AKT pays tribute to British theatre legend through new launch and campaign

AKT London has launched a limited-edition deodorant balm celebrating the anniversary of Noël Coward’s Hay Fever, which made its West End debut at The Ambassadors Theatre a century ago.

Inspired by English eccentricity, garden conversations, and theatrical heritage, the scent features top notes of apple and marmalade, heart notes of earl grey and ripe apricots, and base notes of soft cashmere and leather.

Echoing the UK-based brand’s existing range, the new launch is also plastic-free, gender-neutral, and powered by its proprietary DEO-BARRIER COMPLEX - but this time, elevated with a theatrical twist.

"It is designed to capture the spirit of a quintessential British summer - languid, sun-dappled, and ever so slightly unhinged. And what better muse than Noël Coward’s Hay Fever? ...and, in Ed’s case, beastly seasonal allergies," said AKT founders Andy Coxon and Ed Currie.

To mark the launch, AKT has released a new campaign "blending fashion, film, and farce", directed by British fashion designer Priya Ahluwalia.

The project features costumes inspired by Zandra Rhodes' personal archive, including billowing kaftans that echo the elegance of 1920s fashion. In collaboration with the Noël Coward Estate, AKT has also woven elements of Coward’s "deliciously acerbic language" into the narrative, with Currie providing the campaign's voiceover.

Launching during Pride Month, the collaboration also honours Coward as one of Britain’s queer icons. Described by AKT as "a playwright, performer, and provocateur whose wit and charm helped shape modern British queer culture", Coward’s legacy is central to the project’s tribute.

"It’s a true honour to celebrate Coward’s legacy," added Currie and
Coxon. "His work, his bravery, and his irrepressible queerness continue to inspire -  and this fragrance is a standing ovation to him."

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. Most recently, the business made its way to Broadway in New York - marking a significant step in its international expansion. Its latest launch further underscores its deep roots in the performing arts.