Fragrance house

Axe

Axe was introduced in France in 1983 as a perfumed deodorant body spray, with early fragrances including Amber, Musk, and Spice. From 1987 onward, the brand expanded into shower gel, shampoo, and aftershave. It is marketed as Lynx in the United Kingdom, Ireland, Australia, and New Zealand, while Unilever introduced Axe in the United States and Canada in 2002 alongside a longer-lasting 24-hour body-spray formulation. Axe’s earlier public identity centered on attraction-oriented advertising and the “Axe Effect” tagline, pairing fragrance with odor protection. In 2016, “Find Your Magic” presented a more progressive view of masculinity and attractiveness while broadening the grooming range to include daily fragrances, hair styling, body washes, and antiperspirants. Axe is a Unilever brand. Its fragrance history includes Axe Musk, the first perfumed deodorant body spray, introduced in France in 1983 as a fougère-style composition.