[citation needed] Rexona was created in Australia in 1908 by Alice Sheffer, the wife of Samuel Fuller, who established the Sheldon Drug Company.

On June 8, 2021, Helen of Troy announced it has sold its personal care business, including Sure to Tengram Capital Partners (High Ridge Brands).

Rexona also developed a flash platformer called "Power Pamplona", which involves a bull runner racing across various countries.

Rexona, Rexena, and Sure brands are the sponsors of the English football clubs Southampton, Chelsea, Wolverhampton Wanderers, and Manchester City.

[7][8] Rexona and Sure brands also sponsor the top Spanish football competition, La Liga, for the Latin American, African and Southeast Asian markets.