OUR HISTORY SHIELD IN HISTORY Founded in 1908 as Rexona, the company was established by a local pharmacist and her husband, the founder of Australia’s Sheldon Drug Company. Its first products were simple shaving razors, soaps and medicated ointments.
Around 1920 Rexona created its first advertising campaign, helping the company take its first steps in the rapidly expanding drug market. Hygiene billboards began to spring up all over Australia touting the company name. 33 years later, Rexona was bought by the Lever Bros, who would soon become Unilever. Although the name changed the company remained steadfast in its dedication to making industry-leading products through technological innovation. In the 1960s the world met Rexona antiperspirant. In 1963 Shield For Men and Shield for Women was launched in South Africa. As the first deodorant on the market, Shield set the benchmark high and has remained the deodorant market leader for the past forty years. The following years would see Rexona (internationally) and Shield (locally) establish itself as the top antiperspirant in the world. It gained endorsements from celebrity athletes, from tennis champion Steffi Graf in 1994 to more recent superstars, including the Springboks South African National Rugby Team, soccer star Siphiwe Tshabalala, award winning singer Lira, the All Blacks National Rugby team, mountain bike free rider Darren Berrelcloth, BASE jumper Miles Daisher, survivalist Bear Grylls, tennis champion David Nalbandian, international cricketer Andrew Flintoff and the Lotus F1™ Team. Today Shield is available in aerosol, roll on, stick, sachet and antiperspirant-cream formats. Shield’s famous formulation provides protection to allow you to face each day and DO:MORE, because Shield won’t let you down.