AKT continues expansion with new bodycare launch

AKT London, the personal care brand that began with natural deodorants, continues its expansion with the launch of The Everyday Encore Body Oil, the latest addition to its growing bodycare range.

Infused with hydrating squalane, antioxidant-rich rosehip oil, and a blend of sweet almond, borage, and linseed oils, the new product is designed to moisturise the skin and promote a "soft, glowing appearance".

The body oil is available in AKT’s fragrances - SC.01 Orange Grove and SC.02 After Thunder - complementing its wider bodycare range, which includes The Body Wash Concentrate, The Body Conditioning Balm, and The Foaming Body Scrub.

Founders Andy Coxon and Ed Currie told TheIndustry.beauty: "The Everyday Encore Body Oil is named after an encore - the act of getting up on stage to perform again - because that’s what it can provide.

"It’s not just about applying a nourishing, golden oil, it’s about taking a moment to pause and focus on yourself, to remember how fabulous you truly are, finding your light again, and get back out there and perform like everyone’s watching."

Currie and Coxon first met in 2015 while performing in a West End production in London. During the run, they found themselves repeatedly let down by mainstream deodorants - struggling to find a product that could keep up with the demands of life both on stage and off.

Determined to create a better solution, the duo began developing their own natural deodorant, testing it over three years on friends and fellow cast members. The result was AKT, which launched in 2020.

To kickstart their business, Currie and Coxon targeted the theatre community, distributing samples throughout London’s West End. By putting their product directly into the hands of performers and crew, they aimed to build brand awareness and grow a loyal customer base.

The theatre community continues to play a key role in AKT’s growth - being used in theatres across the UK, as well as on television and film sets around the world.

More recently, the business made its way to Broadway in New York - marking a significant step in its international expansion alongside continued product growth.