REXONA – Company Profile

REXONA – Company Profile

100 Victoria Embankment



United Kingdom

+44 20 7822 5252

Company Profile

Deodorant brand Rexona was originally developed in Australia in 1908 by Alice Sheffer, the wife of SF Sheffer, the owner of Sheldon Drug Company. A talented physician, she wanted to give people a new kind of personal care product, with effective ingredients that also smelt good. While marketed under the Rexona name in most countries, the brand is known as Sure in the UK and Ireland, Degree in the US and Canada, Rexena in Japan and Korea and Shield in South Africa. Products are available in varying forms including as aerosols, pumps, roll-ons, sticks and creams. Rexona was acquired by Unilever in 2000.

Enterprise Value: $7.186m

Top 3 Competitors

Procter & Gamble


Reckitt Benckiser

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