While many have placed their bets on men’s cosmetics boom for several years now, Xu for one does not believe that the moment has yet to come.
That was a great, great feeling,” said Xu. It’s was nice to know that yes, there are guys that need our products, we haven’t been delusional to think that, we’re not alone. “We were not expecting things to move that fast and it was a great validation of this market and it proved our concept. In the Chinese market, the brand has been going toe-to-toe with heavyweight brands like Chanel and Tom Ford, further validating the company’s mission. I guess when you get to that age, you want to hold on to your youth a bit longer – and that’s only human nature.” Initially, when we launched, we thought we would have the younger generation, the LGBTQ community… But what we have found was that apart from that predicted group, we do see a lot of guys over 45 and 50 looking for our products. “What surprised us the most was the age trend. Like many men’s cosmetic brands before them, Shakeup initially targeted a younger crowd but was surprised to see a more diverse age range responding to their products.
Who owns boom cosmetics skin#
“There's no straight answer, not a single answer because I think just like women, guys are looking for skin care and cosmetic products for different purposes.” Just like women, Xu believes the skin and beauty needs of men are potentially just as diverse.
You have to overcome that hurdle of asking for help in department stores, not to mention the 52 shades you have to try and select from,” said Xu. “This industry is heavily targeted at women… As a guy, trying to find skin care, let alone make-up is very daunting and very difficult. UK-based Shakeup Cosmetics was founded in 2018 by Beijing-born twin brothers Jake Xu and Shane Carnell-Xu who observed a gap in the market for male-friendly make-up products.
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