AKT London releases an alcohol-free deodorising body mist.

AKT (pronounced “act”), creators of the UK’s most awarded deodorant, turn the spotlight on their stunning Theatre of FragranceTM with the launch of The Haze: a deodorising body mist, with scene-stealing fragrance — so you can keep your performance fresh, no matter how long the show goes on.

The Haze is so much more than just a beautiful fragrance — formulated with an advanced deodorising active that neutralises odours, it will keep the body fresh on-the-go. And with a supporting cast of skin brightening niacinamide and balancing prebiotics, this alcohol-free, hydrating mist stays kind to skin, while still achieving the quick drying, lasting-wear of a perfume.

“The Haze is inspired by a true story,” say AKT founders Ed Currie and Andy Coxon, “we witnessed a girl struggling with B.O. She tried to cover it up with a body mist, but all it did was mingle the scent of vanilla and caramel with sour sweat — creating something that was altogether worse. Poor thing! And poor us! We decided then: we would create a body mist that made you smell divine, but also did more than just mask any unwanted odours that might be lurking underneath.”

The Haze can be layered over their award-winning Deodorant Balm, and kept in a bag for a top-up mid-day, post-run or on the commute home. In AKT's trials, 82% said it stopped body odour in its tracks; likewise, 95% loved how easy it was to use on the go.

The five fragrances lean into the same escapism: an orange grove at midday, a Japanese onsen, a Sunday morning at Columbia Road flower market. Founders Ed Currie and Andy Coxon, both former West End performers, built it after watching someone's body mist curdle into something worse the second it hit sweat. "We decided then: we would create a body mist that made you smell divine, but also did more than just mask any unwanted odours that might be lurking underneath."