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Crafted by world-class perfumers, AXE redefines the body spray experience with premium scent and long-lasting fragrance.
Forget the old rules of grooming. AXE Malaysia is officially entering its new era with the launch of its all-new AXE Fine Fragrance Collection – a bold reinvention of the brand for a generation that knows scent isn’t just a finishing touch; it’s an entire identity. Built for Malaysians, the launch is anchored by #BerAXEsiDenganPenuhKeyakinan, inviting a new generation to show up with confidence, express themselves freely, and own their ‘Aura’.
From everyday moments to nights out, fragrance becomes part of how you carry yourself. It’s subtle, personal, and effortlessly part of your routine — shaping the impression you leave without saying a word.
Leading this new chapter is renowned Malaysian artist, Mierul Aiman, as AXE’s brand ambassador. Known for his rising influence and effortless style, Mierul represents a generation that defines confidence on its own terms. The campaign also features a collaboration with local rapper, MK K-Clique, who wrote and performed the official AXE anthem—a custom-curated rap track and cinematic music video that captures the 'Aura' of the collection.
Translating that ‘aura’ into an everyday essential, the AXE Fine Fragrance Collection is developed by world-class perfumers to deliver a more refined scent experience. Built with AXE’s X2 Odour Busting Technology*, the range offers up to 72 hours of freshness*, made to keep up with long days, late nights and everything in between.
(*Compared to another Unilever body spray. Based on lab tests.)
The collection introduces three distinctive variants:
Blue Lavender – A refined blend of lavender, mint and amber, delivering a cool yet confident floral freshness.
Aqua Bergamot – Crisp bergamot layered with sage and juniper for a fresh, energising scent profile.
Black Vanilla – A warm, sophisticated mix of vanilla, orange and sandalwood that balances sweetness with depth.
Each scent is created to complement different moods and moments, making fragrance a seamless part of how young men show up every day.
“At AXE, we’re creating scents that fit how this generation shows up – confident, expressive and unapologetically themselves. The Fine Fragrance Collection brings that elevated experience into everyday life, without the premium price tag,” said Farhana Mohd Nasir, Director of Marketing & Customer Strategy Planning, Unilever Malaysia.
With the Fine Fragrance Collection, AXE continues to evolve alongside a new generation where confidence is personal, and expression comes naturally.
The AXE Fine Fragrance Collection is now available nationwide at major hypermarkets, supermarkets and health & beauty retailers.
