Axe Company and Products Review 2018: Get Your Axe Together!

Published on Jan 30, 2017 in Bath & Body

Unlike some metrosexuals would like to think, the idea of men grooming themselves is hardly a novelty. People (and hey, that includes guys!) have been using various herbs, oils, and substances to clean and groom themselves since time immemorial. In the past few decades however, there has been a company focused on male grooming like no other. I am talking about Axe (also known as Lynx and EGO in certain regions). Let’s go a bit into the company’s history and review some of their products, shall we? Welcome to our Axe Company and Products Review.

History and Origins of Axe

So, first of all, the technicalities. Axe is a brand, which belongs to a company called Unilever. The Axe brand was introduced over 30 years ago in France, and since then it has expanded to the worldwide market. Axe products are marketed primarily for the younger males out there, which is evident from its racy and sometimes-controversial commercials (which are banned in some countries!).

Axe got into some hot water a while back, after there were reports of injuries as the results of inhaling the fumes from their body sprasy canisters. The company released two ads against inhaling their products and setting them on fire. What can I say… some people needs those “caution – contents is hot!” labels on coffee, and other people need ads to tell them not to inhale fumes or set pressurized spray cans on fire. It takes all sorts, right? Moving on…

Axe Advertisement

The Axe brand was derived from a different Unilever line called Impulse, which is essentially a line of fragrances, colognes, and perfumes targeted at males and females. In 1983, the Axe brand was introduced as a kind of alternative to Impulse. The idea was to create a line of products which will be identified with the younger males, as opposed to Impulse which was more general. Niche marketing is a real money-maker, ain’t it? And speaking of niches, every now and then a limited-edition of Axe pops up for some time, corresponding with different locations or significant events.

Axe Product Overview

Axe’s product line includes deodorants and antiperspirants, hair care products, body washes, and daily fragrances.

Axe Roll-On Antiperspirant Review

Axe Roll-On Antiperspirant

The company’s body sprays are probably their most popular product. Essentially, there are two categories – deodorants and antiperspirants, both of which are designed to keep you fresh and clean. In the roll-on deodorant and antiperspirant section, there are various sticks, such as:

  • Iced musk and ginger.
  • Oud wood and dark vanilla.
  • Tobacco and amber.
  • You.
  • Phoenix.
  • Apollo.
  • Black.
  • Anarchy.
  • Black chill.
  • Gold temptation.
  • Harmony.
  • Excite.

As a general rule, I find that roll-on’s are more effective for me, personally, even though sprays manage to get me to feel more refreshed. I can’t explain it, really. Maybe it is all psychological, but something about that “psshhhh” and the liquid feeling helps me feel cleaner.

Related: Check out some of our other personal care brand reviews: Lush, Urban Decay, Dove, Neutrogena, Olay, Nivea, and Estee Lauder!

Axe Body Spray Review

Axe Body Spray

In the spray section, there are deodorants and fragrance sprays, which include:

  • Signature gold dry spray.
  • Signature night dry spray.
  • 48HR charge up dry spray.
  • 48HR advanced dry spray.
  • Signature forest dry spray.
  • Signature island dry spray.
  • You / Apollo / Phoenix / Black / Essence / Excite daily fragrances.

And others…

Now, it is a given – at least for me – that even if something says 8-hour, 24-hour, or 48-hour protection, it is all about you, your body, and your surroundings. That is what will make the difference, and not some commercial or marketing campaign. If you are a hard worker, your body spray or stick should work just as hard, and be able to match your schedule. On the other hand, it is not truly possible (for me, personally) to believe that a stick or spray can keep you dry for so many hours, and keep up the pace.

I find that 8 – 10 hours is the maximum. Although, I have not used the 48 HR sticks and sprays, so I might be wrong. Either way, that is just me and my opinion. I find that the scents I have used are really great, and that they do keep me dry and fresh, though not for the length of time which it states. But I let that slide, because I understand it is all part of their marketing. I don’t feel they are outright lying, because I suppose that if a person remained motionless for 48 hours, he or she would in fact stay protected. But I am not about to create that experiment just yet. Let’s just say I like the sticks and sprays, though I do find the need to re-apply sometimes.

Axe Daily Fragrance vs. Deodorant / Antiprespirant: What’s the Difference?

Axe Daily Fragrance

So, what exactly is the difference between these products? The key to understanding this conundrum is to go into the origins of sweat. Sexy, isn’t it? You bet it is, becuase by understanding the origins of body odor, you will understand when you need a certain product or another. In short:

  • An antiprespirant helps you stay dry. It does this by covering the sweat glands, thereby cutting off sweat at the source. Less sweat means less odor, and no stains on your clothing.
  • A deodorant is a substance which kills the bacteria which causes body odor. So, in essence, you do sweat, but you do not smell as a result of your sweating.
  • A daily fragrance helps you smell good. It is an entirely different product, which can be worn in conjunction with any other Axe product. You can spray it on your chest and torso, and basically on any other area which you want to smell good. Obviously, you could (and should!) try and mix scents which complement each other. Experiment and see what fits you best.

Remember – this is a product meant to be used externally only!

Axe Body Wash Review

Axe Body Wash

The daily, or semi-daily, shower which most of us go through is usually great. Whether you do it first thing in the morning, right before bed, or in the evening when you are heading out to chill with your boys at a club or bar – a shower is a great experience, and it refreshes you like no other. Want to feel even fresher? Axe body washes are meant to do just that. The vast collection of Axe body washes are engineered to help you feel amazing, whether you are just starting your day, or ending it in style. Products in this line include:

  • Skin hydrator.
  • Charcoal and clean.
  • Cool charge.
  • You.
  • Phoenix (also comes in a pump bottle).
  • Apollo (also comes in a pump bottle).
  • Excite (also comes in a pump bottle).
  • 3-in-1 shampoo/conditioner/body wash.
  • Dark temptation.
  • Black.
  • White label – forest.
  • White label – island.
  • White label – night.
  • White label – air.
  • Kilo.
  • Black chill.
  • Sports blast.
  • Gold temptation.
  • Anarchy.
  • Anarchy for her.
  • Snake peel.

Again, I didn’t try all of these, but I did have a go at a few of them over time. The ones I tried (the white label ones are exceptionally nice) were fun to use in the shower, and the scent lasted a good while. I was actually pleasantly surprised with them. I didn’t think these would last too long after the shower was done, but the smell went with me, and helped me feel cleaner throughout the day.

Sometimes I used them in the morning, sometimes at night. Regardless, they helped me stay fresh and clean, and I was ever so thankful for that.

Axe Shampoo Review

Axe Shampoo

I am actually not a fan of these. I prefer more natural ingredients in my hair care routine, but I did get a chance to try some of these out. Not many, so this review is not as in-depth as I would hope. The products in this line include:

  • Deep clean 2-in-1 shampoo + conditioner.
  • Daily dandruff defense shampoo.
  • Daily thickening shampoo.
  • Apollo 2-in-1 shampoo + conditioner.
  • Phoenix 2-in-1 shampoo + conditioner.
  • Total fresh 3-in-1 shampoo + conditioner + body wash.
  • Dual 2-in-1 shampoo + conditioner
  • Max hydrate 2-in-1 shampoo + conditioner.
  • Anarchy 2-in-1 shampoo + conditioner.
  • Dark temptation 2-in-1 shampoo + conditioner.
  • Armor anti-dandruff 2-in-1 shampoo + conditioner.
  • Peace shampoo.

The one product I used for a rather long period of time was the max hydrate, because I went through a time over the summer when I had a dry scalp. The max hydrate actually helped me out with it, but I decided – based on what I previously stated – that I want more natural ingredients in my hair care products. I don’t regret using it, though. Other ones which were okay were Dual 2-in-1 and the Peace Shampoo.

It may take you and your hair a bit of time to get used to a new hair care product, so don’t be discouraged. Overall, Axe has a fine selection, and I am certain you can find one which fits you and your scalp/hair type.

Axe Isn’t Cruelty Free

Is Axe Cruelty Free? Does Axe Test on Animals?

While Axe is trying to minimize its testing on animals, it currently still conducts animals testing procedures. This is done for the sake of safety regulations, and Axe is working with authorities to implement non-cruelty methods in the future. The tests are conducted by third-party laboratories. In short, Axe is not too animal-friendly for now.


Axe has been around for over 30 years, and it remains a popular line for guys of all ages. Their product range is impressive and effective, generally speaking. Like everything having to do with smells and scents, opinion will vary. My experience with Axe was a positive one. While it is a shame that they still conduct animal testing, their products do meet their goals, and are usually very moderately priced. Their commercials have received a fair amount of criticism, but as far as the products themselves are concerned, they are well-executed and highly accessible.

Looking for more on great beauty brands? How about Pantene, Suave, Oribe, Make Up For Ever, Physicians Formula, Jose Eber, Covergirl, or Rimmel? It’s all here at Maple Holistics!