BY JAY AQUINO

PHOTOGRAPH BY JAY AQUINO

NOVEMBER 20, 2022

The vibrant presence of the guests at the Shake Up Cosmetics launch covered the gloomy Melbourne weather. The beautiful Evergreen venue was filled with countless bags spread out across the room, and the products were displayed effortlessly to showcase their slick malachite packaging. There were different kinds of men that represented different forms of masculinity that attended the event, but the one thing they all had in common was their love for skincare. Back in the day, men using cosmetic products was a biblical sin, as this was in contradiction to the strong persona that men should possess. But as our society progresses, the line between masculinity and femininity is slowly fading, and the $535B beauty industry that is dominated by women has welcomed men with open arms.

In 2019, twin brothers and marketing veterans Shane Carnell-Xu and Jake Xu launched Shake Up Cosmetics, it offers premium, easy-to-use, and innovative products, specifically designed for men. "The beauty line for men has been stale for the past years, and we wanted to do something fun and creative, hence why we started this brand." Jake said in our interview. In addition to their beauty brand, they are also the founders of Ready, a multi-disciplined creative agency based in the UK that specializes in the beauty industry.

Their products are partially skincare and partially makeup; their BB-tinted moisturizer is a definite must-have for those who are looking to correct their skin tone or hide any imperfections whilst making your skin fresh and hydrated, they have a concealer that can make you look more awake, and they have a volumizing lip gel that can help your lips appear plumped and fuller, just like Kylie Jenner’s*. Their products are truly a breath of fresh air, and they're like a bridge between masculinity and femininity that allows men to freely stand in the middle.

However, Shake Up Cosmetics is more than a brand that can give the "no makeup" look. They stand against hypermasculinity, and they have a lifelong quest to break down the barriers and stigma around men’s cosmetics. Historically, men have been using makeup before cosmetic brands even existed. According to Humanery, men started using makeup as early as 4000 BC, which was commonly used by men in Egypt to signify their wealth and status. Amanda Montell of Byrdie also said that in the 18th century, King Louis XVI used extravagant makeup and hair products, however, throughout the 20th century, makeup for men was hardly mainstream.

So why did the number of men wearing makeup decline?

Simple: because of our society. We began to associate masculinity with strength and power, which led to a decline in men wearing makeup. It also created a barrier that prevented men from freely expressing themselves and forced them to follow the format that society dictated. This rigid definition of masculinity has influenced cultures and social norms across the globe, especially in developing countries like India. Renuka Motihar of the India Development Review stated that some young men in India religiously followed their father’s and other men’s footsteps; they had minimal interaction with girls, which led them to lack understanding towards women. In addition, Motihar also said that "There was a strong belief among them that when girls said "no," they actually meant "yes."

However, as our society evolved, men began to color outside the lines as well. The popularity of men wearing makeup has returned, the demand for men’s skincare products has increased, and men have started prancing around in skirts or even freely expressing their love for Taylor Swift or Beyonce while still enjoying sports or drinking beer. Despite this, there are still people who frown upon this change; In 2019, GQ conducted a survey to identify people’s perceptions and behaviors towards the masculinity shift; 48% of men said that they were comfortable with the changes, and 27% of men felt uncomfortable with those changes.

The redefinition of masculinity is still far away, but the existence of brands that champion positive masculinity like Shake Up Cosmetics brings us one step closer to the goal. Their recent campaign, "#realmenrealskin stories" features different kinds of men telling stories on how their product helps resolve their skin issues. It’s a campaign that revolves around authenticity and diversity, and it communicates the message that men should not feel emasculated for using cosmetic products. Shake Up Cosmetics has a unique voice that makes the brand more human than the others; they are not solely focused on selling skincare/makeup products, but they also focus on encouraging conversations about gender stereotypes and hypermasculinity. Our society needs more brands to raise awareness about these issues so that future generations can be educated on the proper way to communicate with women and on how men and women must be equal in terms of responsibilities, pay, and opportunities.

On the other hand, Jake also mentioned that their products are all formulated from scratch and created around men’s habits. "We created our products specifically for men, we tested them on an all-men trial group, and we market our products to men using the language that they understand." Jake said. Throughout the interview, he spoke with passion and eloquence, and you can vividly see the immense knowledge and experience that he has.

Throughout the years, we have seen countless cosmetic brands emerge from the creative brains of entrepreneurs, influencers, and celebrities, and the beauty market couldn’t be more saturated. However, in a universe filled with infinite options, Shake Up Cosmetics is one of the few that shines the brightest; not because of their products but because they strive for change, they have a voice, and they march to the beat of their own drum.

Discover Shake Up Cosmetics here.