From Stage to Skincare: West End Stars Launch Akt London

Ed Currie and Andy Coxon, once performers in London's West End, have transformed their backstage struggles into a thriving body-care brand, Akt London. The journey began when Currie’s co-star bluntly pointed out that his deodorant wasn't up to par during their demanding performances, prompting him to partner with Coxon in search of a better solution.

After experimenting with various formulas—described by Currie as reminiscent of a chemistry lab—they unveiled their first product, The Deodorant Balm, in 2020. Their innovative approach resonated with consumers, leading to over two million units sold and retail partnerships with major names like Sephora and Nordstrom.

Akt now boasts a full body-care line, including its latest offering, The Haze body mist. As they aim for broader global reach, Coxon envisions the brand evolving into a heritage name in beauty, akin to fashion labels like Loewe and Jacquemus, emphasizing that Akt is not just about products, but creating a lifestyle.

Source: fashionista.com