AKT, an upmarket natural deodorant, secured £1.5 million in funding from Stonebridge, the digital-first consumer brand investment firm headed up by DTC entrepreneur James Cox (Simba Sleep, Carbon Theory, Mahabis).
WHO: AKT was founded in May 2020 by Ed Currie and Andy Coxon. The award-winning, all-natural, all-gender, luxury deodorant balms are a premium player in the plastic-free, natural deodorant market, priced at £18. The multiuse deodorant balm comes in three fine fragrances inspired by nature, and is applied using a brass applicator that takes inspiration from gua sha, a traditional Chinese healing method. The brand launched with a DTC subscription model but is also carried at John Bell & Croyden.
WHY: The capital will be used to increase the brand’s footprint across Europe and enhance its subscriptions, loyalty programs, and e-commerce experiences.
IN THEIR OWN WORDS: Managing Partner at Stonebridge, James Cox, said: "Natural deodorants have been gaining significant momentum with consumers due to growing awareness of the potential harmful effects of aluminum-salts in deodorant formulas. The organic deodorant market is set to be worth $158.5 million by 2025, AKT's perfect blend of style and substance positions them well as a future winner, with the same attributes giving them license to extend the range at speed. They have these incredibly sophisticated fragrance profiles that actually perform. It really works as an effective deodorant. Something, other brands in the space haven't achieved."
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