‘Focus on what we’re good at’: A’kin shifts from skin care to refocus on hair care, natural deodorant

A’kin is an Australian beauty brand found in 1987 botanical chemist Will Evans and is owned by McPherson’s Consumer Products.

The brand has recently undergone a revamp. While A’kin previously produced skin care, it now has two main categories – hair care and natural deodorants.

“We want to focus on what we are really good at. And that is hair care as well as natural deodorants,” said Priscilla Loo, commercial manager, Fackelmann. Fackelmann represents A’kin in Singapore.

The 100% vegan brand is moving in this new direction amidst an increasingly competitive skin care market.

Furthermore, it sees an opportunity to respond to the rising demand for natural and vegan products.

“There is a growing group of people who are looking for more products that are 100% vegan and made with all natural ingredients,” said Loo.

According to the firm, its products contain high concentrations of botanical ingredients designed to address key concerns.

Loo added that having natural credentials are not enough for consumers and brands must back it up with results.

The company conduct clinical and consumer user trials to ensure the products are non-irritating and deliver results.

“We are more focused on proven results because that’s what consumers want to see now. In some cases, they want to see the results instantly,” said Loo.

Loo highlighted the brand’s shampoos, which have been proven to have effects after just one wash.

Its Daily Shine Shampoo proven to increase shine by 28% after use use and proven to deliver instantly smoother hair after one wash based on an independent laboratory study.

A streamlined portfolio​

The brand now has five hair care ranges including Daily Shine, Deep Clean, Damage Repair, Sensitive Care, and Volume Boost. The products include shampoos, conditioners, and treatments.

Its natural deodorants are available in three fragrances in both roll-on and spray formats.

All the deodorants claim to offer 24-hour protection against odour.

Loo added that the brand’s products are dermatologically tested to ensure they are safe and non-irritating.

Moving forward, consumers can expect more hair care products and more deodorant scents in the pipeline.

Sustainability focus

A’kin has also revamped its packaging to make it more sustainable by removing pumps and transitioning to post-consumer recycled (PCR) plastic for all its packaging.

According to the firm, its haircare bottles and caps are made from 100% PCR plastic and are 100% kerbside recyclable.

The hair care treatment tubes and caps are made from 70% PCR plastic and 100% kerbside recyclable.

The roll-on deodorant bottles and caps are made from 100% PCR plastic and 100% kerbside recyclable.

The spray deodorant bottles and caps are made from 100% PCR plastic and are 100% kerbside recyclable.

However, the pump is not recyclable, but the company is currently exploring better options.