Shakeup Cosmetics

Health & Beauty · Makeup & Cosmetics

Shakeup Cosmetics sells tinted skincare and color cosmetics engineered for men: BB creams, concealers, brow gels, lip balms, primers and sets. Everything is packaged in matte, travel-ready aluminium or plastic tubes and priced mid-range (£12-£28). The brand trades only through its own menwearshakeup.com site and ships worldwide from UK fulfilment centres. Products are formulated as hybrid skincare: sheer, silicone-free pigments loaded with hyaluronic acid, vitamin E and algae extract designed to be undetectable on bearded or oily male skin. The hero “Beau Balm” sheer foundation sold out within 48 h of launch in 2020 and remains the best-seller; all items are vegan, cruelty-free and EU-compliant. Core buyer is 18-35, urban, buys streetwear and grooming magazines, wants camera-ready skin without a “makeup” label. Marketing speaks in gym, gaming and sports idioms, promising confidence for Zoom calls, nights out and dating apps while preserving masculine self-image. Shakeup competes in the narrow men’s colour-cosmetic niche against female-leaning mainstream beauty and unisex skincare brands. It differentiates through male-first shade calibration, facial-hair-friendly textures, gender-coded packaging and direct-to-consumer education that frames products as “cover-up tools” rather than makeup.

Undetectable coverage that actually works under facial hair and on camera

• Vegan
• Cruelty-free