Launched: 2020
Key Executives:
2025 Full Year Expected Revenue Range: $10 To $20 Million
2025 Projected Offline Distribution Points: 20
Primary Category: Bodycare
Other Categories: Personal Care
Key Markets: United States, United Kingdom, Canada
Retail Partnerships: Beautyspace In Bloomingdales, Credo
Primary Distribution Channel: DTC
Other Distribution Channels: Amazon, Boutique, Department Store, Professional, TikTok Shop, Amenities
Funding Rounds: Venture Capital
Total Funds Raised: $10 Million
Notable Investors: Felix Capital
We met where so many stories begin—on stage in a West End show! We were performing in “Beautiful: the Carole King Musical,” and we quickly bonded over our shared frustrations with, well, smelling fresh under the hot stage lights! It was one of those moments where we realized we had a common problem and thought, why not solve it ourselves? The theater world is demanding, and we both wanted a deodorant that could keep up but that also felt luxurious and true to our values. That’s where the seeds of AKT were planted.
We never set out to make a business. We literally started mixing batches of deodorant balm in our kitchen, testing each version on ourselves and, eventually, every single West End performer. It was trial by fire—if it could handle a West End schedule, we knew we had something special.
We spent three years formulating to get it just right. We wanted something that absorbed instantly, was sustainable and plastic-free, and of course performed under pressure! The first batch was humble, but the reaction from our community was incredible.
Insights provided by Ed Currie + Andy Coxon, Co-Founders + Co-CEOs
Key business initiatives for 2025?
Expanding product range and shifting from a deodorant brand to a “personal performance company” while focusing on driving growth in the US and EU. Becoming a B-Corp.
What are you most proud of having accomplished?
We are most proud of having transitioned from an industry where performers are often overlooked because all they think we can do is “jazz hands.” But we have built a successful business with a team of people we love spending time with—many of them being from the theater industry. We are a lot of fun—but we know to be prepared when we “step on stage” to perform. We have survived Covid and the post-Covid crash and are growing year on year.
What has been the biggest surprise?
Every now and then we look at each other and think, “how the hell have we done this?” As two stage performers with no experience in business, to now being one of the most celebrated deodorant brands, it feels very good—if a little surprising at times. I’d also add that the beauty industry is full of really helpful and kind people who are ready to help you when you need it. Sometimes in theater it can be a little cut-throat at times as competition for the next job is high.
What fuels your competitive advantage?
Our story is rooted in the theater industry. After all, it’s where we met. Theater, storytelling, and creativity are the bedrock of our brand. From the people we hire, to the way we show up—there’s always a little bit of theater to keep things compelling and fun. Of course, our products work amazingly and are sustainable, but really it’s all about championing the arts and the importance of creativity. This sets us apart from the rest.
Insight on the future of the beauty industry.
Our hope is that plastic starts to disappear from the supply chain more and more, and new technologies become cheaper and more accessible for brands to utilize across their portfolios. However, our worry is that we are seeing a shift in the opposite direction as consumers are spending more with brands that aren’t making any positive strides for people or the planet.
What is the best piece of advice you’ve been given?
Don’t pretend to be something you’re not. Our original brand had no mention of our background as actors. We thought no one would take two West End theater performers seriously. When we rebranded, the agency we worked with told us our brand story was unlike any other, and that it was our special power. Since then we’ve leaned into our authenticity fully. I mean … we are called AKT!
What is the best mistake you've ever made and what did you learn?
We’ve learned to trust our intuition about people we have met along the way. If they feel like a bit of shark—then it’s likely that they are. If their eyes dart around the room while you’re trying to sell them on your vision, they aren’t going to support you when the going gets tough. If they’re difficult to get hold of when you need them most, they’re not going to give you the time you need to make your business a success. We’ve trusted the wrong people along the way and it has caused serious problems down the line. Now, we always listen to our intuition and judgement. It has since served us very well!
What advice would you give to someone contemplating launching a beauty brand?
Sustainability and ingredients aren’t leading USP’s anymore. To launch a brand now, you need a really compelling story and to build a brand “world” that customers want to feel a part of. Of course you should be sustainable and your products should work, but to rely on them as a point of difference just won’t cut through anymore—especially with how many brands that are launching.
If you could change one thing in the beauty industry what would it be?
The amount of plastic packaging and greenwashing there is. I wish the industry leaders would invest in sustainable, plastic-free packaging to make it available to everyone.
