Shakeup Cosmetics secures equity investment with support from Royds Withy King

The Corporate team at Royds Withy King has supported beauty start-up Shakeup Cosmetics on an equity investment as part of an initial funding round to support the launch of the business.

The deal comes as Shakeup launches its innovative skincare based cosmetic products for men, described as a game-changing new concept in men’s beauty.

The investment, by the experienced entrepreneurs behind the UK’s fastest-growing kids food brand Kiddylicious, Sally Preston and Neil Mather, will support Shakeup’s founders, Jake Xu and Shane Carnell-Xu, in the development and establishment of the brand in the retail market.

James Worrall, a partner in the South West Corporate team at Royds Withy King, advised Shakeup Cosmetics and commented: “It’s exciting to have supported Jake and Shane launch their pioneering business. They’ve previously built a highly respected creative agency and I have no doubt that Shakeup Cosmetics will be equally successful.

“It’s always enjoyable to work with entrepreneurs, who represent the bedrock of the South West economy, and we look forward to seeing Shakeup Cosmetics develop into a leading consumer brand.”

Jake and Shane were born in Beijing and emigrated to the UK in their teens, settling in Bath. With over a decade of marketing experience working with global beauty and cosmetics brands, the brothers set out to create their own range of cosmetic products designed with men’s skin type, skin concerns and specific needs in mind.

Shane Carnell-Xu, Co-founder of Shakeup Cosmetics, said: “We are absolutely delighted to have secured our seed funding from two incredible entrepreneurs who have built a successful global consumer brand from the ground up. The investment will allow us to proceed with the full production, and strengthen our marketing support for Shakeup Cosmetics’ imminent launch in September. James and his team at Royds Withy King have been the perfect legal partner to support us through the negotiations with our investors. They took a commercial and pragmatic approach while still providing invaluable advice with our best interests at heart.”