Wednesday, 15 March 2023

Men’s Beauty Brand Shakeup Cosmetics To Land At Boots

Written by Rose Metcalfe
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Shakeup Cosmetics

Big news ahead. The bath-based indie cosmetic brand that shook the world of cosmetics for men is going to expand their presence in the UK reaching over 350 stores with Boots.

Independent cosmetic brand Shakeup Cosmetics just signed a deal with Boots to reach more men across the UK chain stores.

About 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 it is rather a component of a more modern lifestyle. More importantly, it is the embodiment of self-care and, as such, it directly affects the self-esteem and mental well-being of today's modern men. This is certainly reflected in the exponential growth in the popularity of men’s cosmetics globally.

Shakeup Cosmetics Meets Boots

Major retailers have been putting more focus on this category than ever before. Boots is no exception and it is set to ‘shake up’ their men’s beauty offering in their biggest category rebuild in years. Shakeup Cosmetics, 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 from 20th March 2023. All Shakeup products are PeTA-certified, all formulated and made in the UK, cruelty-free and vegan. Having already launched on the UK’s high street with Superdrug last year, this latest deal will take Shakeup’s physical retail touch-points 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 actually thrived.” 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 (with 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 has grown rapidly: revenue jumped 300% in FY21-22 YoY, and their presence has expanded internationally, to China and Australia. With the new deal, Shakeup Cosmetics is now able to reach more men looking to take care of themselves at their local Boot store.

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