AXE®

From the moment guys wake up and get ready for their day to the end of a long night out, AXE is there to give guys the confidence to look, smell and feel their best.

With a full line of grooming products including daily fragrance sprays, deodorants, anti-perspirants, shower gels, shampoos and styling products, AXE helps give guys the edge to feel their best. In addition to being the #1 men’s fragrance brand*, AXE is a lifestyle brand that engages guys and girls with unique experiences like no other brand can.

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History:

The AXE brand was first launched in France back in 1983. After success in Europe, Latin America and other parts of the world, AXE was introduced in the U.S. in 2002.

With the launch of AXE, we shook up the largely mundane men’s grooming category in the U.S. After immediate success with our iconic bodysprays, AXE launched a line of anti-perspirant and deodorant sticks in 2004. We then expanded into shower gels in 2005, a full line of hair care products for guys in 2009 and entered the face care space for guys in 2013. In 2015, we rocked the grooming category again by introducing AXE White Label, a refined grooming line designed to boost guys’ confidence by helping them look and feel their finest. The brand has partnered with countless tastemakers and celebrities, and created exclusive content and experiences for our community of guys and girls all over the world.

 

*Based on volume of men's grooming products sold (excluding shaving hardware): Total US Market for Men's Grooming Products 52 weeks ending November 23, 2013

from our range

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  • What’s the freshest start to any legendary night? Using the No. 1 Male Body Wash in the World*—AXE White Label. Clean up, gents.

    12 Jun

  • Confidence is about feeling your finest. AXE helps you turn any walk down the street into a strut down the runway. http://t.co/QcgaJToHf2

    26 Jul

  • When you’ve got your grooming routine down, storied nights just fall into place. http://t.co/J0rJL1l6wn

    25 Jul

  • The backstage frenzy at #NYFWM is like the morning rush to get ready. A few minutes a day with AXE gets you the look. http://t.co/vmtuYo9kAy

    25 Jul

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