Shakeup Cosmetics, a UK-based men's beauty start-up, has received an equity investment from the entrepreneurs behind the fastest growing UK kids food brand Kiddylicious.
The brand, due to launch in September, taps into the increasing consumer demand for men's make-up with its products, which include Eye Eye Captain and Let's Face It.
Twin co-founders Jake Xu and Shane Carnell-Xu, who were born in Beijing, decided to launch the brand because they felt there was a lack of choice for men wanting to use make-up.
"For years, we have tried various makeup products to cover our rosacea and blemishes, but really struggled to find products that are 100% suited for our needs," said Carnell-Xu.
"There’s a clear lack of choice when it comes to cosmetic products specifically designed for men’s skin."
With the seed funding, the brand is now able to proceed with full production plans and strengthen its marketing strategy.
The duo have more than a decade of marketing experience working with cosmetics and personal care brands, and have their fingers on the pulse when it comes to the changing attitudes of male consumers.
"The male grooming market has enjoyed a boom in recent years and colour cosmetics are set to become an integral part of men’s grooming routines," added Carnell-Xu.
"Excitingly, cosmetics are no longer a signifier of femininity. Attitudes are changing, usage is being normalised and men have become more knowledgeable about cosmetic products than ever before."
The deal was facilitated by UK Top 100 law firm Royds Withy King.
