On an early September morning I set off to meet Jake Xu and Shane Carnell-Xu, Co-founders of a men’s cosmetic brand I’d been getting glimpses of on social media for a couple months and had been dying to get my hands on to see if they would be as good as I thought they would. That brand is Shakeup Cosmetics, they had their official launch early this month and boy let me tell you, they are even better than expected. Really!
“Shakeup is a game-changing concept in men’s beauty. Understanding that men’s skin is physiologically different to women’s, we offer everyday men easy-to-use cosmetic products with unique formulas, specifically designed with men’s skin type and concerns in mind, boosting their confidence, every day.”Founders of Shakeup Cosmetics
Having moved to Bath from China for their studies when they were just 18, the twins fell in love with the city, decided to call it home and many years later, there they still are.
With an extensive background in marketing, they’ve spent the last 7 years working closely with beauty brands, which helped them understand not only how they work, but some of the major gaps in the market of men’s beauty products. Having felt that gap personally, as they couldn’t find products that were “just right” for their skin type and gave them the desired flawless results they wanted without having to go through multiple time-consuming, and sometimes complicated steps, the brothers decided to create their own products.
A few years in the making, and many formula alterations later, the Shakeup lineup was born.
We’ve long known there are major differences between men’s and women’s skin and that not all products would be suitable for everyone.
“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 and shinier than female skin. 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.”
Bearing 3 key hybrid skincare/makeup products with an initial (note, initial) range of 3 base shades with colour correcting technology, the line addresses key issues for male consumers that want to look fresh and healthy, without the fuss.
All the products are multifunctional, highly effective, simple, practical and have a natural finish.
Let’s Face It is a BB tinted moisturiser with SPF 20 and a sheer to medium coverage. The Hyaluronic Acid combined with the Vitamin E and Peppermint and Eucalyptus oils delivers long-lasting hydration, antioxidant protection and a cooling, refreshing effect to help sensitised skins. With its colour adapting technology and matte finish, it helps to even and brighten skin tone, cover minor blemishes and minimise the appearance of pores. It feels light and fresh on application, is quickly absorbed, leaves skin feeling refreshed, cool, hydrated and matte all day long and you can build coverage up if you so wish.
Eye Eye Captain is an under eye concealer & moisturiser with SPF 15 and a phyto-complex of Butcher’s broom, Calendula, Horse Chestnut, Liquorice and Buckwheat to soothe and help boot microcirculation, improving and evening out skin tone, reduce the appearance of dark circles and puffiness. With Hyaluronic Acid and Vitamin E to hydrate and fight free radicals. The soft focus technology helps diminish the appearance of fine lines and wrinkles, dark circles and imperfections. The roller ball applicator delivers a nice cooling massage and helps freshen skin around the eye area.
The last (but by no means least) product in the range is Lip Life To The Full volumising & moisturising lip gel with SPF 10. With Hyaluronic Acid, Tripeptide, Macadamia Nut Oil and Cocoa Butter, this lip gel helps to soothe dry, sensitive lips and provide a long term moisturising effect. Also containing plant derived active ingredients, it helps lips appear plumper, more defined, feeling firmer and fuller and helps minimise the appearance of fine lines around the lip area.
All formulas are alcohol and cruelty free. Prices start at £12.00 and are available online at menwearshakeup.com
All of my test subjects (aka myself, my EIC, my partner and grooming clients) have loved the results we’ve had the chance to experience over the last few weeks of using the products. Clients have loved the fresh feeling and natural look. For my partner, this has been the first moisturiser he’s been able to wear without his skin breaking out. And believe me when I tell you, he’s tried lots! Our own EIC Aaron Mark says: “This is one of the best skincare ranges I’ve tried. The BB moisturiser is by far the best I’ve ever used! Customer for life.”
Affordable luxury is what comes to mind with these products, everything was thoroughly thought out, from formulations to packaging, so you get that luxurious experience, without the over-inflated price tag.
And the formulas were designed by combining proven skincare ingredients with high performance cosmetic features, to help your everyday guys address their skin challenges in as natural a way as possible, leaving them looking and feeling their best.
Go Shakeup your routine!