Listen to the full conversation between Akt London’s Co-Founders Ed Currie and Andy Coxon and Fashionista Associate Editor Catie Pusateri on The Fashionista Network on Spotify.
While he was performing in “A Chorus Line” on the West End — the British equivalent of Broadway — Ed Currie’s co-star delivered a hard truth: “‘Ed, you effing stink.'” His deodorant wasn’t holding up under The London Palladium’s hot spotlights for eight shows a week, and he wasn’t alone. Andy Coxon, a fellow West End performer with a similar experience, joined forces with Currie to concoct a long-lasting deodorant that would withstand opening numbers to final bows. After trialing multiple formulas (“Our kitchen looked a bit like ‘Breaking Bad,'” Currie said), the duo launched Akt London in 2020 with its hero SKU, The Deodorant Balm.
With five core fragrances (which are stylized as scene numbers) in tow, Akt has now sold more than two million products and is stocked at major global retailers like Sephora, Credo Beauty, Space NK, Nordstrom and Revolve. Akt has also expanded its assortment to include a full body-care line, including its latest launch, The Haze, a body mist for neutralizing odor. As they look to continue expanding Akt’s global reach, Currie and Coxon are laying the groundwork for it to become a heritage beauty brand.
“Even if Ed and I aren’t involved or are less involved in 10, 20 years’ time, I’d love to still see [Akt] doing what we’ve always said,” Coxon said. “Let’s say it’s like a Loewe one day, a Jacquemus. A bit more like a fashion-world brand that we’re trying to take a lot of inspiration from. It’s not just [a] product, it’s a world.”
On The Fashionista Network, the duo discussed pivoting from on-stage roles to beauty entrepreneurship, Akt’s initial crowdfunding campaign, the behind-the-scenes formulation process, their decision to avoid plastic packaging, the brand’s goals for a brick-and-mortar store (on Broadway!) and more. Watch the full interview on YouTube below.
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