Axe

Founded in 1983, Axe is the No.1 men’s fragrance brand in the world.

Sold across 90+ markets, for over four decades Axe has worked in collaboration with world-class perfume houses to become the go-to fragrance brand for young guys who want to feel and smell attractive, everywhere. Underpinned by its investment in the science of scent, Axe fragrances are built on a science-backed proprietary fragrance enhancer: Zinc Zap technology.

Two people stand side by side; one wears a large black and white football costume while the other holds their arm. On‑screen text reads “LYNX FIFA 26 Official Sponsor” and “Smell your best when you look your worst”, with a Lynx body spray can on the right.

The fragrance category is shifting fast, and today's young guys are not just purchasing single fragrances; they are building their own fragrance wardrobes, collecting and layering scents to develop a signature scent profile that is entirely their own. Almost one in three Gen Zers are already embracing smellmaxxing, a behaviour that is driving 25% year-on-year fragrance sales among this generation.

Axe’s FIFA World Cup 2026™ limited-edition collection is purpose-built to speak to this movement — giving guys three distinct fragrances to layer across the collection and with Axe’s wider Fine Fragrance range, including its shower gels, for 72-hour freshness and long-lasting fragrance that keeps them smelling their best throughout the tournament.

In the aisle of an empty aeroplane cabin with rows of blue seats, two people hold a large gold trophy prop resembling the FIFA World Cup. One person stands partly inside the oversized cup, with the rim around torso height, while the other stands beside it with both arms wrapped around the cup. The trophy has a crinkled metallic gold surface, two handles, and sits on a black base, with overhead luggage compartments visible along both sides.

Axe is officially partnering with the FIFA World Cup 2026™ to launch three limited-edition fragrances from its Fine Fragrance collection: Marshmallow Smoke, White Vetiver and Indigo Haze, featuring Axe’s most FOMO-fuelled limited-edition packaging to date.

Each limited-edition fragrance has been developed by world-class perfumers in partnership with some of the world’s leading fragrance houses, including Givaudan and IFF. The range utilises luxury-grade ingredients pulling from the most compelling trends in men’s fragrance today. The collection makes fine fragrance quality scents attainable to a generation that takes scent seriously.

The FIFA World Cup 2026™ limited-edition collection features Zinc Zap, a proprietary fragrance enhancer built on eight years of efficacy testing. Developed using advanced molecular science, Zinc Zap extends the life of the scent, stopping odour at the source, and ensures that performance matches the moment – directly addressing a concern cited by 80% of men who worry about their body scent.

Axe’s fragrance expertise has been built on decades of peer-reviewed scientific research generated as part of Unilever’s ongoing investment in fragrance science. This research mapped how fragrances can affect sensory and emotional processing in the brain, revealing the power of scent on attraction, perception and social connection. From watch parties with friends to the moments that matter, fragrance has the power to shift how young guys show up.

Watch “The Trophy” ad

Black and white logos of Axe and PETA side by side

Axe does not test on animals

Axe does not test on animals anywhere in the world and is PETA Approved. Axe also offers a wide range of vegan products – look out for the PETA logo on pack!

Find out more about Axe’s PETA approval here

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