From the minute guys wake up in the morning and take a shower to the moment they get ready for a long night out, AXE is there to help them look, smell and feel their best.
With a full line of grooming products including bodysprays, deodorants, anti-perspirants, shower gels, shampoos and styling products, AXE gives guys confidence when it comes to getting the girl. AXE is also more than just a leading men’s grooming line, it’s a lifestyle brand that reaches guys unexpectedly through unique experiences where they live, work and play.
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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. After immediate success with our bodysprays, AXE launched a line of anti-perspirant and deodorant sticks in 2004. We then expanded into shower gels in 2005 and most recently introduced a full line of hair care products for guys in 2009.