The Interview: how actors Andy Coxon and Ed Currie became accidental beauty entrepreneurs with AKT London - Indoors Beauty

The Interview: how actors Andy Coxon and Ed Currie became accidental beauty entrepreneurs with AKT London

The Interview: how actors Andy Coxon and Ed Currie became accidental beauty entrepreneurs with AKT London

Actors Andy Coxon and Ed Currie (pictured above) met whereas performing in Beautiful: The Carole King Musical within the West End. It was there that they realised the necessity for a deodorant that labored for eight reveals per week, beneath sizzling lights, in the identical costumes. Coxon and Currie got down to create their very own deodorant, on the hob of their tiny Camden kitchen and after three years of testing on mates and forged mates, AKT London was born.

The model was launched in May 2020 through the Covid-19 pandemic. Starting a enterprise was one thing Coxon and Currie by no means got down to do – they merely needed to unravel an issue that they’d with deodorants not working for them on stage or for his or her busy existence. The consequence was a formulation that like them, was born to carry out. “When our forged mates tried The Deodorant Balm and began asking if they might purchase it, we got down to elevate some funds by way of a Kickstarter. We thought AKT (pronounced “act”) could possibly be just a little aspect hustle however then Covid-19 occurred. If it wasn’t for Covid-19, we wouldn’t have been capable of focus all our efforts on launching the model and making it what it’s at this time. It’s now our full-time job and it’s been one hell of a journey,” Coxon says.

Coxon and Currie didn’t have a enterprise background previous to launching the model and virtually three years into their journey, they nonetheless see daily as a chance to be taught one thing new. To make sure the model was prepared for launch, they utilised their group (who had been equipped and ready by pre-sales and ready lists), made positive their messaging and property had been clear and showcased the model, product and their story and made positive the web site and 3PL had been working. With 10 years’ expertise acting on stage, Coxon and Currie had tried each deodorant in the marketplace and they observed that all the pieces had gender particular fragrances and got here in plastic or unsustainable packaging. “We didn’t spend time attempting to establish a niche. We merely created one thing we favored that felt genuine to us and our story. We’ve fallen into the posh area, which is the place we needed to be as a result of we had been so impressed by manufacturers like Aēsop and Le Labo,” Coxon says.

When the model first launched, it wastargeting what it referred to as ‘Earth Conscious Metropolitans.’ “We aimed the product at individuals who reside and work in busy cities and do their bit for the planet, however since doing a little additional analysis into our viewers, we now know they’re from throughout – in numerous wage brackets, of all ages and all buying AKT in equal measure,” Coxon says. AKT is by and for many who are “born to carry out” – whether or not that’s on stage, at work or in life. The model’s mission is to provide its clients the boldness to step on their stage – no matter which may be – and carry out.

AKT London was nicely obtained as Coxon and Currie had already gathered a big following by the theatre group and Kickstarter marketing campaign. In the early days of launching, they’d an enormous quantity of prime tier press. “Vogue, GQ and Esquire all billed us as their primary deodorant, which was wonderful, however what blows our thoughts probably the most is that so lots of our clients (or ‘forged’ as we prefer to name them) like to unfold the phrase about AKT. We’ve obtained over 4,500 five-star critiques and most clients share it on-line with out being prompted. We love our forged!,” Coxon says.

AKT London

The model’s vary includes 5 fragrances. “All of our fragrances are high-end scents and are impressed by scenes in nature. The descriptions are written how you’d learn them in a script,” Coxon says. SC.01 Orange Grove is the present bestseller, intently adopted by SC.02 After Thunder. Coxon doesn’t assume there’s any secret to the success of those explicit scents, however does acknowledge that orange is the model’s hero color and first scent. “It was additionally shared in loads of promoting so I perceive why our clients would wish to strive that one first – it’s a shocking perfume!,” he says. AKT’s newest launch is SC.O5 Columbia Road, which is impressed by the well-known East London flower market. “It’s our third bestseller and has been vastly standard within the press,” Coxon says. The scent has notes of zesty lemon, iris, amber and tonka bean.

Coxon and Currie spent three years engaged on their components and examined it on over 1,000 West End theatre performers, so it’s protected to say that they’ve been making beauty efficient and accessible for all since their journey started. “Our deodorant is the perfect in the marketplace for efficiency. We needed to create one thing that could possibly be used wherever on the physique. As for accessibility, we’ve created beautiful fragrances with no gender focus. We needed to throw away the gender stereotypes and make one thing for everybody – extra ladies purchase our gray tube SC.02 AFTER THUNDER than males,” Coxon says.

AKT London is including worth to shoppers’ experiences by growing high-performance formulation which can be moisturising, stuffed with pure elements and 100% plastic free. “Our components doesn’t stain garments, which implies our clients can take pleasure in their clothes for longer and know of their coronary heart that they’re serving to to minimise their ‘quick vogue’ affect,” Coxon says. The model’s deodorant is in a balm format and utilized like a moisturiser, which is a transfer away from the aerosol sprays many shoppers are used to. Coxon tells us that aerosols are actually the biggest contributor to air air pollution within the UK – forward of vehicles. “We are decided to not add extra waste to our surroundings. Even our tubes are absolutely recyclable – together with the cap!,” he says.

The model has remained dedicated to offering shoppers with high-quality merchandise by finishing up common checks at its manufacturing facility and staying in fixed contact with the workforce who’re all the time useful in enhancing its operations. “Sometimes, we don’t all the time get it proper. In the previous, we’ve had leaks, grainy formulation and exploding tubes! But we’re very clear about it with our clients. They know we’re nonetheless a small operation and attempting our greatest to enhance the deodorant trade. One of our model values is that we’re ‘all the time in rehearsal’ – all the time creating, collaborating, studying and enhancing, however we by no means go on stage unprepared.

Almost three years after their launch, AKT London continues to go from energy to energy. Not solely have the model been recognised by a lot of famend publications, they’ve additionally been awarded “Best Deodorant” on the Harper’s Bazaar Beauty Awards. In its first two years, AKT London made £1.25 million in gross income and 5,000 persons are signed as much as their

subscription service. While Coxon has loved being a part of the beauty trade, he believes that it’s time for manufacturers to handle their use of plastic. “We want the larger guys to make use of progressive packaging that’s obtainable and make it extra accessible for the smaller manufacturers, who at the moment pay a fortune to be ‘greener’. Sustainability shouldn’t be a advertising message, it ought to be anticipated. It’s nice to see manufacturers making adjustments however there’s all the time extra room for enchancment,” he says.

Coxon’s recommendation for anybody who needs to get into the beauty trade is to ensure they’ve a product that’s wanted, needed and has been made for a motive. “You can’t promote one thing if you happen to don’t consider in it – and don’t have an viewers wanting to purchase it,” he provides. So what’s subsequent for AKT London? Expansion is perhaps on the horizon because the model continues to evolve. “AKT is extra than simply us founders. It’s a workforce of creatives, performers and advertising minds. It’s not only a deodorant model, however a Personal Performance Company that’s able to step into its second act. For us, it’s not nearly making a product. It’s about making a little bit of theatre,” Coxon says.

For extra data on AKT London, go to its website.

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