A Bath-based men’s cosmetics brand is set to expand its high-street presence to more than 350 stores after signing a deal with Boots.
Jake Xu and Shane Carnell-Xu of Shakeup Cosmetics
Shakeup Cosmetics was founded by twin brothers Jake Xu and Shane Carnell-Xu, after they suffered from Rosacea and struggled to find cosmetic products designed specifically for men’s skin.
The twin duo believe that the pursuit of beauty is no longer exclusive to women but a component of a more modern lifestyle.
They say that it’s also become the embodiment of self-care and directly affects the self-esteem and mental wellbeing of today’s modern man.
Shakeup Cosmetics has secured a multi-store listing which will see them launch their range of products in over 170 Boots stores nationwide.
Having already launched on the UK’s high street with Superdrug last year, this latest deal will take Shakeup’s physical retail touchpoints to over 350 in the UK alone.
Jake Xu said: “We are incredibly proud of this huge milestone for our brand. We launched Shakeup merely a few weeks before the pandemic started. However, with our team’s hard work, resilience and agility to adapt, not only did we survive through these extremely challenging years, we actually thrived.
“We can’t wait to see our products in more physical stores nationwide. Against a sea of black & white, grey & blue, we hope to bring a spot of colour (with our gorgeous brand green) as well as the much-needed innovation and excitement to the men’s aisles.”
The brand made its debut in November 2019, by partnering with Harvey Nichols to launch their cosmetic collection.
Since then, the brand has grown rapidly, with revenue increasing by 300%. They’ve also expanded their international distribution to China and Australia.
Shakeup’s PeTA-certified products are all formulated and made in the UK, cruelty-free and vegan.
