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.

Visit AXE on FacebookLink opens in a new window or follow us on TwitterLink opens in a new window, InstagramLink opens in a new window, and TumblrLink opens in a new window to get access to exclusive content, special promotions, and more. 

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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  • Sorry to say this, but you're not on a beach. That's just New AXE White Label you're smelling.

    08 Jan

  • New AXE White Label Forest. Hatchet not included.

    06 Jan

  • How you feel says it all. Feel your finest with New AXE White Label.
    Available in stores now.

    AXE White Label | Hotel (Official Extended Cut)

    02 Jan

  • AXE White Label Collective is looking for the next music superstar. Submit your original song to http://t.co/tlV4dZIe0V and #TakeTheLeap.

    28 Jan

  • Soft hair with style is easier than you think. New AXE White Label Style Cream. Try some. http://t.co/D8NFSrCHn3

    28 Jan

  • Be confident. You’ve got the best sweat protection ingredients with New AXE White Label Antiperspirant Stick. http://t.co/vGp539QBvW

    27 Jan

  • John Legend for AXE White Label Collective

    It takes more than talent to make it. That's why AXE teamed up with John Legend to create the White Label Collective—to give those with confidence the chance...

  • Ball Dont Lie | AXE #TryDry

    New Dry Spray Antiperspirants from Dove, Degree and AXE. The new way to stay dry. Watch Ken Marino (Unofficial Degree Spokesman) put new Degree Dry Spray Ant...

  • Shake On It | AXE #TryDry

    Watch Ken Marino (Unofficial Degree Spokesman) put New Degree Dry Spray Antiperspirant and Deodorant to the test. Ken will shake the hands of random shoppers...

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