What Do Beautiful Gentlemen Do When They Perspire? Find Out Here

That old euphemism ‘horses sweat, gentlemen, perspire, and ladies glow’ is an old-fashioned expression, originating from Victorian-era etiquette. Initially designed to enforce social niceties and to discourage women from discussing physical exertion, as though something as simple as sweating was vulgar or animalistic. Funny how we can get so squeamish about bodily functions. Thankfully, two young actors took the bull by the horns and went about dealing with their own perspiration by mixing concoctions in their kitchen. Actors and a kitchen sink are not really what you would put together with deodorant. Meet AKT London, an award-winning body care collection that has just gone into SpaceNK.

Deodorant Brands

Actors Andy Coxon and Ed Currie found out the hard way. Not even trying to start a company, they did, and it was not a logical ride. As performers on the West End stages of London, their regular deodorants just didn’t stand up. The strains and stresses of days and nights under hot lights, moving, shaking, singing and performing saw them somewhat glistening but not in a beautiful oiled-body kind of way, but more of an ugly, sweaty armpits kind of way.

Entrepreneurial

So unlike most people, they took the bull by the horns, or if you like, and took their soggy armpits to task. They created a Deodorant Balm, unlike any other, one that could withstand the long days and nights under the trying heat of theatre lights. But this was no easy task.

Kitchen Sink

Starting at the kitchen sink, researching what they thought would work.  So it started from a, a very simple recipe on this hippie mum’s blog website, it was three ingredients go on, which was coconut oil, baking soda, and some essential oils. And they just slapped it together and put it in a jar. For this first attempt, the biggest rash you’ve ever seen appeared, not a great start.

 Project Management

The project developed further. Initially, it was just a hobby, every week trying different ingredients, doing some more research. There were two cupboards in the kitchen dedicated to collecting different ingredients. With help from one of their dads, who worked within sales in the chemistry world, they began to explore in more depth, because he knew ingredients, and also understood which things could irritate.

Learning Curve

Learning about the best butters and creams to use as bases, but also having to learn about perfumery oils, as these can cause huge allergic reactions if not used properly.  So these gents had a hobby of making recipes for deodorant in their kitchen, which, with time, has turned into a very viable and respected business

 When we first started the brand, we wanted natural first, to use only essential oils, and then obviously we learnt. We made a fragrance that had 17 essential oils and took it to the factory to get it made, and they’re like, um, you can’t do that. The one we made in the kitchen, it smelled amazing. But one of the oils, we now know now, is an endangered species. And on top of that, they were also like, this is gonna cost you 500 pounds a kilo.  It’s been a massive learning curve.

Deodorant Balm

The brand found a way forward and now AKT’s hero product, The Deodorant Balm, is a multi-award-winning personal performance essential, infused with Deo-Barrier Complex™ for professional-grade effectiveness that lasts. This revolutionary, aluminium salts-free formula transforms from a luxurious, skin-nourishing balm into a drying, invisible powder: actively deodorising and odour-protecting to keep you feeling fresh and confident, without breaking character. Ever. Also, it comes in six divine fragrances: SC.01 with Petitgrain, Mandarin, and Neroli, SC.02 with Cedar, Eucalyptus, and Orange, SC.03with Vetiver, Lavandin, and Citrus, SC.04 with Mint Pomelo and Tomato Vine, SC.05 with Amber Violet and Tonka and SC. 00 unscented and sensitive.

Also find with this now expanded collection, The Foaming Body Scrub in two scents, The Body Wash Concentrate in five scents, and The Body Conditioning Balm in five scents.

Following a Kickstarter campaign in 2018, they officially launched the brand during the pandemic in May 2020. In 2021, they secured funding to grow the brand, and by 2024, they had expanded into the US market, and now they are being stocked in one of the most prestigious shops, Space NK.

“Partnering with Space NK is a dream come true for us. Not just because of their work championing creativity and innovation in the beauty sector, but also because the first ever Space NK launched just around the corner in Covent Garden, the very heart of theatreland, it’s like it was meant to be!”

Founders Andy Coxon and Ed Currie.

Launch activity is centred around Space NK’s flagship Oxford Street store, including live performances and appearances by currentWest End stars.

At the heart of AKT’s identity is its “Theatre of Fragrance” philosophy. Each fragrance is crafted with the same narrative detail found in a stage script, designed to transport, immerse, and evoke emotion. High-performance body care essentials with showstopping fragrances are creatively formulated to give you the confidence to step onto your own stage and perform. Because out of every step can come an amazing story.

Find all you want to know about all the AKT products at aktlondon.com and Spacenk.com

If you enjoyed reading What Do Beautiful Gentlemen Do When They Perspire? Find Out Here, then why not read When fragrance Meets The Art World here

.Cent Magazine London. Luxury Mindset