A’kin is an Australian beauty brand discovered by plant chemist Will Evans in 1987 and owned by MacPherson Consumer Products.
The brand has recently been renewed. A’kin used to make skin care products, but now has two main categories: hair care products and natural deodorant products.
“We want to focus on what we’re really good at, which is natural deodorant as well as hair care,” says Priscilla Lu, commercial manager at Fackelmann. Mr. Fackelman is Aiken’s representative in Singapore.
The 100% vegan brand is moving in this new direction in the increasingly competitive skincare market.
Additionally, the company sees an opportunity to meet the growing demand for natural and vegan products.
“More and more people are looking for products that are 100% vegan and made with all-natural ingredients,” Lu said.
The company says its products contain high concentrations of botanical ingredients designed to address key concerns.
Lu added that having natural credentials is not enough for consumers, brands need to back it up with results.
The company conducts clinical and consumer testing to ensure its products are non-irritating and deliver results.
“We focus more on proven results because that’s what consumers want right now. In some cases, they want to see results instantly,” says Loo. .
Lu highlighted the brand’s shampoo, which has been proven to be effective after just one wash.
Daily Shine Shampoo is proven to increase shine by 28% after use and is proven to deliver instantly smooth hair after just one wash, based on independent laboratory research.
Streamlined portfolio
The brand currently has five hair care ranges including Daily Shine, Deep Clean, Damage Repair, Sensitive Care and Volume Boost. Products include shampoo, conditioner, and treatments.
Its natural deodorant is available in three fragrances in both roll-on and spray formats.
All deodorants claim to provide 24-hour protection from odors.
Lu added that the brand’s products are dermatologically tested and found to be safe and non-irritating.
Going forward, consumers can expect more hair care products and deodorant fragrances in the pipeline.
Focus on sustainability
A’kin has also revamped its packaging to be more sustainable by eliminating pumps and moving all packaging to post-consumer recycled (PCR) plastic.
The company says its hair care bottles and caps are made from 100% PCR plastic and are 100% curbside recyclable.
Hair care treatment tubes and caps are made from 70% PCR plastic and are 100% recyclable.
The roll-on deodorant bottle and cap are made from 100% PCR plastic and are 100% recyclable.
The spray deodorant bottle and cap are made from 100% PCR plastic and are 100% curbside recyclable.
However, the pump is not recyclable, so the company is currently considering better options.
