From the moment they wake up and get ready to the end of a 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 body sprays, deodorants, anti-perspirants, body washes, shampoos and styling products, AXE gives guys the tools to express what makes them authentic and ultimately attractive to the world around them. In addition to being the #1 men’s fragrance brand in the world*, AXE is a lifestyle brand that speaks to both guys’ and girls’ through unique experiences like no other brand can.
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 body sprays, 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.
In 2016, AXE launched Find Your Magic, a point of view that inspires guys to embrace what makes them unique, authentic and ultimately attractive to the world around them. Find Your Magic was introduced in conjunction with the AXE Advanced Collection, a premium line of grooming products designed with premium benefits to help guys express their individuality. Throughout its history, the brand has partnered with some of society’s biggest voices, and created exclusive content and experiences for our community of guys and girls worldwide.
*Source Euromonitor International Limited; Beauty and Personal Care 2015ed, Men’s Deodorants & Mass and Premium Men’s Fragrances retail value sales combined, as per umbrella brand name classification, 2014; Lynx includes all AXE/Lynx/Ego sales