AKT London

The Deodorant Balm and The Applicator / Source: AKT London

AluminiumBeautyEuropePackaging

5 MINUTE READ

Kaltrina Bylykbashi

WHAT WE SAY:

A truly circular society calls for the rethink of everyday objects, not the creation of tokenistic products that nod towards circularity while existing systems continue without change.

AKT London’s deodorant design shows how a mass market product can be done differently, thanks to its cap-to-tube aluminium packaging that’s fully recyclable within existing systems. The company has found a way to go plastic free while elevating the mundane, demonstrating that with the right design, something as everyday as deodorant suddenly becomes exciting. It is still expensive, but we love that the company has open-sourced the cap and look forward to seeing what products it can revolutionise next.

KEY FACTS:

AKT London’s natural deodorant balm is packaged in majority plastic-free packaging, housed in 100% Aluminium tubes with accompanying aluminium screw caps. The latter are underused in the the packaging world. While commonplace many years ago, they have fallen out of favour and been replaced by plastic, but this personal care brand has brought them back to life.
Fully recyclable in household recycling bins, when cleaned of product, the aluminium tubes are durable and portable and come fitted with a 10 x 1 millimetre silicone disk in the cap to prevent seepage. It does not affect recyclability.
Each tube is 50 millilitres in size and comes in a bright shade of three colours printed directly onto the packaging. They can be bought with The Assistant, a metal key that helps ensure all product is squeezed out of the tube and nothing goes to waste.
The balm can be applied with the fingers, but the brand’s gua sha-inspired applicator is designed to alleviate any behavioural challenges in this space. A premium brass tool, the applicator applies the balm to underarms while also promoting lymphatic drainage and relieving tension.
Shipping boxes for the deodorant are made of non-laminated cardboard and are tape free for easier, more efficient recycling.

The Deodorant Balm, The Applicator and The Assistant / Source: AKT London

The Deodorant Balm and The Applicator / Source: AKT London

DIVE DEEPER:

Deodorant is a daily staple for many, and according to Statista the global antiperspirant and deodorant market is expected to reach a value of USD 94.3 billion by 2025. Deodorant is most often packaged in plastic, with built in mechanisms that make the packaging difficult to disassemble, and recycling very unlikely.
Which is one reason why aluminium is a better option. The recycling rate of aluminium in the UK – AKT London’s home territory – is higher than that of plastic. Only 9% of plastic is actually recycled in the UK, even less in the US. However the UK rate of aluminium recycling hit 71% in 2021. Globally, end-of-life aluminium collection rates stand at an average of 70%, but this does vary greatly by region.
The infrastructure to sort through aluminium is also extensive and mature. In AKT’s home market - UK – a recycled can is able to transform into a new product within 60 days of being thrown out. Be aware of the smaller items that can slip through the recycling net (literally). The cap would be even better if tethered to the tube.
AKT London’s 50 millilitre sized tubes are made with aluminium sourced in China and contain 10-20% recycled aluminium and 80-90% aluminium ingot, a balance that could be improved to reduce CO2 emissions per product. Its 5 millilitre sample-sized tubes are sourced and produced in Germany and made with the same ratio of recycled aluminium to raw aluminium.
The company consulted with non-profit packaging recycling organisation Alupro to verify that the silicone disk it uses does not impede the recycling of the tube in its entirety. The silicone seals dissolve when the aluminium is shredded and burnt at the recycling plant after being thrown into household recycling.
AKT London raised GDP 1.5 million (USD 1.9 million) in 2021 from Stonebridge, a digital-first consumer brand investment firm. The funding will enable the brand to expand across Europe and add other 100% recyclable personal care products to its range.
The deodorants are priced at GDP 19 (USD 23) – placing the brand at the luxury end of the market – and can be bought on a subscription plan to reduce costs by 15%.

"The Deodorant Balm is packaged in aluminium tubes ideal for their durability, portability, and recyclability."

Ed Currie and Andy Coxon - Co-Founders, AKT London

Key Design Considerations:

Virgin vs recycled content

Increase the recycled content of aluminium in a pack to help reduce the carbon intensity of design. Over 90% of current aluminium emissions come from primary production, while recycled aluminium uses just 5% of the energy in comparison. Access to recycled aluminium is greater than that of PCR plastic too.

Refillable options

A product as ubiquitous and heavily used as deodorant is an ideal candidate for refillable packaging solutions. Look to the winner of the Best in Show category at the Dieline 2022 Awards for inspiration here. Awarded to Bite, the winning product was the brand’s beautiful refillable deodorant, launched in 2021. It comes housed in an ever-lasting mirrored aluminium case that calls out to be on display, rather than hidden in a cupboard or drawer like plastic deodorant varieties.

Be aware of global recycling rates

Monomaterial aluminium designs are ideally suited for regions where the material is easily and effectively recycled, such as the UK. If launching a similar design elsewhere in the world, be sure to research local recycling infrastructure to ensure the product’s end-of-life is as desired. According to a report by Aluminium International Today, Europe has the highest Recycling Efficiency Rate in the world at 81%. North America has the world’s highest Recycling Input Rate, with 57% of metal produced in the region coming from scrap (albeit a high percentage then has to be imported), and China produces one third of the world’s annual scrap aluminium at 10 million tonnes a year.

Silicone substitutes

Silicone is still a plastic and uses hydrocarbons from petroleum for its production. While a very small element of AKT London’s design, we’d love to see it replaced with a plastic-free sealant to take this design from impressive to outstanding.