AKT, the deodorant brand founded by former West End actors Ed Currie and Andy Coxon, has launched The Haze: an alcohol-free deodorising body mist designed to be used alongside its Deodorant Balm.

The brand says the idea came from watching someone try to cover up body odour with a scented mist, only for the two smells to combine into something worse. “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,” Currie and Coxon said.

All about The Haze

The Haze is built with an odour-neutralising active, niacinamide for brightening, and prebiotics to help balance skin, all in an alcohol-free, hydrating base that dries down and wears like a perfume (so it doesn’t fade faster than you apply it – like most body mists regrettably do).

In AKT’s own user trials, 82% of testers said it neutralised body odour effectively, 82% said the fragrance lasted around six hours on skin, and 95% said it was easy to reapply on the go. We have tried it and can attest – the scent is clear and hyper long-lasting.

How to use The Haze

Body mists are a bit of an esoteric product – sure you’re meant to spray it, but where, how, and when? Importantly – while The Haze is a powerful spray, you can’t overlook your deodorant, so that’s a good place to start. AKT recommends then misting The Haze over your body to build out the fragrance, and reapplying it throughout the day as needed (aka hellishly hot commutes or a sweaty workout).

You can also be annoyingly cool and do some “fragrance layering” of you own, pairing The Haze with either the body wash, conditioning balm and body oil in the same scent to build up your one signature scent or mixing different ones. Worth noting: The Haze is fragrance-led rather than a sweat or odour blocker in the way the Deodorant Balm is.

The scent range

The Haze comes in five fragrances, like most of the other AKT products:

• SC.01 Orange Grove — petitgrain, mandarin, neroli (one of the bestsellers)
• SC.02 After Thunder — cedar, eucalyptus, bitter orange
• SC.03 The Onsen — vetiver, lavandin, yuzu
• SC.04 Halcyon Summers — mint, pomelo, tomato vine
• SC.05 Columbia Road — amber, violet, tonka

What is AKT?

AKT started as a solution to a backstage problem: long shows, hot lights under stage lighting, and no deodorant that could hold up through either. Ed and Andy began mixing balm in kitchen pots before turning it into a product, launching during Covid and building the brand out from there.

Its hero product is the Deodorant Balm – vegan, aluminium-free, and built around AKT’s own DEO-BARRIER COMPLEX™, which focuses on neutralising odour and absorbing moisture. The balm has picked up a run of industry awards and grown quickly, helped along by an Oprah endorsement.

Since then, the brand has expanded into a full cast of five core scents plus an unfragranced version for sensitive skin, and a body care line that includes body wash, body oils, and foaming body scrubs.

Products are plastic-free and gender-neutral, and of course, the theatrical branding (quite literally) runs through everything from packaging to product launches, including a limited-edition balm called Hay Fever, unveiled at The Ambassadors Theatre for the play’s 100th anniversary.

The Haze marks the brand’s first move into body mist, extending that same formula philosophy – skincare-adjacent and fragrance-led – into a new format.

Key details

The Haze launches in 100ml at £35 in the UK, and is available now at aktlondon.com.