When you put deodorant and drama in the same sentence – it usually isn’t a good thing. But Hay Fever is the rare exception. AKT’s new limited-edition deodorant balm is as theatrical as it sounds.
It was unveiled earlier this June at The Ambassadors – the same theatre where Hay Fever premiered in 1925 – to mark the play’s 100th anniversary, which, fittingly, falls during Pride Month.
Not often is a personal care launch this narratively committed, but AKT isn’t your average brand. Founded by two West End actors, Ed Currie and Andy Coxon, the brand was born out of necessity: long show days, hot lights, and no backstage deodorant that could hold up under pressure.
What started as a side-hustle balm mixed in kitchen pots turned into a cult product line, beloved for its aluminium-free formula, skin-nourishing ingredients, and simple design.
Since it first launched in Covid times, AKT has won awards (quite a few actually) and grown fast (being endorsed by Oprah may have helped). Now, adding to their core range of five balms, there’s a new balm in touch. If you haven’t caught Hay Fever this summer, now is your chance to.
What does Hay Fever actually smell like?
Hay Fever’s fragrance is, as AKT puts it, “a sensory snapshot of summer in full bloom.” The top notes are apple and marmalade – bright, slightly tart and sweet. The heart is Earl Grey tea and apricot, which gives it a soft, herbal warmth.
Then the dry-down: cashmere, soft leather, and what they cheekily call “generational wealth.” It’s not heavy or floral but definitely fresh and summery. Think countryside brunch hosted by someone who inherited a Georgian estate and also plays the piano quite well. If that sounds like a reach, wait until you watch this official video:
If you tend to gravitate toward crisp, clean fragrances with some structure (and a bit of British irony), you might find this one intriguing. It doesn’t smell like perfume, but it could almost pass for one.
A performance-ready, familiar formula
The balm itself uses AKT’s existing formula: vegan, aluminium-free, and fragranced with essential oils. It uses AKT’s DEO-BARRIER COMPLEX™, which (from my experience) does actually hold up through a humid tube commute.
You apply it with your fingers or AKT’s own applicator if £26 is the price you can pay for not being thrown off by massaging your armpits first thing in the morning. It also absorbs quickly and dries matte without flaking or staining your clothes.
That said, it’s worth being clear: this is not an antiperspirant. It won’t block sweat, because it doesn’t contain aluminium salts, the active ingredient in most antiperspirants that physically plugs sweat glands.
Instead, AKT’s formula focuses on neutralising odour and absorbing moisture without disrupting how your body cools itself. You’ll still sweat (that’s biology), but you won’t smell like it, and your skin stays drier than it would without anything at all. If you’re switching from a traditional antiperspirant, it might take you a few days to adjust.
Why we genuinely love AKT
There’s no shortage of “natural” deodorants on the market, but AKT’s approach is unusually specific, and that’s part of what sets it apart.
First, this is a balm, not a stick or spray. It’s applied by hand, which might be off-putting for some, but it’s designed that way on purpose. The idea is simple: give people a deodorant that feels like skincare. It melts into the skin, dries quickly, and doesn’t leave residue. AKT has kept that core formula consistent since day one, and it seems to be part of what their customers come back for.
Second, there’s the origin story, which isn’t the usual wellness startup narrative. AKT was created by two working actors, Ed and Andy, who spent years performing in London’s West End, dealing with long rehearsals, hot dressing rooms, and no decent deodorant options.
That background shows in the branding: theatrical without being kitsch, and very aware of its audience. The products are designed not just to be functional, but also to say something about the people who use them. There’s a strong sense of craft and cultural reference that most personal care brands don’t even attempt.
Finally, AKT makes no secret of its commitment to being plastic-free and gender-neutral, but they don’t lean on those labels as a crutch. The performance of the product – how well it works, how it feels to use – seems to come first, with sustainability and inclusivity baked in.
Who Hay Fever is and isn’t for
At £21 a pop, this is not a mass-market product. It’s limited edition, available only through AKT’s website, and will likely appeal to those already familiar with the brand or drawn to the aesthetic and storytelling. The scent won’t suit everyone; and either will the balm format.
But if you’re exploring cleaner deodorants, or you like your body care with a side of camp theatre, this balm might just be the perfect summer indulgence. Especially if, on some level, you do want to smell like generational wealth (the brand’s words, not mine).