AKT launches deodorising body mist as UK faces fourth heatwave of year

British personal care brand AKT has launched The Haze, a new alcohol-free deodorising body mist designed to neutralise odour, just as the UK heads into its fourth heatwave of the year.

The new launch extends AKT’s fragrance-led deodorant range into an on-the-go format positioned between a traditional body mist and functional bodycare.

The Haze uses a deodorising active to neutralise body odour while adding fragrance, while its alcohol-free formula also contains niacinamide to brighten the skin. 

In user trials shared by AKT, 82% of participants agreed that the mist neutralised body odours effectively, while another 82%  said the fragrance remained on their skin for six hours. Almost all (95%) found the product convenient to apply on the go. 

Five fragrances extend AKT’s existing range

The Haze launches in five scents drawn from AKT’s Theatre of Fragrance collection, spanning citrus, woody and floral profiles.

The Orange Grove scent features traces of mandarin and neroli, reminiscent of freshly peeled oranges, while After Thunder combines damp cedar with eucalyptus and bitter orange. The Onsen takes inspiration from Japanese hot springs, Halcyon Summers has a Mediterranean character, and Columbia Road references the East London flower market.

AKT recommends using The Haze alongside its Deodorant Balm, applying the balm to areas prone to perspiration before misting the body. The format is also intended for refreshing after workouts or during festivals and travel. The bottle and cap can even be recycled after use.

“The Haze is inspired by a true story,” said AKT founders Ed Currie and Andy Coxon.

“We witnessed a girl struggling with B.O. She tried to cover it up with a body mist, but all it did was mingle the scent of vanilla and caramel with sour sweat — creating something that was altogether worse. Poor thing! And poor us! We decided then: we would create a body mist that made you smell divine, but also did more than just mask any unwanted odours that might be lurking underneath."

AKT builds on its Space NK expansion

Currie and Coxon founded AKT after meeting while performing in London’s West End in 2015. They developed the brand’s original deodorant over three years before launching the business in 2020, initially building awareness among performers and backstage teams.

The Haze arrives after AKT expanded into 30 Space NK stores across the UK in February. The brand said at the time that global sales had topped 1.75 million products.

AKT also recently launched its The Fabulous Five Discovery Set, a travel-sized collection of its five Deodorant Balm fragrances, launched ahead of the summer holiday period.

The 100ml body mist is priced at £35.