About Sure
Sure stands as the world's number one antiperspirant and deodorant brand, providing trusted sweat and odour protection to consumers across the UK. Owned by Unilever, Sure is the British name for the global Rexona brand, one of Unilever's 13 billion-euro brands with sales exceeding €1 billion annually. Sold in over 100 countries under various names including Degree in the US and Shield in South Africa, Sure has been keeping people confident and dry for over a century. For UK consumers seeking reliable, long-lasting protection, Sure delivers innovative technology backed by world-leading expertise. The Sure story traces back to 1908 when Australian physician Dr Alice Sheffer created Rexona as a personal care ointment. Alice's husband, SF Sheffer, founded the Sheldon Drug Company, and her Rexona formula quickly became the firm's top-selling product. This pioneering creation by a female scientist in the early 20th century laid the foundation for what would become the world's most popular antiperspirant brand. In the 1930s, Lever Brothers - one of the founding companies that would become Unilever - purchased Rexona with the vision of expanding the brand beyond its Australian roots. International expansion began in earnest in the 1960s with Finland as the first stop. During the 1980s, the brand launched globally under localised names: Sure in the UK and Ireland, Degree in the United States, Shield in South Africa, and Rexena in certain Asian markets. This naming strategy allowed the brand to resonate with local consumers while maintaining consistent product quality worldwide. Today, Sure is verified by NielsenIQ as the world's number one antiperspirant and deodorant brand. This market leadership reflects decades of innovation in sweat and odour control technology. The brand's position within Unilever's portfolio provides access to world-class research facilities and global supply chain capabilities that maintain product excellence. The Sure product range encompasses four main protection tiers designed for different needs and lifestyles. Essential Protection provides reliable everyday defence against sweat and odour at accessible price points. This range suits consumers seeking dependable basic protection without premium features. Nonstop Protection represents Sure's biggest upgrade in antiperspirant technology in 30 years. This range delivers 72-hour sweat and odour protection that continues working even after exercise. The advanced formulation responds to activity levels, providing enhanced protection when body temperature rises during physical exertion. For active lifestyles, Nonstop Protection ensures confidence throughout demanding days. Maximum Protection sits at the premium end of the Sure range, delivering an impressive 96 hours of protection. This clinical-strength formula is designed for consumers who experience excessive sweating or need extra confidence for important events. The extended protection duration means fewer applications and consistent freshness even during extended periods away from home. Whole Body Deodorant represents Sure's newest innovation, addressing growing consumer interest in broader body freshness solutions. This range extends protection beyond traditional underarm application. Format choices cater to different consumer preferences. Aerosol sprays provide quick, even application and rapid drying. Roll-on antiperspirants offer precise application with a smooth feel. Stick formats deliver solid antiperspirant in convenient, travel-friendly packaging. Each format is available across protection tiers and fragrance options. MotionSense technology features in selected Sure products, providing innovative fragrance release activated by movement. Microcapsules containing fresh fragrance sit on the skin's surface and burst when friction occurs during movement. This means fragrance is released precisely when it's needed most - during activity. The technology ensures freshness throughout the day without requiring reapplication. Gender-specific ranges address the different needs and fragrance preferences of men and women. Sure Women's ranges feature feminine fragrances in softer packaging. Sure Men's ranges offer masculine scents in bolder design. Both deliver equivalent protection technology - the differences lie in fragrance profiles and marketing rather than efficacy. It's important to note that Sure in the UK (Unilever) is completely separate from Sure in the United States, which is a different brand created by Procter & Gamble in 1972 and now owned by Innovative Brands LLC. UK consumers should not confuse these unrelated products when researching or purchasing. Sure products are ubiquitously available across UK retailers. Major supermarkets including Tesco, Sainsbury's, Asda, Morrisons, and Waitrose stock comprehensive ranges. Health and beauty retailers like Boots and Superdrug offer extensive selections. Discount retailers frequently stock Sure at reduced prices. Online retailers provide convenient home delivery options. When comparing Sure to competitors like Dove, Nivea, and Mitchum, each brand occupies different positions. Dove emphasises skin care benefits alongside protection. Nivea focuses on gentle formulations for sensitive skin. Mitchum offers clinical-strength protection. Sure provides the widest range of protection levels from essential to maximum, making it suitable for various needs and budgets. For UK consumers seeking reliable antiperspirant protection backed by the world's leading deodorant brand, Sure delivers technology and quality that has earned global market leadership. Whether needing everyday freshness or clinical-strength protection for demanding situations, Sure offers solutions for every lifestyle. Using Grocefully to compare Sure prices across UK retailers ensures you find the best deals on these essential personal care products.