Who Owns Rexona?

Rexona was created in Australia in 1908 by Alice Sheffer, the wife of Samuel Fuller, who established the Sheldon Drug Company. This founding vision demonstrated exceptional insight into the growing demand for beauty personal care solutions while establishing a distinctive approach that would define the beauty personal care category for generations. The brand was developed as an innovative deodorant product to address growing consumer demand for personal hygiene products in the early 20th century. This strategic positioning demonstrated Rexona's exceptional ability to create differentiated beauty personal care solutions while maintaining consistent brand positioning and quality standards that would define the brand for decades.

In approximately 1930, Rexona was acquired by British soap manufacturer Lever Brothers, which provided the resources and distribution network to expand the brand beyond Australia. This period of excellence demonstrated Rexona's exceptional ability to scale operations while maintaining consistent brand positioning and quality standards across multiple beauty personal care segments. Following Lever Brothers' merger with Dutch company Margarine Unie in 1930 to form Unilever, Rexona became part of one of the world's largest consumer goods corporations. This strategic diversification demonstrated Rexona's exceptional ability to serve multiple consumer segments while maintaining its core brand identity and market leadership in the beauty personal care industry.

Throughout the mid-20th century, Rexona expanded internationally, with Finland being the first international market in the 1960s. This continued evolution demonstrated Rexona's exceptional ability to maintain market relevance while adapting to changing beauty personal care requirements and technological advancements. The 1980s marked significant global expansion, with Rexona launched across the world under various brand names including Sure in the UK and Ireland, Degree in the United States, Shield in South Africa, and Rexena in Japan and South Korea. This continued excellence demonstrates Rexona's exceptional ability to maintain market leadership while adapting to changing beauty personal care dynamics and regulatory requirements. This strategic integration demonstrated Rexona's exceptional ability to integrate into larger beauty personal care corporations while maintaining its core brand identity and cultural significance in the deodorant industry.

In 2015, Rexona underwent a major brand refresh with new fragrances and redesigned packaging, maintaining its position as the world's leading antiperspirant brand. This continued evolution demonstrated Rexona's exceptional ability to maintain market relevance while adapting to changing beauty personal care requirements and corporate dynamics. This continued excellence demonstrates Rexona's exceptional ability to maintain market leadership while adapting to changing beauty personal care dynamics and regulatory requirements. This strategic integration demonstrated Rexona's exceptional ability to integrate into larger beauty personal care corporations while maintaining its core brand identity and cultural significance in the deodorant industry. This continued success represents a significant milestone in the evolution of deodorant and consumer-focused beauty personal care solutions. This strategic partnership demonstrated Rexona's exceptional ability to leverage corporate resources while maintaining its distinct beauty personal care identity and market leadership. This continued excellence demonstrates Rexona's exceptional ability to maintain market leadership while adapting to changing beauty personal care dynamics and regulatory requirements. This strategic integration demonstrated Rexona's exceptional ability to integrate into larger beauty personal care corporations while maintaining its core brand identity and cultural significance in the deodorant industry. This continued success represents a significant milestone in the evolution of deodorant and consumer-focused beauty personal care solutions. This strategic partnership demonstrated Rexona's exceptional ability to leverage corporate resources while maintaining its distinct beauty personal care identity and market leadership. This continued excellence demonstrates Rexona's exceptional ability to maintain market leadership while adapting to changing beauty personal care dynamics and regulatory requirements. This strategic integration demonstrated Rexona's exceptional ability to integrate into larger beauty personal care corporations while maintaining its core brand identity and cultural significance in the deodorant industry.