AKT

 

since 2020 :  The West End’s Answer to High-Performance Natural Bodycare

 

AKT was founded in London in Spring 2020 by West End performers Andy Coxon and Ed Currie. The idea sparked backstage, where traditional deodorants failed to keep up with the intensity of eight shows a week under hot stage lights. Costumes were stained, scents faded, and formulas simply didn’t perform. Determined to solve the problem, the duo spent three years in their Camden kitchen, collaborating with cosmetic chemists and fragrance experts to develop a natural deodorant that could truly perform.

 

Tested among fellow West End casts, the result was The Deodorant Balm, a rich, paste-like formula that quickly became AKT’s flagship product. Its success was immediate — praised by actors, adopted by dancers, and soon celebrated beyond the stage as one of the most effective natural deodorants on the market.

 

 

 

about akt

 

Today, AKT is a premium London-based bodycare brand built on the principles of performance, sustainability, and inclusivity. Every product is vegan, cruelty-free, gender-inclusive, plastic-free, and UK-made, proving that natural formulas can match — and even outperform — traditional antiperspirants.

 

AKT’s motto, “Born to Perform,” reflects its theatrical roots. Conceptually inspired by performance culture, the brand creates products that don’t just function — they transform a daily routine into a ritual, turning deodorant into an experience defined by luxurious textures, bold fragrances, and uncompromising efficacy.

 

 

 

 

 

Products

 

AKT’s hero is the Deodorant Balm, available in a range of scent-driven profiles like Orange Grove, After Thunder, and The Onsen, alongside an unscented version. Beyond deodorant, AKT expanded in 2024 into full body care with its “Prepare to Perform” line, featuring the Body Wash Concentrate (formulated to support the microbiome), the Body Conditioning Balm (toning and nourishing), and sensorial essentials like the Foaming Body Scrub and Konjac Sponge.

 

With over 500,000 units sold worldwide and a community of more than 200,000 loyal customers, AKT’s Deodorant Balm remains the bestseller, consistently praised in Vogue, GQ, Harper’s Bazaar, and even Oprah’s Beauty Awards. Its newer bodycare offerings mark the brand’s evolution into a holistic, performance-driven lifestyle label.

 

Distinctive features set AKT apart: its proprietary Deo Barrier Complex™ neutralizes odor with natural minerals and plant powders, while its 100% plastic-free aluminum packaging is both recyclable and elegant. The balm’s tactile application, often using a key-like tool to squeeze the tube, reinforces the ritual aspect of the brand — practical, sustainable, and luxurious all at once.

 

 

 

where to find

Sold primarily via aktlondon.com

 

Wholesale : Distributed through partners like Bloomingdale’s, Credo, and select boutiques, with online visibility on Amazon and TikTok Shop.

 

Global Reach : Rapidly scaling across the U.S., UK, and European markets, blending luxury retail presence with strong digital community growth.

 

 

Website https://www.aktlondon.com/

Instagram @akt_ldn

Photo akt