Men’s beauty brand Shakeup Cosmetics signs retail deal with Boots

Published: 11-Apr-2023

This latest launch will see the Bath-based indie brand expands their UK high-street presence to over 350 doors

Shakeup Cosmetics was founded by twin brothers Jake Xu and Shane Carnell-Xu, having 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 is rather a component of a more modern lifestyle. And more importantly, it's become the embodiment of self care. It directly affects the self-esteem and mental wellbeing of today's modern men. This is certainly reflected in the exponential growth in popularity of men’s cosmetics globally. Major retailers have been putting more focus on this category than ever before.

Boots is no exception and is set to ‘shake up’ their men’s beauty offering in their biggest category rebuild in years. Shakeup, being one of the fastest-growing brands in this space, has secured a multi-store listing which will see them launching their innovative and multi-purpose range of products in over 170 Boots stores nationwide. Having already launched on 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.

“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’d actually thrived and grown.” Says Jake Xu. “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 (our gorgeous brand green) as well as the much needed innovation and excitement to the men’s aisles.”

The brand made their debut in November 2019, by partnering with Harvey Nichols to launch their cosmetic collections. Since then, the brand’s grown rapidly. Revenue jumped 300% in FY21-22 YoY, and they’ve also expanded their international distribution to China and Australia. Their PeTA certified products are all formulated and made in the UK, cruelty free and vegan.

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