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Shakeup Cosmetics is our brand new brand, that has been launched this week. To find out more about Shakeup we spoke to the founders, Shane Carnell-Xu and Jake Xu, and asked them a couple of questions about their brand.
Can you tell us what Shakeup is, and why it was created?
Shakeup is a game-changing new concept in men’s beauty. Understanding that men’s skin is physiologically and structurally different from women’s, we have created a range of easy-to-use, hybrid skincare cosmetic products with unique formulas specifically designed with men’s skin type and concerns in mind, aimed to help the everyday men boost their confidence.
The male grooming market has enjoyed a boom in recent years. And colour cosmetics are set to become an integral part of men’s grooming routines. Excitingly, cosmetics are no longer a signifier of femininity. Attitudes are changing, usage is being normalised and men have become more knowledgeable about cosmetic products than ever before.
As cosmetic users ourselves, we have tried various makeup products to cover rosacea and blemishes over the years, but really struggled to find products that are 100% suited for our needs. There’s a clear lack of choice when it comes to premium cosmetic products specifically designed for men’s skin. So we decided to create our own.
What's different about your products from other brands?
There are two key differentiators that set Shakeup apart.
First, while most of the existing cosmetic products on the market have traditionally been developed for, tested, and marketed at women consumers, our products are truly designed for men. From the ingredients used in the formulas, to scent and applicator choices, Shakeup speaks directly to male consumers. This is reflected through the following 4 key features of our products:
- Bespoke formulas: we own the IP of all our products’ formulas, which have been carefully created by our UK-based manufacturer’s globally renowned lab, tailored for men’s specific skin type and concerns.
- Simple and practical: our products are designed to be easy to use, fuss free and beginner friendly.
- Highly effective: delivering immediately visible results for instant gratification.
- Natural finish: we understand that for most male cosmetics consumers, the overall trend is subtlety. The ideal is to look fit, fresh and healthy in as natural a way as possible. Our products are designed to deliver exactly that.
Secondly, we recognise that today’s consumers are on a mission to use fewer products in general, streamlining their beauty/grooming routines as the rising trend of hybrid multi-purpose cosmetics gains momentum. So all our products have a “skincare first” mindset, combining proven skincare benefits with high-performance cosmetic features, which means our consumers can expect both instant visible results and longer-term skin health.
What is the difference in men and women's skin for men to need specific products?
Recent advances in biometrology has identified four major differences between men’s and women’s skin:
1. Testosterone stimulation causes an increase in skin thickness, hence male skin is, on average, approximately 20-25% thicker than female skin.
2. Sebum production is double that of women, so male skin is oilier. As a result it is more prone to impurities and longer lasting acne.
3. Due to more active sebaceous glands, men generally tend to have more and larger pores than women.
4. Daily shaving stresses the skin and can cause irritation. It also removes the uppermost layer of skin cells. So male skin is more sensitive and reacts faster.
Which product is your favourite and why?
We honestly can’t pick a favourite as we believe all 3 launch products are going to be loved by everyone who tries them. But during our consumer trials, the most talked about product has to be the Eye Eye Captain Under Eye Concealer & Moisturiser. This product contains Hyaluronic Acid, Vitamin E, Buckwheat Wax, and Butcher’s Broom which has been widely hailed as a godsend for reducing dark circles and puffiness around the eyes. Soft focus technology helps instantly diminish the appearance of wrinkles and masks skin imperfections, while our colour correcting technology provides an even skin tone appearance. The metal roller ball applicator has proved to be a hit too, as it cools and massages, and helps freshen skin.
How important is cruelty free and Vegan products to you?
They are both hugely important to us as a brand. Ethical beauty is not a here-today-gone-tomorrow trend. It is what today’s consumers want, and shows no signs of disappearing any time soon – for good reason. As a brand, we try to champion positivity in every aspect of our business, and that means we say no to animal cruelty, always.
What is your main focus with Shakeup?
From day one, Shakeup is on a mission to challenge gender stereotypes, reject toxic masculinity, and embrace a new era of men's beauty. We want to create a platform to start new conversations with our consumers, and a brand new category which can help men own their looks. For us, men wearing cosmetics is an exciting reality. Let’s embrace it.
What do you see for the future of Shakeup?
Our goal is for Shakeup to be included in every man’s grooming and skincare routine, helping them look and feel their 100% every day! As a proud British brand - all our products formulated and manufactured in the UK - we want to build a global reach to promote our liberal values and forward thinking attitude, and become a leader in men’s beauty.
