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Brief Published: 9 Dec 2019

Skincare & Make-Up for the Modern Man

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ShakeUp Cosmetics

Male grooming brands are embracing enlightened masculinity with new product development and marketing strategies that take ideas from women’s wellness. We highlight two brands offering innovative cosmetics and skincare ranges that build self-confidence and foster a self-care routine. 

  • Confidence Booster: UK brand Shake-Up Cosmetics offers a make-up skincare hybrid that taps into the growing male beauty market. Its three-piece range includes a concealer, BB cream and a volumising lip gel. The products are made to improve skin health and confidence for its customers.

    Each product blurs the barriers between effective skincare and colour cosmetics, while seamlessly fitting into a man’s daily routine. For example, Eye Eye Captain is an undereye concealer with hyaluronic acid and buckwheat, designed to boost blood flow under the eye and moisturise the skin.

    The brand also takes a male-first approach instead of catering its products to all genders. Its range is tailored to men with varying skin types and concerns, including enlarged pores and redness. In an interview with industry source Beauty Independent, Shane Carnell-Xu co-founder of Shake-Up Cosmetics, said: “Make-up has no gender, absolutely no gender at all, but skin does, and that’s our argument. We’re creating for men’s skin.” 
  • Self-Care Time: With a tagline of “Modern care for the modern man”, US skincare start-up Disco’s ethos is rooted in a desire to look and feel better. It aims to build a consumer community which focuses on integrating self-care rituals as a daily practice.

    The brand is a fuss-free option for men at the start of their skincare journey. Its product range includes daily essentials, such as moisturiser, eye cream and cleanser. It groups products into sets to help men make time for themselves. For example, Treat Yo’ Self is marketed as the pamper kit, with a face scrub, mask and an eye cream.

    In addition, Disco is cleverly positioning itself as an advisor by curating content that helps men understand their lifestyle needs. For example, its blog discusses issues such as sleep and how to perfect a skincare routine.

To read more about male grooming, see Asystem: A ‘Betterment’ Brand for Men and The Green, Clean Man.

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