SHAKEUP: A New Approach to Men's Skincare

Founded by twin brothers Shane Carnell-Xu and Jake Xu, SHAKEUP grew out of personal experience. Born in Beijing and raised in the UK, the brothers had used cosmetics themselves but struggled to find products that suited their skin and felt relevant to them as men. After years of working in beauty marketing, they decided to create their own.

That experience shaped SHAKEUP's "skincare first" approach. Alongside more familiar products such as face wash, moisturiser and serum, its range includes hybrid products such as tinted moisturiser and under-eye concealer. These are designed to combine longer-term skincare benefits with an immediate cosmetic effect without turning a daily routine into a long list of separate products.

The brand reached a major retail milestone early. SHAKEUP made its Harvey Nichols debut in late 2019 and has since expanded well beyond the UK. According to the company, its products are now stocked in more than 1,300 retail stores globally, across markets including Norway, Australia, South Africa, New Zealand and China, with one product sold every five minutes worldwide. The UK government's Department for Business and Trade also identifies SHAKEUP as the No.1 best-selling men's cosmetics brand on Tmall Global and JD.com.

Sustainability and responsible business have also become part of the company's development. SHAKEUP became a certified B Corp in February 2024, earning a B Impact Score of 92.7, compared with the 80 points required for certification. Its products are formulated and made in the UK, and the brand states that its range is vegan and cruelty-free.

From a personal frustration shared by two brothers to a brand sold across international markets, SHAKEUP has found its place in a category that is still evolving. Rather than treating skincare and cosmetics as two separate worlds, its range brings the two together for men who want a straightforward approach to everyday face care.