HOBOKEN, N.J., August 31, 2026 — AXE is bringing back fan-favorite fragrances from the early 2000s - Kilo, Anarchy, and Touch - with the new Y2K Reboot Collection launch. The limited-edition body sprays are redesigned for a new era with a lighter, more controlled spray application.
In response to years of passionate social-first demand, AXE is giving people exactly what they’ve been asking for with the relaunch of three previously retired fragrances with new spray tech. The limited-edition drop taps into today’s nostalgia-driven culture, giving guys a chance to channel the unapologetic confidence and individuality that made the Y2K era so renowned.
Originally launched between 2002 and 2012, Kilo, Anarchy and Touch return with AXE’s next-generation spray technology, designed with consumer feedback in mind to deliver a more refined experience that reflects the preferences of today’s guys. Key benefits include:
- A gentler mist for better control and less overspray.
- A more focused spray exactly where you want it, without feeling heavy or overpowering.
- Up to 10% more sprays per can for longer-lasting use.
“Bringing back Kilo, Anarchy, and Touch wasn’t just about nostalgia — it was about listening to our community.” said Dolores Assalini, Head of AXE US. “The Y2K Reboot Collection is our way of showing up for the fans who grew up with AXE and never left, while introducing a new generation to the iconic scents that built the brand. It’s heritage, remixed for today—grounded in the confidence and self-expression that have always defined AXE.”
As part of the limited-edition release, AXE is also unveiling two new campaign spots, “Wedding” and “Afterdate,” which revisit classic AXE scenarios through a modern lens, centered on a familiar thought, “I wish I knew you earlier.” As the characters look back at younger versions of themselves, the films playfully capture the idea that people evolve and get better with time.
It's a message that reflects AXE's own journey. Over the years, the brand has evolved alongside its audience, refreshing its fragrances, enhancing its spray technology, and redefining confidence for a new generation. The result is simple: You got better. So did we.
Like the best Y2K trends, this comeback won't last forever. The limited-edition AXE Y2K Reboot Collection is now rolling out nationwide at Walmart, and other major retailers. Prices range from $4.99 for body wash to $7.98 for body sprays.
AXE Y2K Reboot Collection:
- AXE Kilo Body Spray (circa 2002): Notes of Bergamot and Sandalwood ○ Also available in body wash format
- AXE Anarchy Body Spray (circa 2012): Notes of Citrus and Musk
- AXE Touch Body Spray (circa 2004): Notes of Lavender and Cedarwood