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All About Secret

First for Women

First for Fearless Women

Since 1956, Secret® has been providing women the protection they need to take on life fearlessly — to live arms up. Today, we continue in our push to help women live fearlessly through innovation and inspiration.

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Strong Enough for a Man, Made for a Woman

Strong Enough for a Man, Made for a Woman

We introduced Secret® in 1956 as a cream that was applied with your fingers for underarm odour control. Although products have changed significantly since, this cream was truly innovative. Two years later, we introduced the roll-on, the spray followed in 1964 and the solid version in 1978.

The driving force behind these early innovations was the principle that, yes, men and women have different needs from a deodorant, but a woman should never have to compromise how hard it works. The slogan "Strong Enough for a Man, Made for a Woman" embodied this ideal and grew to become one of the most famous ad lines of all time.

The 1980s

The 1980s

During the 1980s, we adapted the solid antiperspirant/deodorant from a round stick to a wide stick and introduced three scents: Powder Fresh, Spring Breeze and Sporty Clean. By the end of the 1980s, Procter & Gamble was the premier manufacturer of antiperspirants/deodorants, and Secret® was the leading women's deodorant brand.

The 1990s

The 1990s

The 1990s brought more exciting innovations with the launch of Ultra Dry and Sheer Dry. These products pushed the limits of strength and protection, with Sheer Dry offering women outstanding wetness protection that goes on clear and Ultra Dry offering them better wetness protection than most other products on the market at that time. In 1999, we introduced Platinum Soft Solid, the strongest over-the-counter form of protection available at the time, and it quickly jumped to the head of the pack as the leading choice among women who wanted strong protection.


The New Millennium

As we moved into the new millennium, Secret® continued to expand its product line. In 2001, we added three more scents: Ambition, Genuine and Optimism. We followed that with our 2002 launch of Secret® Platinum Clear Gel and also our Secret® Invisible Solid with its micronized formula that glides on clear, giving women an invisible shield of protection.

Next came yet another exciting product: Secret® Scent Expressions® that to date has 8 unique scents including Cherry Mischief, Va Va Vanilla and Truth or Pear—each designed to reflect your unique individual style while letting you change it up from day to day.

In 2007, Secret®'s strong innovation pipeline led us to the development of Secret® Clinical*, our first product line that delivers clinical wetness protection that outlasts your day. Plus, in addition to the Original formula, Secret® Clinical* comes in Sport, Sensitive Skin, Waterproof and Lavender.

In 2008, Secret®'s scientists went back to the drawing board to improve upon our successful Platinum line and develop a truly innovative active ingredient for our invisible solid that would give even more effective wetness protection than before. The result was Secret® Flawless Renewal™ that, along with our unique scent renewing technology, gives you strong protection that is activated by movement.

At Secret®, we've been innovating since 1956 and we will continue to do so, with our goal always being to give you excellent odour and wetness protection to help you take on each day fearlessly.

*clinically proven extra effective wetness protection