Ed Currie and Andy Coxon are the co-founders of AKT — The Personal Performance Company — and former West End performers turned entrepreneurs. They met in rehearsals for a West End show, where eight performances a week under hot lights in the same costumes led to one inconvenient truth: mainstream deodorants weren’t cutting it.
Determined to create something better, they spent three years in their kitchen developing what would become AKT’s cult product: The Deodorant Balm. Plastic-free, aluminium-free, and gender-free. First tested by the West End and Broadway theatre communities, the balm quickly built a reputation for its unmatchable efficacy, fine fragrances and unwavering staying power — even on a two show day.

Since its UK launch, The Deodorant Balm has become the country’s most-awarded deodorant with celebrity fans such as Rosamund Pike, Florence Pugh and Cynthia Erivo. Its 2024 US debut earned awards from Oprah Daily, Esquire, Elle and InStyle — cementing AKT’s place as a global challenger brand in personal care.

Today, Ed and Andy lead a growing range that includes their multi-award-winning Body Wash Concentrate, Foaming Body Scrub and Body Conditioning Balm — all proudly made in the UK, tested on dancers (not animals), and built to last. From backstage to carry-ons, AKT is made for those “Born to Perform” — on stage, at work or in life.

What began in a shared dressing room is now changing lives around the world, giving people the confidence to step onto their stage — whatever that may be — and perform.

But, for Ed and Andy, the performance is just getting started.