The short answer: No, Rexona is not cruelty free.
Manufactured and distributed by Unilever, Rexona is a deodorant and antiperspirant brand that was previously owned by Helene Curtis Industries, Inc. It was developed by an Australian couple, Samuel and Alice Sheffer, back in 1908. The brand was sold in different forms such as aerosols, pumps, roll-ons, sticks, and creams.
On its FAQs section, Rexona reveals: “At Unilever, we do not test our products on animals and have complied with the EU animal testing bans for cosmetics since 2004 and support calls for similar bans to be introduced globally.
Occasionally, across our portfolio, some of the ingredients we use have to be tested by our suppliers to comply with legal and regulatory requirements in some markets; and some governments test certain products on animals as part of their regulations.
As part of our commitment to ending animal testing, we have a growing number of brands that ensure that neither their procuts – nor the ingredients they use – are subject to animal testing by suppliers or by regulatory authorities. These brands’ commitment to no animal testing is certified by animal welfare groups.
We use a wide range of non-animal approaches to assess the safety of our products for consumers and continue to develop new ‘next generation’ approaches. Our team of internationally recognized leaders in non-animal safety science work with regulatory authorities, NGOs, our suppliers and other scientists across the world to share these approaches, to promote their broader use and acceptance by authorities. Our leading-edge research has one clear purpose: to continue to develop new non-animal approaches that can guarantee that our products are safe, without any need for animal testing.”
Sold in different parts of the world, Rexona uses different names such as Sure (United Kingdom and Ireland), Degree (USA and Canada), Rexena (Japan and South Korea), and Shield (South Africa). The grooming brand is also sold in China, where imported products are subject to mandatory animal testing to guarantee user safety. Their laws include testing a product before or possibly after it has been released in the market, especially when a customer files a complaint against the brand. As such, Rexona cannot claim to be 100% cruelty free.