Korea.
In February 1996, Unilever announced its agreement to acquire Helene Curtis Industries for $770 million in cash, plus the assumption of $145 million in debt. The acquisition was part of Unilever's strategy to strengthen its position in the competitive North American personal care market, where it competed against Procter and Gamble, Gillette, and L'Oreal. The deal represented a 19 percent premium over Helene Curtis's closing share price and was expected to close by the end of March 1996, subject to regulatory approvals.
Following the acquisition, Unilever integrated the Degree brand into its global deodorant strategy. Degree benefited from Unilever's research and development capabilities, global supply chain, and extensive retail distribution network. The brand was positioned as Unilever's primary deodorant brand for the North American market, complementing the Rexona brand sold internationally.
Degree has introduced several product innovations over the years. The brand developed body-responsive technology branded as SmartAdapt, which uses a micro-barrier system that responds to body movement, heat, and stress to provide adaptive protection. The Degree Unlimited line offers up to 96-hour protection. Degree products are available in stick, gel, and spray forms, with formulations for both men and women.
In 2024 and 2025, Unilever expanded its whole-body deodorant offerings. The company introduced whole-body deodorant formats under the Dove and Dove Men+Care brands in the United States in 2024, then scaled the technology across Rexona and Axe in 2025, bringing whole-body deodorants to 15 markets. This expansion has influenced the broader Degree product line as Unilever applies the technology across its deodorant portfolio.
For 2025, Unilever reported that its deodorants category grew low single-digit, with positive price and volume. Growth was led by double-digit growth in Dove, supported by the success of whole-body deodorants. This was partially offset by volume decline in Latin America due to softer market conditions.
What does Unilever own?
As of April 2026, Unilever owns a portfolio of over 400 brands across four business groups: Beauty and Wellbeing (Dove, Vaseline, TRESemme, Pond's), Personal Care (Axe/Lynx, Rexona/Sure, Lux, Lifebuoy, Close Up), Home Care (Domestos, Cif, Surf, Omo, Comfort), and Nutrition (Knorr, Hellmann's, pending transfer to McCormick upon deal close). Unilever no longer owns ice cream brands (Magnum, Walls, Ben & Jerry's, Breyers) following the 2025 Ice Cream demerger. The March 31, 2026 McCormick combination, expected to close mid-2027, will transfer Hellmann's, Knorr, Frank's RedHot, French's, Cholula, and Maille to the expanded McCormick entity. The company also owns approximately 61% of Hindustan Unilever Limited, a publicly listed subsidiary in India.
Is Unilever publicly traded?
Yes, Unilever plc is listed on the London Stock Exchange under ticker ULVR and on Euronext Amsterdam under ticker UNA. American Depositary Receipts are listed on the New York Stock Exchange under ticker UL. The company does not have a controlling shareholder, and its shares are held primarily by institutional investors. Unilever simplified its dual-listed structure in 2020, consolidating its legal headquarters in the United Kingdom.
Who founded Unilever?
Unilever was formed in 1929 through the merger of Lever Brothers, a British soap company founded by William Hesketh Lever in 1885, and Margarine Unie, a Dutch margarine producer formed through the merger of the Jurgens and Van den Bergh companies in 1927. The founders of the predecessor companies include William Lever, James Darcy Lever, Antonius Johannes Jurgens, and Samuel van den Bergh.
Where is Unilever headquartered?
Unilever is headquartered in London, United Kingdom. The company's registered office and principal executive offices are located in London. Unilever simplified its dual-listed structure in 2020, consolidating its legal headquarters in the United Kingdom and ending the separate Unilever N.V. Dutch entity. The company's shares continue to trade on both the London Stock Exchange and Euronext Amsterdam.
How many brands does Unilever own?
Unilever currently owns over 400 brands across Beauty and Wellbeing, Personal Care, Home Care, and Nutrition. Following the completion of the McCormick Foods combination (expected mid-2027), Unilever's portfolio will narrow to its HPC brands, with the largest being Dove, Axe/Lynx, Rexona/Sure, Vaseline, Domestos, Cif, Surf, and Omo. The company's food brands (Hellmann's, Knorr) are included in the McCormick deal and will transfer upon close.
Who owns Unilever?
Unilever plc is a publicly traded company with no controlling shareholder. The company's shares are held primarily by institutional investors including major asset managers and index funds. No single shareholder holds a majority stake in Unilever. Fernando Fernandez serves as CEO, having been appointed in March 2025 following the departure of Hein Schumacher. The company's board includes a majority of independent non-executive directors.
Degree operates under Unilever's corporate sustainability framework. Unilever has committed to reducing virgin plastic use by 30 percent by 2026 and 40 percent by 2028 from a 2019 baseline. Degree contributes to this target through packaging innovations, including lighter-weight containers, recycled content incorporation, and design optimizations that reduce material usage.
Unilever aims to make all of its plastic packaging reusable, recyclable, or compostable. Degree packaging improvements have included reducing can weight for aerosol products, incorporating post-consumer recycled plastic in stick containers, and optimizing package sizes to minimize material waste.
As part of Unilever's climate action commitments, Degree manufacturing facilities participate in the company's science-based targets for carbon reduction. Unilever has committed to achieving net zero emissions across its value chain by 2039. The company's manufacturing operations have reduced carbon emissions through energy efficiency projects and renewable energy sourcing.
Degree's primary ethical considerations relate to ingredient safety. The brand uses aluminum chlorohydrate and aluminum zirconium compounds as active antiperspirant ingredients, which are regulated by the FDA as over-the-counter drugs. These ingredients have been the subject of ongoing scientific debate regarding potential health effects, though major regulatory bodies including the FDA, the American Cancer Society, and the National Cancer Institute have not established a definitive link between aluminum-based antiperspirants and cancer or other health conditions.
Unilever has faced criticism from environmental groups regarding plastic waste from its personal care packaging. The company has responded with packaging reduction targets and participation in circular economy initiatives, though progress has been slower than some advocacy groups demand.
Degree products have received recognition from consumer testing organizations and beauty publications. Degree Unlimited Long Lasting Antiperspirant Deodorant Dry Spray was recognized as a top aerosol spray deodorant in dermatologist-reviewed testing, praised for its 96-hour protection and SmartAdapt technology that adapts to body movement, heat, and stress.
Degree has been featured in product roundups from NBC Select, Wirecutter, and Everyday Health as a recommended antiperspirant, particularly for its clinical strength formulations. The brand's products are frequently recommended by board-certified dermatologists for patients seeking effective sweat and odor protection.
Degree's SmartAdapt technology has been noted within the personal care industry as an innovation in adaptive antiperspirant formulations. The micro-barrier system represents an engineering approach that differentiates Degree from competitors in the mid-range deodorant segment.
As part of Unilever's brand portfolio, Degree benefits from the parent company's recognition for brand management and marketing. Unilever has been recognized by sustainability indices and corporate responsibility organizations, though these accolades apply at the corporate level rather than specifically to the Degree brand.
Degree has not been subject to major product safety recalls in recent years. The brand's products undergo safety testing and regulatory review before market release, in compliance with FDA regulations for over-the-counter antiperspirant products.
The most significant ongoing controversy surrounding Degree and other aluminum-based antiperspirants relates to the safety of aluminum compounds. Some consumers and health advocacy groups have raised concerns about potential links between aluminum exposure and breast cancer, Alzheimer's disease, and other health conditions. The American Cancer Society, the National Cancer Institute, and the Alzheimer's Association have stated that current scientific evidence does not support a causal link between aluminum-based antiperspirants and these conditions. However, the debate has contributed to growing consumer interest in aluminum-free deodorant alternatives.
The American Contact Dermatitis Society named aluminum as its 2022 Allergen of the Year, highlighting growing awareness of aluminum allergies. While the percentage of the population with aluminum allergies is small, this recognition increased scrutiny of aluminum-containing personal care products, including Degree antiperspirants.
Some consumers have reported allergic reactions to Degree products, including skin irritation, redness, itching, and rashes. These reactions are typically attributed to fragrance ingredients or aluminum compounds. Degree has responded by offering fragrance-free and sensitive skin variants alongside its standard product line.
Unilever has faced broader criticism regarding its environmental practices, particularly plastic waste from personal care packaging. The company's sustainability commitments, including virgin plastic reduction targets, have been criticized by some environmental groups as insufficient. Degree packaging, including aerosol cans and plastic stick containers, contributes to this overall footprint.
The brand has also faced competition from cruelty-free and vegan deodorant brands. Unilever does not certify Degree as cruelty-free through Leaping Bunny or PETA programs, as the company sells products in markets requiring animal testing, such as mainland China. This position has drawn criticism from consumers who prioritize cruelty-free personal care products.
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Unilever | UK (Unilever HQ) | 1908 | Mass market | Global | Unisex | |
| Procter Gamble | United States | 2015 | Mass market | United states | All-ages | |
| Procter Gamble | USA | 1937 | Mass market | Global | Mens | |
| Procter Gamble | USA | 1956 | Mass market | Usa | Female | |
| Unilever | United Kingdom | 1983 | Mid market | Global | Mens |
Beauty Personal CareOwned by Unilever plc
Rexona is the world's number one deodorant and antiperspirant brand, owned by Unilever and sold in over 100 countries. Founded in Australia in 1908, the brand is marketed as Degree in the United States, Sure in the UK, and Shield in South Africa. Rexona is part of Unilever's Personal Care division, which generated EUR 13.2 billion in 2025.
Beauty Personal CareOwned by Procter & Gamble Company
Natural personal care brand owned by Procter & Gamble, known for aluminum-free deodorant with simple ingredients and a direct-to-consumer business model.
Beauty Personal CareOwned by Procter & Gamble Company
American mens grooming brand known for deodorants, body washes, and viral marketing campaigns. Owned by Procter and Gamble.
Beauty Personal CareOwned by Procter & Gamble Company
American women's deodorant and antiperspirant brand owned by Procter & Gamble. Launched in 1956 as the first deodorant formulated specifically for women, known for pH-balanced formulas and women's empowerment marketing.
Beauty Personal CareOwned by Unilever plc
Male grooming brand owned by Unilever, known for body spray and deodorant products.
Market Positioning: Degree competes with 5 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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Fax is privately owned, unlike Degree which is under a publicly traded parent company.
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Great Clips is privately owned, unlike Degree which is under a publicly traded parent company.
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Duru is privately owned, unlike Degree which is under a publicly traded parent company.
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