You Heard It Here First
Its used by Taylor Swift and Beyonces backup dancers.
The hero product is aplastic-freeand gender-free natural deodorant balm that comes in five scents.
Naturally, all that exertion resulted in an unwanted olfactory response.
We realized that no deodorant was working at all.
I gave it a go, and I got a massive rash with huge pustules, he says.
It was super painful but I didn’t smell as much as I normally did.
Trialing different formulas soon became a hobby.
We hit our target within an hour, says Coxon.
The Kickstarter was up to 50,000 pounds and 3,000 orders by the end of the month.
We thought, well, we’ve got a business now, he says.
Instead of fighting it out with lawyers, the duo decided to rebrand.
Typically aluminum tube packaging comes with plastic caps, but they were determined to be plastic-free.
Akts existence challenges the idea that recyclable packaging needs to be boring.
This time around, they partnered with a fragrance house because they wanted beautiful, perfume-led scents.
One of the deodorants,SC.05 Ext.
Columbia Road, is inspired by the Columbia Road flower market in London.
We wanted the sunlight peeking over the terraces, because you typically go there super early in the morning.
So there is a lemon note to emulate the sunshine.
They also envisioned hands being warmed around a coffee cup, so tonka bean made it into the mix.
A violet leaf note was included to represent the flowers.
In my experience, it doesnt annihilate every speck of natural human olfactory function the way antiperspirants do.
Its the only natural product of its kind I can get on board with.
