Williams Expert Ice Blue deodorant

Williams is a historic American brand of men's grooming products, originally founded in 1840 by James Baker Williams in Glastonbury, Connecticut. The brand gained international fame for its shaving soaps and the iconic 'Aqua Velva' aftershave. Over the decades, ownership of the Williams brand became fragmented across different global regions.

In Europe and other international markets, the Williams Expert line (including the Ice Blue deodorant pictured) was long owned and developed by the British-Dutch multinational Unilever. However, as of late 2024 and heading into 2026, the brand has transitioned to new ownership as part of a strategic divestment of non-core personal care brands. The brand is now part of the Sodalis Group, an Italian multinational personal care company that has been aggressively expanding its portfolio. Despite its American heritage, this specific product is primarily manufactured in Spain to serve the European market.