The global deodorant and antiperspirant market is expected to surpass $80B this year; the organic personal care products market is expected to grow at 9.3% through the latter part of this decade. Sitting at the intersection of the two is AKT, a direct-to-consumer all-natural, plastic-free premium deodorant brand. Rather than the conventional roll-on or spray, AKT’s three scents are designed as a balm that can be applied to any part of the skin without fear of irritation. Each tube, designed to keep you smelling fresh all-day, retails for £18 and is also available as a subscription through AKT’s site.
London TechWatch caught up with AKT Cofounder Ed Currie to learn more about how the found team’s experience sweating under the bright lights as theatrical performers inspired the brand, the company’s strategic plans, latest funding round, and much, much more.
Who were your investors and how much did you raise?
We’ve secured £1.5 million in pre-seed funding from Stonebridge – the digital-first consumer brand investment firm headed up by the DTC entrepreneur James Cox, who you might know from the likes of Simba Sleep and mahabis.
Tell us about your product or service.
In a nutshell, AKT is an all-natural, all-gender, plastic-free, premium deodorant. Rather than a spray or a roll-on, AKT is a deodorant balm. You simply apply it like a moisturiser to clean under-arms.
What’s different about it though is that it’s multi-use. We’ve crafted three premium fragrances to choose from which are inspired by nature and designed for everyone. And because they smell so good – you can apply to your neck, upper lip … or anywhere you need all-day protection.
AKT is also recyclable, vegan, and plastic-free. It’s a high-performing, long-lasting deodorant that actually works… trust us.
What inspired the start of AKT?
We’re super active people! Until the pandemic hit, Andy (Coxon, cofounder) and I were West End professional performers – working up to eight shows a week under searing hot stage lighting in popular musicals.
This, on top of daily rehearsals, auditions, and working out at the gym – I’d stick on a T-shirt and five minutes later it would smell.
It was ingrained in the fabric – and impossible to wash it out. I tried everything on the market: natural deodorants, traditional stuff like Sure and Lynx, and then extra strength antiperspirant, which burned my armpits and stained my clothes.
I was just getting so frustrated, throwing away T-shirts every other week. And I was just like, I hate this, I’m going to figure out how to do this myself because somebody has to… there must be a way!”
This was the catalyst to create AKT.
How is it different?
AKT works like a moisturiser as well as a natural alternative to antiperspirant. We use intensely nourishing ingredients like Calendula and Shea, and have developed a proprietary blend of natural, mineral, and plant powders called DEO-BARRIER COMPLEX™ that rest invisibly on the skin and absorb natural perspiration throughout the day – without blocking your sweat glands. You can wear it anywhere on your body – we really believe it is the best product on the market.
AKT works like a moisturiser as well as a natural alternative to antiperspirant. We use intensely nourishing ingredients like Calendula and Shea, and have developed a proprietary blend of natural, mineral, and plant powders called DEO-BARRIER COMPLEX™ that rest invisibly on the skin and absorb natural perspiration throughout the day – without blocking your sweat glands. You can wear it anywhere on your body – we really believe it is the best product on the market.
We put it through its paces by testing the formula and different ingredients by trialing it on over 1,000 professional dancers and athletes, which inspired our play strapline “Tested on dancers, not animals.”
Plastic-free and natural, we’re also really proud that our scents are completely gender-inclusive.
What market you are targeting and how big is it?
The global organic deodorant market size is expected to reach $158.5 million by 2025, according to a new report by Grand View Research, Inc. AKT is priced at £18, so positioned in the luxury space.
What’s your business model?
We are largely direct-to-consumer; we offer our customers a subscription model or the ability to buy AKT as a one-off purchase.
We were also stocked in some incredible physical retailers such as Selfridges, who brought the brand into store as part of its recent Project Earth initiative, and the Marylebone institution that is John Bell & Croydon – established in 1798 and pharmacists to Her Majesty The Queen since 1958.
What are your post-COVID office plans?
We remain remote working, with one or two days a week meeting up at coworking spaces if we need to. We have done everything via video calls since the beginning as Ed is in Berlin and I’m in London – so offices are an unknown element. As the team grows we will be looking for a base eventually for sure but the ease and time gained from video calling is phenomenal. It has helped productivity massively.
What was the funding process like?
We crowdfunded with a Kickstarter campaign, and gave a sample to every single person performing in the West End. With this network, we hit the target of £15,000 within 24 hrs and had raised £50,000 by the end of the month. We were then overwhelmed with over 3000 units to make. The rest is history!
What are the biggest challenges that you faced while raising capital?
This was the first time we did a big investor fundraise so we had nothing to compare it to. However, the ease of jumping on video calls, not having to travel, and being able to meet more people in a shorter time felt like a big bonus. We did ask this to investors in our chats and they said the same – we had more time and it felt easier to meet people.
What are the milestones you plan to achieve in the next six months?
To grow our subscription figures 10-fold. Release new fragrances and products continuing to use the same green/plastic-free ethos, including plastic-free sample sizes.
What advice can you offer companies in London that do not have a fresh injection of capital in the bank?
We worked with an incredible lady we called our “investment Guru” who got our financials and business model to a place where we could prove we were a profitable and growable business. We also did a small raise for equity with friends and family that we couldn’t have gotten to this stage without. There are also great schemes such as Shopify Capital for quick injections but all come with pros and cons.
What factors about your business led your investors to write the check?
Natural deodorants have been gaining significant momentum with consumers due to growing awareness of the potential harmful effects of aluminium salts in deodorant formulas.
One of the biggest compliments that we have received is that AKT has effectively managed to marry style and substance.
It really works as an effective natural deodorant. Something, other brands in the space haven’t achieved.
Where do you see the company going now over the near term?
Now we have investment we are focusing on “operation foundation”; making sure we get all important systems, team members, and plans in place to grow fast but smart. We will continue to reach new audiences and grow our Cast.
What’s your favourite outdoor activity in London?
Have you ever been to Regent’s Park Open Air Theatre? They do groundbreaking and fresh productions. It’s always worth a visit!
