Axe/Lynx Deodorant

Axe, known as Lynx in the United Kingdom, Ireland, Australia, and New Zealand, is a world-renowned brand in male grooming. The brand was first launched in France in 1983 by the British-Dutch consumer goods giant Unilever. Its debut was a pioneering move, introducing the concept of a perfumed body spray as a daily grooming alternative to traditional cologne.

Over the decades, the brand's footprint has expanded globally, with production facilities located in several regions including the United Kingdom, France, and various sites across Europe and North America to meet regional demand. Today, Axe remains a key pillar of Unilever's personal care portfolio, benefiting from the parent company's extensive distribution network and research and development resources.

As of 2025 and beyond, the brand continues to be under the ultimate ownership of Unilever PLC. Unilever manages the brand through its Beauty & Wellbeing and Personal Care business groups, maintaining its status as a market leader in the male grooming sector through aggressive marketing and constant product innovation.