Who owns Sure?
Sure
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- Brand origin
- United Kingdom
- Main production
- Several countries, incl. United Kingdom
Sure is a UK deodorant and antiperspirant brand ultimately owned by Unilever PLC, a consumer goods company headquartered in the United Kingdom. Sure is the UK name for Unilever’s Rexona deodorant brand.
suredeodorant.co.ukAbout Sure
What is Sure?
Sure is a deodorant and antiperspirant brand sold in the United Kingdom. Sure is part of Unilever’s personal care portfolio. The brand offers products designed to protect against sweat and odour, including sprays, sticks, roll-ons, creams and whole-body deodorants. Unilever describes Sure as the UK’s number one antiperspirant brand.
Who owns Sure?
Sure is ultimately owned by Unilever PLC, according to Made O’Meter’s ownership data verified on September 23, 2026. Sure is the UK name used for Unilever’s Rexona brand, which is also marketed under names including Degree and Shield in other countries. Unilever PLC is a publicly listed consumer goods company headquartered in the United Kingdom.
Where does Sure come from?
Sure originated in the United Kingdom. Unilever’s archives state that Sure deodorant launched in the UK in 1966. The brand developed from Rexona, which was created in Australia in 1908 by physician Alice Sheffer. Lever Brothers acquired Rexona in the 1930s, and Lever Brothers later became part of Unilever after merging with Margarine Unie. Rexona was introduced in the UK under the name Sure.
What products does Sure make?
Sure makes deodorant and antiperspirant products in spray, stick, roll-on and cream formats. Product ranges include Sure Nonstop Protection, Sure Maximum Protection and Sure Essential Protection. Sure also makes Whole Body Deodorant in spray, stick and cream formats for use beyond the underarms. The range includes fragrances such as Rio Coconut and Amber Woods.
Frequently asked questions about Sure
Is Sure the same brand as Rexona?
- Sure is the UK name for Unilever’s Rexona deodorant brand. The same product family is marketed as Degree in the United States and Canada, and under other names in some markets.
Is Sure owned by Unilever?
- Yes. Sure is ultimately owned by Unilever PLC. Unilever acquired the Rexona business through Lever Brothers in the 1930s.
When was Sure launched in the UK?
- Sure deodorant launched in the United Kingdom in 1966, according to the Unilever Archives.
What types of deodorant does Sure sell?
- Sure sells sprays, sticks, roll-ons and creams. The range includes antiperspirants, deodorants and whole-body products.
Does Sure make whole-body deodorant?
- Yes. Sure launched Whole Body Deodorant in the UK in spray, stick and cream formats. The products are designed for use beyond the underarms.
Sources: suredeodorant.co.uk, unilever.co.uk: behind the brand sure the worlds no1 antiperspirant, en.wikipedia.org, unilever.co.uk: sure, archives-unilever.com: explore the collections, archives-unilever.com: changing attitude to smell in twentieth century hygiene, unilever.com: archive of annual report and accounts, unilever.com: printed reports
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Products from Sure
27- Sure Men Nonstop Protection Invisible Ice Fresh Anti-PerspirantPersonal care – Deodorant/Anti-perspirant
- Sure Men Active Dry Antiperspirant DeodorantPersonal care – hygiene
- Sure Bright Bouquet Anti-perspirantPersonal care – Deodorant
- Sure Men Sport Cool Anti-Perspirant Deodorant SprayPersonal care – Deodorant / Anti-Perspirant
- Sure Whole Body Deo Rio CoconutPersonal care – Body Deodorant Spray
- Sure Men SensitivePersonal care – Antiperspirant
- Sure Nonstop Protection Freesia & Waterlily Antiperspirant DeodorantPersonal care – Hygiene (Antiperspirant Deodorant)
- Sure Men Nonstop Protection Invisible Ice Fresh Anti-perspirant Roll-OnPersonal care – Hygiene
- Sure Men Invisible Ice Fresh AntiperspirantPersonal care – Hygiene (Deodorant/Antiperspirant)
- Sure Men Original Roll-on AntiperspirantPersonal care – Deodorant/Antiperspirant
- Sure Men Invisible Ice Fresh deodorantPersonal care – Antiperspirant deodorant spray
- Sure Men Nonstop Protection Menthol & Blue Lavender Anti-perspirantPersonal care – Hygiene – Anti-perspirant Deodorant Aerosol
- Sure Men Active Dry antiperspirantPersonal care – Hygiene (Deodorant/Antiperspirant)
- Sure Cotton Dry roll-on anti-perspirantPersonal care – Hygiene (Deodorant)
- Sure Anti-perspirant DeodorantPersonal care – Anti-perspirant deodorant
- Diversey SURE Glass CleanerCleaning product – Surface cleaner (Glass)
- Sure Invisible Aqua Anti-perspirant StickPersonal care – Deodorant/Anti-perspirant
- Sure Men Sensitive Anti-Perspirant Roll-OnPersonal care – Deodorant/Anti-Perspirant
- Sure Invisible Black & White Roll-on AntiperspirantPersonal care – Deodorant
- Sure antiperspirant deodorantPersonal care – hygiene
- Sure Men Roll-on Antiperspirant DeodorantPersonal care – hygiene
- Sure Men Active Dry Anti-PerspirantPersonal care – Deodorant / Anti-perspirant
- Sure Anti-Perspirant Deodorant Roll-OnPersonal care – Hygiene (Deodorant)
- Sure antiperspirant and deodorantPersonal Care – Antiperspirant and Deodorant
and 3 more products