Lynx is a globally recognized grooming brand for men, launched in the early 1980s. Originally developed in France, it was introduced as a standalone male fragrance brand to offer a masculine alternative to the unisex deodorants of the time. While the brand is known as Lynx in the United Kingdom, Ireland, Australia, and New Zealand, it is marketed under the name Axe in most other parts of the world, including mainland Europe, North America, and Asia.

The manufacturing of Lynx products takes place in several strategic locations across the globe to meet international demand. Major production facilities are located in the United Kingdom, France, and various regional hubs. The brand has built its reputation through provocative marketing campaigns and a wide variety of scents, evolving from a simple body spray to a full range of grooming products including hair gels, shower gels, and shampoos.

Ownership of Lynx lies with Unilever, one of the world's largest consumer goods companies headquartered in London. Since its inception, the brand has been a flagship in Unilever’s personal care portfolio. As of 2026, Unilever continues to manage the brand's global strategy, focusing on sustainability through recyclable packaging and evolving scent technologies to maintain its status as a market leader in male fragrance and hygiene.

Lynx deodorant