AKT
1 known investors
AKT makes natural deodorant balms and body mists using a proprietary plant- and mineral-based formula (DEO BARRIER COMPLEX) that applies as a balm and dries to an invisible powder. The company sells scented deodorant products, sets, and subscriptions directly to consumers, with recyclable packaging.
Also known as AKT London
Investors · 1
Company profile
researched Aug 2026AKT London (pronounced "act") is a London-headquartered personal care brand whose core product is The Deodorant Balm, a natural, aluminium-salts-free deodorant applied like a moisturiser and sold in aluminium tubes. The balm is built around a proprietary blend called Deo-Barrier Complex, described as natural plant and mineral powders that neutralise odour, cleanse skin and keep the user feeling dry; other stated ingredients include shea butter, diatomaceous earth, calendula oil and vitamin E. Products are positioned as vegan, cruelty-free, gender-free and plastic-free, with bespoke aluminium caps used instead of plastic ones, and are manufactured in the UK. [0][1][2][3]
The range has expanded beyond the underarm balm — which the company says can also be used on feet, forehead and chest — into a broader body care line including The Haze deodorising body mist, tools such as The Applicator (a brass applicator whose design references gua sha) and The Assistant, and multi-product sets and routine kits such as The Discovery Set, The Starter Set, The Principals Set and Ritual One. Balms are sold in numbered fragrance "scenes" (SC.01–SC.05) with notes such as petitgrain/mandarin/neroli, cedar/eucalyptus/orange, vetivert/lavandin/yuzu, mint/pomelo/tomato vine and amber/violet/tonka, priced at $29 per balm in the US, with sets from $34. [0][1][2][4][5]
Founding story
Co-founders Ed Currie and Andy Coxon met while performing together in a musical in London's West End — accounts date the meeting to 2014 or 2015, in the cast of Beautiful – The Carole King Musical. Performing eight shows a week under hot stage lights, they found antiperspirants stained clothes and failed to control sweat while existing natural deodorants lost effectiveness within hours, so they set out to formulate their own. They spent roughly three years developing the product with fragrance and cosmetic science specialists, initially making formula in their kitchen, and deliberately kept the early brand separate from their acting identities out of concern that two actors making a deodorant would not be taken seriously. They gave samples to West End cast members across London for efficacy testing, then used that community to support a Kickstarter campaign that hit its target within an hour of going live, launching the brand in spring 2020. [2][3][6][7]
Business model
Consumer packaged goods sold primarily direct-to-consumer through the company's own e-commerce sites, with one-off purchases, bundled sets and recurring subscriptions offering 15% off plus free delivery, supplemented by wholesale/retail distribution (for example the London pharmacy John Bell & Croyden). Purchase incentives include a 30-day money-back guarantee on a first 50ml deodorant balm and free shipping thresholds (over £40 in the UK, over $60 in the US). [0][1][5]
Product sales of deodorant balms, body mists, body care items, tools and gift/routine sets at premium price points (balms $29; sets $34–$101), plus recurring subscription revenue at a 15% discount to one-off pricing. [0][1][2]
Traction
The UK site displays 33,562 total product reviews and the US site 17,014, with the company citing more than 6,500 five-star reviews and over 200,000 customers; total funding reached $10 million by September 2024. [0][1][2][5]
Latest developments
In September 2024 AKT London announced a $7 million Series A led by Felix Capital, earmarked for product innovation, US expansion and retail expansion, with new product launches planned for 2025. The product line has since broadened to a full routine including The Haze deodorising body mist and routine kits, with full routines available in fragrances 03, 04 and 05. The founders were profiled in a Service95 video interview at AKT's central London headquarters. [0][1][5][6]
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Positioned as a premium natural deodorant that matches conventional antiperspirant performance; the company describes itself as multi-award-winning and "the UK's most awarded deodorant," citing recognition from titles including Harper's Bazaar, Marie Claire, Stylist and The Independent, and claims over 200,000 users. Trade press describes the brand as having rapidly built a loyal UK following for gender-neutral deodorant balms and named it to BeautyMatter's FUTURE50 2025 list. [0][1][2][5]
Aluminium-salts-free balm format with a proprietary Deo-Barrier Complex, plastic-free and infinitely recyclable aluminium packaging including aluminium caps, efficacy testing on dancers rather than animals, gender-free premium fragrance positioning, multi-use application beyond underarms, and a founder/community narrative drawn from West End theatre. [0][1][2][3][4]
Technology
The product's differentiating element is Deo-Barrier Complex, a trademarked proprietary blend of natural plant and mineral powders formulated to neutralise odour, cleanse skin and keep the wearer feeling dry without aluminium salts, allowing perspiration rather than blocking pores; the balm is applied by hand or applicator and dries to an invisible powder. Formulation was developed over about three years with fragrance and cosmetic science experts, and packaging engineering extends to bespoke aluminium caps that avoid plastic. [0][1][2][3]
Go-to-market
Community- and story-led marketing rooted in the founders' West End theatre network: free product sampling to West End casts, make-up artists and stylists (leading to on-set and celebrity usage), a crowdfunding launch amplified by that community, founder-fronted press and video interviews, editorial awards coverage, and DTC subscription sales across UK, US and other international shipping destinations, alongside selective retail listings. [2][5][6][7]
Consumers seeking natural, aluminium-salts-free and plastic-free deodorant, marketed as gender-free and aimed at people with physically demanding routines — performers, dancers and fitness professionals — as well as everyday users concerned about skin irritation and sustainability. [0][1][2]
Geography
Headquartered in central London with products made in the UK; operates separate UK and US storefronts and lists shipping to a wide range of countries including Canada, UAE, Hong Kong, Singapore, Australia, New Zealand and much of Europe. US expansion, including a Los Angeles launch push in June 2024 and a London–New York–LA focus, is a stated priority, funded in part by the 2024 Series A. [0][1][2][5][6][7]
History
AKT launched in spring 2020 following a crowdfunding campaign backed by the West End theatre community, with early individual investors including performer Matt Lucas, who invested alongside others putting in sums such as £5,000. The company secured £1.5 million in October 2021 and by September 2024 had raised $7 million in a Series A led by Felix Capital, bringing total funding to $10 million since 2020. As of 2024 the founders were targeting US growth from a base in London, with plans to launch in Los Angeles in June 2024 and to operate across a London–New York–LA triangle focused on creative-industry communities. The brand now runs a central London headquarters and has grown from a single deodorant balm into a full body care line. [5][6][7]
Risks & controversies
Product claims are largely self-reported by the company (efficacy comparable to antiperspirants, award tallies, customer counts), and marketing language such as "chemical free" and "natural" appears in site metadata. The business depends on a founder-led brand story and on scaling into the competitive and retail-heavy US market, a use of proceeds explicitly cited for the 2024 Series A. [1][2][3][5]
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 6
launches, deals, and filingsAKT London raised $7 million in a Series A led by Felix Capital to fund product innovation, US expansion and retailer expansion, bringing total funding to $10 million since 2020.
$7M source ↗
Founders said they would travel to LA in June 2024 to launch into make-up artist, dance and Hollywood studio circles, as part of a London–New York–LA strategy.
Trade press reported natural deodorant brand AKT securing £1.5 million in funding.
AKT launched via a Kickstarter campaign supported by the West End theatre community; the founders say the target was met within an hour of going live. Individual backers/investors included performer Matt Lucas, with some contributions of £5,000.
AKT launched in spring 2020 with its natural deodorant balm, initially sold via a DTC subscription model.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 8
primary sources listed
- AKTaktlondon.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does AKT do?
- AKT London is a UK direct-to-consumer body care brand selling aluminium-salt-free natural deodorant balms, mists and sets.
- Who are AKT's investors?
- AKT's investors include FELIX CAPITAL.