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Behind the brand: Sure, the world’s No.1 antiperspirant


Sure, the UK’s number one antiperspirant brand, is launching its biggest upgrade to antiperspirant technology in 30 years: Sure Nonstop Protection. Featuring breakthrough technology and breaking the limits of Sure’s basic antiperspirant aerosol, the new range has been tested to the limit to provide 72-hour protection from sweat and odour, even after exercise.

Picture of six 72-hour protection deodorant cans

To commemorate this, here’s how cutting-edge science, and a purpose built on the benefits of moving more, are keeping our biggest deodorant brand fresh and future fit.

How it started

Rexona was created by Australian physician Alice Sheffer back in 1908 in Australia. Alice’s husband was SF Sheffer, the founder of the Sheldon Drug Company, and her Rexona personal care ointment quickly became the firm’s top-selling product.

In the 1930s, Lever Brothers – one of the founding companies soon to become Unilever – purchased Rexona, with the aim of expanding the brand beyond its Australian roots. Finland was the first stop in the 1960s, and the rest of the world soon followed in the 1980s, with Rexona launched across the globe under the brand Sure here in the UK, and also Degree, Shield and Rexena.

How it’s going

Sure is at the forefront of bringing game-changing technology to the market and delivering on the high expectations of consumers.

It is now the world’s No.1 antiperspirant and deodorant brand (verified by NielsenIQ), sold in more than 100 countries, and one of 13 billion-euro brands in Unilever’s portfolio, with sales valued at more than €1 billion a year.

Advertisement of 72 hour nonstop protection deodorant cans

The purpose that powers it

Sure believes in the power of movement to transform lives and it’s on a mission to inspire everyone to move more.

As part of this, the brand is challenging society’s narrow limits of what an acceptable mover looks like, to make movement inclusive for all.

Through its Breaking Limits programme, Sure is equipping young people, especially those in disadvantaged communities, with the confidence and opportunity to move however they want.

The brand is partnering with NGO Beyond Sport and a network of recognised NGOs that run sport for development programmes to scale up this work and provide young people with greater access to sports and coaching. The programme has already reached more than 600,000 young people and supported more than 9,000 coaches, community leaders and volunteers.

Here in the UK, Sure is expanding its Breaking Limits programme into schools with a host of fun, inclusive and accessible lesson plans and in-classroom activities that will equip students with the confidence to move. The programme, which will be up and running in schools from this month, will take a fresh approach to challenging the barriers that can stand in the way of students being active.

Child jumping in advertisement of Sure breaking limits programme

Brand new ideas

The science behind 72-hour sweat protection

Sure’s ads have long claimed ‘It won’t let you down’. Now that promise lasts longer than ever, thanks to the patented technology developed in Unilever’s labs.

Across its range, Sure now features 72-hour non-stop protection from sweat and odour - the brand’s biggest upgrade in antiperspirant technology in 30 years. More than 60 Unilever scientists performed over 200 clinical tests to measure the impact of microtechnology on sweat and malodour reduction and came up with a formula that delivers an extremely effective barrier.

Sure’s Nonstop includes unique MotionSense™ technology, reacts as users move to release bursts of fragrance, just when its needed most. The new Nonstop Protection was trialled by ‘movers’ across the UK and 72% agree that the new antiperspirant gives them the best sweat protection ever. Read an interview with two of our experts about this innovation here.


The Sure team have launched the #MoveYourWay campaign to empower people of all abilities to feel more confident and inspired to play sport, whilst helping them to gain access to sport and fitness.

Sure also partnered with One City Disability, supporting Manchester City Football Club to allow every person on the programme to participate and develop football skills regardless of their disability.

Designed for inclusion

In 2021, Sure started on a journey towards inclusive product design. Working with a diverse team of experts, the brand developed a prototype

Its hooked container, improved grip and magnetic ‘click’ closures are designed to make the prototype easier to hold and handle, and instructions on the label are printed in braille.

“As a brand that’s committed to inspiring confidence in everyone to move more, Degree believes no one should be held back from breaking a sweat and enjoying the transformative benefits of movement,” said Kathryn Swallow, Rexona Global Brand Lead + Deodorant Category Head, “More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind. With Degree Inclusive, we hope to inspire bold action across the industry to ensure that people with disabilities have an equal playing field.”

Marking the beginning of the brand’s journey into accessible design, the Sure Inclusive prototype has been piloted by a diverse community of engineers, design experts, occupational therapists, and disabled consumers to develop a first-of-its-kind product innovation that was introduced to the UK in August 2021.

You can read more here.

Partnering for better

In June 2021, Unilever UK and Sure announced they were supporting the Parallel Windsor Virtual 2021 as sponsors of the digital ‘Festival of Inclusivity’ and Active Lifestyle partners for the virtual mass participation event.

The virtual event aimed to champion disability inclusion by encouraging participation in a range of fully accessible distances with no cut off times so participants can ‘start together, finish whenever’. Individuals signed up to a range of distances – from 100m to 10K – which they completed in their own time and in their own environment to fundraise for a disability charity of their choice.

You can read more here.

It might surprise you to learn…

In April 2022, Sure (under its Degree brand) launched the world’s first marathon in the metaverse. The Degree Metathon invited Decentraland visitors to take part in the virtual event in a space entirely free from real-world physical limitations and societal stereotypes.

Avatars had the opportunity to try Decentraland’s first adaptive wearables such as prostheses, running blades and wheelchairs – all designed to offer greater representation to people with disabilities.

Iconic ads


In this 2022 film, Sure challenges self-doubt, exhaustion and all the factors that can hold us back from fulfilling our potential. Instead, the brand urges viewers to listen to the inner voice that says it’s #NotDoneYet.

Watch Me Move

Fear of judgement stops 46% of people from being active.* In this 2021 ad, Degree smashed stereotypes by showcasing an inclusive range of athletes in its Watch Me Move campaign, celebrating the Breaking Limits programme.

Degree Inclusive

In 2021, Degree created the world’s first adaptive deodorant in collaboration with a diverse disability community. The revolutionary design is easier to hold and use than regular deodorants, and the packaging is labelled in braille. Boxer Nick uses it in this impactful ad.

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