AKT London has broken into the fragrance mist category with the launch of The Haze, a deodorising body mist that marks a surprising new direction for the British personal care brand.
Formulated with an advanced deodorising active that neutralises odours, it has been designed to complement AKT London’s existing deodorant range.
Ingredients include skin-brightening niacinamide and balancing prebiotics, with the alcohol-free, hydrating mist being kind to skin yet no less fragrant.
The Haze is available in five scents, with notes ranging from mandarin and neroli to vetiver, cedar and yuzu, retailing for £35 at aktlondon.com.
The fragrance mist’s launch carries the same ethos as all of AKT London’s previous skus, being “formulated to give people the confidence to perform, whatever the stage”, Ed Currie and Andy Coxon, co-founders of AKT London, told Cosmetics Business.
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