Do you know the difference between a deodorant and an antiperspirant? Well, Deodorants offer two forms of protection against odour. The first is antimicrobial properties that reduce the number of odour producing bacteria. The second is a fragrance that masks odours that are produced. Antiperspirants, meanwhile, block your body’s eccrine glands which make you sweat. This is usually done with an aluminium-based ingredient. Both deodorants and antiperspirants are approved as products safe for everyday use without posing the risk of harmful side effects. Still, with questionable ingredients like aluminium salts and parabens, there has been a rise in offering more natural ingredient alternatives.

Our underarms are perhaps the most sensitive, but least cared part of our body, but with summer well and truly upon us, it’s now time that we pay some attention to them.

Whilst the theatre industry remained shut back in 2020, two West End performers took AKT-ion by launching their very own (now award-winning) natural deodorant brand.

Back in 2015 where AKT London’s story began, co-founders Andy Coxon and Ed Currie met whilst rehearsing for Beautiful: The Carole King Musical in London’s West End. Both with hectic schedules, performing eight shows a week and under hot blazing theatre lights, Andy and Ed both struggled to find a sufficient deodorant, especially one that would be effective in masquerading their smell of hard work and active lifestyles.

Starting from Ed’s kitchen, the pair decided to take AKT-ion and begin their journey to create a deodorant balm that works for all. Dedicating three years to research, development and formulation, collaborating with leading experts in fragrance and cosmetic science, with exacting standards and a whole heap of creativity, Andy and Ed immersed themselves into the sweet smelling world of deodorant.

Officially launching in May 2020 at the start of the pandemic and when the theatre industry had recently been shutdown, The Deodorant Balm was born to perform, being the most effective solution to the continuous failing antiperspirants. With even the brands’ typography being inspired by iconic theatre billboards, AKT is a collaboration of theatre, personal hygiene and self-care.

Helping to inspire the brand, a vast amount of West End cast members in London were given a sample of The Deodorant Balm to test its efficacy and comfort, with an overwhelming response of positivity and support. The community’s feedback and support have been crucial to AKT for its existing success and continuation of growth.

The diligent duo knew from the outset that their ethics would play a key role in the product development. Both knew it was inevitable that AKT had to be an all-vegan, gender-neutral, natural, plastic-free deodorant brand – that is tested on performers, not animals. With strong environmental ethics, they knew that developing plastic-free packaging with aluminium would be crucial for durability, portability and recyclability. The business partners, but also friends, also purposely created bespoke, premium fragrances that were inspired by some of their happiest memories in the natural world.


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