Akt is a London based premium skincare label that creates intelligent deodorant formulations BORN TO PERFORM. 

Designed with efficacy, strong environmental ethics and premium fragrances at its forefront, Akt provides a highly discernible, earth-conscious clientele with a new solution to personal hygiene and self-care. 

All formulations are made in the UK and are tested on professional dancers for their efficacy and functionality. They’re then hand poured and packed into our signature, vibrant, plastic free packaging. 

Founders Ed and Andy Akt London

OUR STORY

In 2015 Ed Currie and Andy Coxon met performing in a show in London’s West End. Their gruelling schedule was intensely physical: eight shows a week, dancing under hot lights, a dressing room five flights away from the stage - and no lift. That’s not to mention the rehearsals, classes and training during the day. 

Mainstream deodorants just weren’t cutting it. 

Antiperspirants stained their clothes, didn’t stop the sweat and made them smell like teenage boys. Natural deodorants left them smelling like B.O after only a few hours. So they decided to create one themselves. 

They spent three years researching, developing and formulating, collaborating with leading experts in fragrance and cosmetic science with exacting standards and a whole heap of creativity. The Deodorant Balm was finally born. 

Michael Duke for Akt London

Inspired by London’s West End. 

The West End is where the story began, so they decided to test their new creation on some of the hardest working individuals they knew of. Every single West End cast member in London was given a sample of The Deodorant Balm to test for its efficacy and comfort. The response was overwhelmingly positive and supportive. 

Theatre inspired the creation of The Deodorant Balm. But its community inspired the brand.

 TIMELINE

In late 2018 Ed and Andy decided to raise the capital for the business via a kickstarter campaign. On day one of the campaign they hit their target, largely supported by the theatre community in the UK, but also internationally too. After 30 days they had over 1000 orders for 3500 units. This meant they were able to launch their brand in March 2019. 

Disaster Strikes

Just before production was scheduled to begin Ed and Andy had to make the tough decision to pull the project due to a clash over their brand's initial name. However, instead of folding the company they decided to work with one of London's leading brand design agencies to create a new brand and new packaging. With typography inspired by old theatre billboards and fragrances inspired by "scenes" in nature, Akt's iconic name, brand and packaging was born.

Finally, in late Dec 2019 they launched their products online and fulfilled the orders from their kickstarter. The response was incredibly positive and because of the close relationship with their backers they were able to get feedback from their customers to make final tweaks before the big launch in Spring 2020.

 

Oranges and purple flowers. Akt Londond deodorant

ETHOS

Akt is proud to have developed plastic free packaging suitable for modern living. The Deodorant Balm is packaged in aluminium tubes ideal for their durability, portability and recyclability. 

Aluminium can forever be recycled without losing any quality. But plastic caps that usually accompany aluminium tubes, can’t.  In response Akt has created bespoke aluminium caps to prevent more plastic entering our ecosystem. 

The compromise is that our caps can’t pierce the seal, but simply find something sharp (a pen is ideal) and you’re good to go.