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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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


  • 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

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