Shakeup Cosmetics: Men’s Skincare, Makeup and Grooming, Upgraded

What is Shakeup Cosmetics?

Shakeup Cosmetics is a British beauty brand specialising in men’s skincare, makeup, beard care and grooming products. Founded by twin brothers Shane Carnell-Xu and Jake Xu, Shakeup was created after the founders found that many cosmetic products did not properly address the needs, preferences and concerns of men’s skin. The brand launched in 2019 and has developed a range centred around practical, solution-driven products that combine skincare benefits with cosmetic performance.

At the heart of Shakeup is a “skincare first” philosophy. Rather than treating skincare and cosmetics as completely separate categories, the brand focuses on multifunctional products that can help improve the appearance of the skin while also delivering an immediate cosmetic or grooming benefit. This approach is particularly relevant for men who want effective skincare without an unnecessarily complicated routine.

The Shakeup Cosmetics collection available through Proleno brings together products from across this evolving range. As the brand develops, the selection may change to include new launches, updated formulations, different shades, skincare innovations and grooming products, while other products may eventually be discontinued.

Men’s skincare designed around real skin concerns

Men’s skin can have characteristics that influence the way skincare products perform. Shakeup highlights factors including increased sebum production, larger pores and the effects that shaving can have on skin sensitivity. Its product philosophy is therefore centred on addressing practical concerns rather than expecting every customer to follow the same skincare routine.

The wider Shakeup range is organised around common skincare needs including ageing skin, oily skin, acne and blemish-prone skin, dry or damaged skin, dark circles and beard and shaving care.

That makes the collection suitable for men looking for anything from a straightforward daily face wash and moisturiser to more targeted skincare products.

Depending on the evolving range, examples can include cleansing products such as Face 4ward Face Wash, clarifying and oil-control products such as Face 4ward Toner and Let's Be Clear, moisturising products, serums, masks and targeted eye care such as Age Def-Eye.

The important point is that the collection is not simply a selection of generic men’s toiletries. Shakeup approaches skincare as a functional part of everyday self-care, with products designed around particular skin types, concerns and routines.

Men’s makeup with a natural-looking approach

Shakeup also challenges the idea that makeup has to mean an obvious or complicated cosmetic look. The brand explains that subtlety is important for many male cosmetic users, with the aim of creating a fresh, healthy and natural-looking appearance.

Products within the wider range can include men’s tinted moisturiser and under-eye concealer, giving customers options for evening the appearance of the complexion, reducing the visible signs of tiredness and creating a more polished look.

For someone new to men's makeup, a product such as a tinted moisturiser can be an accessible starting point because it combines skincare and complexion enhancement in one step. Similarly, an under-eye concealer can be used selectively rather than requiring a full makeup routine.

As with the skincare selection, products and shades may change over time as Shakeup develops its range.

Beard care and post-shave grooming

A good men’s grooming routine does not stop at facial skincare. Shaving and beard care can also have a significant impact on how the skin looks and feels.

Shakeup therefore includes products designed for beard care and shaving, alongside skincare. Depending on the current collection, this can include products such as The Mane Event, an oil-enriched beard serum, and Calm As You Are, a soothing post-shave lotion.

These products complement a wider skincare routine by addressing the areas of grooming that men commonly incorporate into their daily or weekly routine.

Why choose Shakeup Cosmetics?

There are several reasons Shakeup stands out within the men's beauty market.

First, it has a clear focus on men’s skincare and grooming, rather than simply adapting a generic beauty range. Secondly, its skincare-first approach aims to combine cosmetic performance with skincare functionality. The brand also focuses on multifunctional products, reflecting the needs of consumers who want effective routines without excessive numbers of products.

Shakeup is also a British brand, with its products formulated and produced in the UK. The company states that its products are vegan, cruelty free, alcohol free and free from what it describes as “nasties”.

In 2024, Shakeup became a certified B Corp, reflecting its stated commitment to using business as a force for positive social and environmental change.

Who is the Shakeup Cosmetics collection for?

The Shakeup collection is particularly suited to men who want straightforward, effective and contemporary skincare and grooming products.

It can be a good choice if you are:

• Building your first men’s skincare routine.
• Looking for skincare for oily, dry or blemish-prone skin.
• Concerned about visible signs of ageing.
• Looking for products for tired-looking eyes or dark circles.
• Managing skin after shaving.
• Looking after a beard and wanting dedicated beard care.
• Interested in subtle, natural-looking men’s makeup.
• Looking for multifunctional products that combine skincare and cosmetic benefits.
• Trying to simplify an existing grooming routine.

The collection is designed to be flexible rather than prescriptive, allowing you to choose products according to your individual skin concerns and grooming habits.

How should men build a Shakeup skincare routine?

A simple routine does not need to contain a large number of products. A sensible starting point is generally a cleanser, followed by products appropriate to your particular skin concern and a moisturiser. Targeted products such as serums, masks, eye care, post-shave products or complexion products can then be added where appropriate.

For oily or blemish-prone skin, look towards products specifically positioned around oil control and clarification. For dry or damaged skin, prioritise cleansing and hydration. For ageing concerns, targeted serums and eye care can form part of a more focused routine.

Shakeup also provides a routine-building function on its website, designed to help customers select products according to their skin type and skin needs.

Frequently Asked Questions

Is Shakeup Cosmetics specifically for men?

Shakeup Cosmetics is specifically positioned around men’s skincare, makeup, beard care and grooming, with products developed around the needs and preferences the brand identifies among male consumers.

Is Shakeup Cosmetics a British brand?

Yes. Shakeup describes itself as a proudly British brand, and its products are formulated and produced in the UK.

Is Shakeup Cosmetics vegan?

Yes. Shakeup states that its products are vegan and that the brand is PETA certified vegan and cruelty free.

Is Shakeup Cosmetics cruelty free?

Yes. Shakeup states that it does not test its products on animals and identifies itself as cruelty free.

Does Shakeup Cosmetics sell men’s makeup?

Yes. The brand offers men’s makeup alongside skincare and grooming products. Depending on the current range, this can include complexion products such as tinted moisturiser and under-eye concealer.

What skincare products does Shakeup Cosmetics offer?

The range can include face wash, toner, moisturiser, serum, face masks, eye care, lip care and other targeted skincare products. The exact selection can change as Shakeup introduces new products and retires others.

Does Shakeup Cosmetics offer beard care?

Yes. Beard care forms part of Shakeup’s wider men’s grooming offering, alongside shaving and post-shave products.

Is Shakeup suitable for men who are new to skincare?

Yes. The range includes straightforward everyday products as well as more targeted treatments, making it possible to start with a simple routine and add products according to individual skin concerns.

Discover the evolving Shakeup Cosmetics collection

Shakeup Cosmetics represents a modern approach to men’s skincare, makeup and grooming, combining practical beauty solutions with a skincare-first philosophy. From everyday cleansing and moisturising to targeted skincare, beard care, post-shave products and subtle complexion makeup, the collection is designed to help men look and feel their best without unnecessary complication.

Because Shakeup continues to develop its product range, the collection at Proleno will evolve too. New products may be added, existing products may be updated and individual items may eventually be discontinued. This means the collection remains a changing selection of the latest Shakeup Cosmetics products rather than a fixed list.

Whether you are looking for a complete men’s skincare routine or simply one product to solve a particular grooming concern, explore the current Shakeup Cosmetics collection at Proleno and discover a more considered approach to everyday men’s beauty.