AKT London

Idea

Introduction

AKT (pronounced “act”) was founded by two West End performers, Ed & Andy. Performing 8 shows a week, under hot lights, in the same costume night after night, meant they needed a deodorant that worked. With nothing else making the cut, they decided to invent a new deodorant that, like them, was BORN TO PERFORM.

2 years on, AKT has disrupted a stale deodorant market that hasn’t changed in years. Although sustainability and exceptional design is a key focus, AKT’s number 1 priority is that their formulations out-perform everyone else’s.

AKT is applied like a moisturiser to any part of the body where you need effective, all-day protection. Our Deo-Barrier Complex technology absorbs natural perspiration leaving you feeling dry and fresh all day – without breaking character. Ever.

With niche fragrances for all genders that are becoming a cult favourite, AKT’s next step is to scale as a premium bath & body brand with a fragrance focus, expanding the product range to improve our daily rituals.

Monetisation strategy

AKT currently sells premium, natural deodorant via three core channels:

D2C: 96% of revenue* is from our ecommerce store. Meaning we connect directly with customers, nurture relationships and maximise margins.

Subscriptions: MRR from our 5000+ active subscriptions drives an average of 42% of total revenue/month.

Wholesale: 4% of revenue* currently comes from selling to our premium wholesale customers. As we look to the future we see huge potential in retail partnerships to drive brand awareness and increase sales.

Key insights:

- Margins: AKT has very strong product margins at an average of 80% - even at early stage volumes.

- Product: AKT deodorant is a premium offering at £19 and £16.15 for subscribers. We sit in line with our competitors like Malin + Goetz and Aesop, which gives us a great opportunity to expand our product range in a similar way.

- Markets: Our next key territory is the U.S in 2023. With our roots in theatre we foresee AKT being a “box office smash” on Broadway!

*Based on unaudited management accounts