May 21, 24


Today, we celebrate 4 years since we launched AKT London, and we couldn’t be happier to share this day with you.

How Did We Get Here?


It all began when Ed and Andy met while performing in a West End musical in London and realised they needed a deodorant that could keep up with their lifestyles. So, after three years of formulating on the hob in their kitchen, The Deodorant Balm was born! They gave a sample to every West End performer, and they went NUTS for it. This is where the idea for a business began.


After losing their theatre jobs due to Covid, they refocused and worked hard to officially launch AKT. That same year, Vogue ranked us as #1, Harper’s Bazaar awarded us "Best Deodorant", and Forbes called AKT’s natural deodorant a "Genius new invention."


Theatres finally reopened after Covid, so as a “welcome back” gift, we decided to give AKT packages to every show! During this time, our team started to grow, and AKT was featured on ITV's This Morning!


And we kept getting bigger. We managed to raise £1M through crowdfunding and began the tough task of developing new products. This year, we won "Plastic Free Product of the Year" from Stylist.


A very exciting year. We became the UK's most awarded deodorant and partnered with incredible brands such as Netflix, Searchlight Pictures, Adidas, Harvey Nics, London Fashion Week, and more. We also featured in King Charles III's book as a "British business success story.” During this time, we also kicked off our US expansion plans by giving tubes to every single Broadway show - safe to say, it was a hit!


And that brings us to now. What a year so far! We officially launched in the US, GQ US called us "One of the best deodorants of all time,” and even Taylor Swift and Beyoncé's dancers said they are "Obsessed" with AKT!

We’ve still got a long way to go. Like AKT’s ongoing commitment to the environment as we work towards obtaining B Corp certification, and our further expansion in the US and other parts of the world. With many new and promising things coming up — we couldn’t be happier to celebrate AKT’s birthday today.

All of this is very exciting, but it truly couldn’t have happened without you, our cast. We are incredibly grateful that you’ve been choosing us and sharing how much AKT has meant to you. So, thank you!

If you haven’t yet, we encourage you to try our subscription and join the cast. We’ve got a lot of exciting things coming up, but for now, all we can say is grab a seat because the best is yet to come!

Written by AKT London