Axe is a Unilever Brand and was first launched in France in 1983. Since then it has become the deodorant of choice for men in more than 60 countries, including South Africa. It is the number one selling deodorant in several European and Latin American markets, and since its 2003 launch in Asia and the United States it has also achieved a notable presence there. Axe is masculine, original, individual, cool and fun and we pride ourselves on giving guys the edge in the mating game.