Shakeup Cosmetics

Shakeup exists to upgrade men’s self-care with solution-driven face care products designed specifically for the unique needs of men’s skin. Founded by twin brothers Shane and Jake Xu, the brand combines clinically proven skincare benefits with high-performance cosmetics, empowering men to look and feel their best every day. Proudly British, vegan, and cruelty-free, Shakeup also champions sustainability and social responsibility, weaving compassion and consciousness into everything it does.

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Shakeup: Skincare Created for Men

Born in Beijing and raised in the UK, Shane and Jake struggled to find products that suited their own skincare needs. After years of research, they launched Shakeup to bridge the gap in men’s beauty, developing innovative formulas designed to address the key differences between men’s and women’s skin. Men’s skin is 20–25% thicker, oilier, and more prone to larger pores and shaving irritation — making tailored care essential. With this in mind, Shakeup products balance subtle, natural results with multipurpose formulas that deliver both instant benefits and long-term skin health.

Since debuting in Harvey Nichols in 2019, Shakeup has grown rapidly to become one of the UK’s fastest-rising men’s beauty brands, now stocked in over 1,300 retail stores worldwide and selling one product every five minutes. Every product is produced in the UK, free from alcohol, parabens, and animal testing. In 2024, Shakeup achieved B Corp certification, joining a global community of businesses committed to positive environmental and social impact. More than just skincare, Shakeup is on a mission to redefine men’s beauty worldwide — blending performance, sustainability, and inclusivity to help men everywhere look and feel their 100%.