AXE’s New Limited-Edition Fragrances Are Made for Ultimate Smellmaxxing
Blending luxury grade ingredients to create “Marshmallow Smoke,” “White Vetiver,” and “Indigo Haze.”
Fragrance brand AXE has just launched a limited-edition collection of three bold scents to celebrate its sponsorship of the 2026 FIFA World Cup.
Playing on the recent trend of Smellmaxxing, which involves curating and layering perfumes to suit different occasions, the new arrival is expertly developed by world-class perfumers to ensure each scent embodies a distinct yet punchy profile. With its sweet body, the “Marshmallow Smoke” edition stands out as the most unique fragrance from the range. It comprises a base of vanilla, hazelnut and dark musk, complemented by ambrette and coconut water to achieve a tropical edge.
In contrast to the sweet notes of “Marshmallow Smoke,” the remaining “White Vetiver” and “Indigo Haze” fragrances offer a fresh take on more classic scents. Formed on a base of Indonesian patchouli oil, cedar wood and amyris oil, “White Vetiver” brings an earthy addition to the collection while “Indigo Haze” finds softness in notes of lavender, geranium, amber and molten sugar.
Bringing the collection to the global tournament, AXE hosted its “House of Fresh” activation near Estadio Azteca in Mexico. Alongside match screenings and pool parties, there was a fine fragrance workshop which invited fans to discover the science behind the scents and what makes them a must-have for staying fresh during summer events.
Take a look back at the activation in the gallery above.
