Shakeup
Leading men’s cosmetic brand, selling worldwide.
Men’s Cosmetics
5 Bath employees
Founded 2019
Unlimited ambition
Shakeup is a leading men’s cosmetic brand. Made in the UK, vegan friendly and cruelty free, we offer hybrid skincare x makeup for men.
Unlimited innovation
We're fast becoming a global leader in men’s cosmetics.
Shakeup is just one year old – we initially launched with prestigious retailers in the UK such as Harvey Nichols, and we are now available in Germany, South Africa, The Philippines, New Zealand and China.
Our flagship product, our BB cream, is number one on Chinese mega online shop TMall, beating Lab Series, Kiehl’s, L’Oreal Men Expert and Boy de Chanel. We sell one BB cream every eight minutes in the Chinese market.
Our best-seller Eye Eye Captain Under Eye Concealer & Moisturiser was shortlisted as a Finalist for Best New Male Skin & Body Care Product at the 2020 Pure Beauty Global Awards.
All of our products are made in the UK – our customers trust British beauty standards and we want them to know they are getting excellent quality.
Our products are unique – unlike many that focus on pigment alone, we also address the care of skin. Our products have SPF and nourishing ingredients specifically for male skin. They care and provide subtle coverage.
Unlimited potential
We are on a mission to break down the barriers and stigma around men’s cosmetics, by offering easy-to-use products with unique formulas, specifically designed for men. We’re fast-growing, with new products on the market soon, and our ambition is to become the number one makeup brand for men worldwide.
Unlimited talent
Clever Marketing & Distribution talent will get us to No.1
Our flagship product, our BB cream, is number one on Chinese mega online shop TMall, beating Lab Series, Kiehl’s, L’Oreal Men Expert and Boy de Chanel. We sell one BB cream every eight minutes in the Chinese market.
Did you know…
Bath Community
We’re passionate about Bath’s business community; this is the second business we have run in Bath, and we’re well embedded in the local business community. Our founders regularly contribute to events through Creative Bath and Bath Digital Festival.
We love living here ; There was never any question about whether we would make the headquarters of Shakeup in Bath or London. Yes the majority of the UK’s beauty brands are London-centric, but Bath is home and we love being able to live and work here. London is close enough that it really isn’t an issue that we’re not located there.
Founded
Shakeup was founded in 2019 by brothers Jake and Shane Xu. Previously co-founders of Bath-based creative campaign agency Ready, Jake and Shane struggled for years to find the perfect products that were best suited for their needs so set out to create their own range.
How does Bath influence your work?
Bath is the epitome of wellbeing. It was founded by the Romans as a centre for health and wellbeing with the famous Aquae Sulis Roman baths at its centre. Many believe you have to be in London to be in the beauty products sector but that can also be distracting – we’re close enough to London but can also think more creatively because we have that space.
We’re located alongside some really inspiring companies here in Bath.
Bath is really nurturing for startups. When our founders first started to think about Shakeup there were plenty of opportunities to speak to others who had been through the startup process, to share our journey and to reflect on it. Startups do well in Bath.
Where are you based?
Bath (Riverside Court)
Global
Online shops internationally – focused on growing South Africa, China, and amazon.com presently.
Contact details
Co-Founder: Jake Xu
jake@shakeupcosmetics.com