Axe
Learn more about our scoring →
About Axe
Axe operates as Unilever's flagship grooming brand, positioning itself in the competitive bodycare market through fragrance-forward formulations and youth-targeted marketing strategies. The brand's sustainability profile reflects a mixed performance landscape, with strong animal welfare commitments balanced against limited environmental and social programming.
The brand's sustainability framework relies heavily on Unilever's corporate-level initiatives, including science-based climate targets and supply chain engagement programs. While this provides access to robust environmental policies, Axe demonstrates limited brand-specific sustainability programming, creating gaps in areas like ingredient safety policies and community impact measurement.
Notable developments include third-party certification for cruelty-free practices and packaging innovations incorporating recycled materials, though the brand continues to face challenges in vegan formulation development and comprehensive environmental disclosure. The parent company relationship provides sustainability infrastructure while highlighting opportunities for more targeted brand-level initiatives.
The Good Stuff
Where Axe appears to be making meaningful progress. We cross-referenced these findings with multiple independent sources.
Third-Party Verified Cruelty-Free Standards
Achieved third-party certification for cruelty-free practices through recognized animal welfare standards, ensuring no animal testing on products or ingredients throughout development and manufacturing processes
Circular Packaging Innovation
Implements infinitely recyclable spray packaging with 100% recycled plastic bottle integration, demonstrating commitment to circular economy principles in product design
Science-Based Climate Integration
Benefits from Unilever's SBTi-validated climate targets including zero Scope 1-2 emissions by 2030 and 42% Scope 3 reduction, providing robust decarbonization framework
The Reality Check
Areas where the publicly available data gets murky, incomplete, or concerning. We're transparent about the limitations of our analysis.
Non-Vegan Formulation Standards
Product range lacks vegan certification despite cruelty-free status, indicating continued use of animal-derived ingredients in formulation development
Brand-Level Program Gaps
Limited evidence of Axe-specific sustainability initiatives including measurable social programs, ingredient safety policies, or conservation partnerships
Wildlife Conservation Void
No documented wildlife conservation funding, habitat restoration initiatives, or biodiversity protection programs at the brand level
Axe's
Impact Aura
A visual representation of Axe's positive impact
across People, Planet and Animals
Each colored area represents the brand's performance in that sustainability category. The size and intensity of each blob corresponds to their score—larger, more vibrant areas indicate stronger performance.
Our Research
Key findings from our comprehensive analysis of Axe's sustainability performance across People, Planet & Animals impact.
Positive Impact on People
Research Highlights
- Ingredient safety policies remain limited with no brand-specific commitments on PFAS or clean ingredient standards
- Labor practices benefit from Unilever's code of conduct but lack independent certification verification
- Supply chain engagement operates through parent company climate programs targeting raw materials by 2030
- Social impact initiatives show gaps with no measurable community investment or program documentation
- Marketing integrity maintains baseline standards without verified third-party sustainability claims
Evidence Strength
Limited brand-specific documentation with reliance on parent company policies, minimal independent verification
Positive Impact on Planet
Research Highlights
- Climate action supported by Unilever's SBTi-validated targets including Scope 1-2 zero emissions by 2030
- Packaging innovation demonstrates infinitely recyclable sprays and 100% recycled plastic bottle integration
- Water stewardship operates through parent company efficiency roadmap without brand-specific metrics
- Biodiversity protection includes forest commitments but lacks dedicated brand-level conservation programs
- Chemical responsibility relies on general Unilever ingredient commitments without specialized policies
Evidence Strength
Strong parent company framework with documented packaging improvements, limited brand-specific environmental programming
Positive Impact on Animals
Research Highlights
- Cruelty-free practices verified through independent third-party certification under recognized standards
- Vegan formulations absent across product range despite cruelty-free status verification
- Wildlife conservation support shows minimal documented funding or habitat restoration initiatives
- Sustainable sourcing credentials lack verification for animal-derived ingredient procurement
- Conservation partnerships remain undocumented with no evidence of environmental funding commitments
Evidence Strength
High confidence in cruelty-free verification, significant gaps in vegan formulation and conservation documentation
See the Receipts
We don't just make claims—here are the official certifications that prove Axe's sustainability commitments.
Frequently Asked Questions
Is Axe cruelty-free?
Yes, Axe holds PETA certification under the Beauty Without Bunnies program, confirming no animal testing on products or ingredients. This represents one of the brand's strongest sustainability commitments with high confidence verification.
Are Axe products vegan?
No, Axe products are not certified vegan despite their cruelty-free status. The brand has not transitioned to 100% plant-based formulations, indicating continued use of animal-derived ingredients in their product development.
How sustainable is Axe packaging?
Axe demonstrates innovation in packaging sustainability with infinitely recyclable spray containers and 100% recycled plastic bottle integration. However, stick packaging shows limited recyclability with partial recyclable material content.
What are Axe's climate commitments?
Axe operates under Unilever's SBTi-validated climate targets, including zero Scope 1-2 emissions by 2030 and 42% Scope 3 reduction. However, the brand lacks specific climate initiatives beyond parent company framework.
Does Axe support environmental causes?
Environmental support operates primarily through Unilever's corporate programs rather than brand-specific initiatives. Axe shows limited documentation of direct conservation funding or wildlife protection partnerships.
How does Axe ensure ingredient safety?
Ingredient safety relies on general Unilever standards without brand-specific policies on PFAS, clean ingredients, or specialized safety frameworks. This represents a significant gap in the brand's sustainability profile.
What social impact programs does Axe support?
Current assessment reveals minimal evidence of Axe-specific social impact programming or measurable community investment initiatives, representing an area for potential development in the brand's sustainability strategy.
Ready to Shop Axe?
Find Axe products through our trusted retail partners
Brands That Score Better
The Bottom Line
Axe demonstrates selective sustainability strengths through cruelty-free certification and packaging innovation, while operating within Unilever's comprehensive environmental framework. The brand's sustainability profile shows potential for enhanced brand-level programming in areas like vegan formulation development, ingredient safety policies, and conservation partnerships.