Shane Carnell-Xu is the co-founder of Shakeup Cosmetics, a pioneering British men’s skincare and cosmetics brand launched in 2019 alongside his twin brother, Jake Xu. The brothers were born in Beijing and moved to the UK in their teenage years. Their personal struggle with rosacea and their extensive background in beauty marketing fuelled their mission to create effective, easy-to-use products tailored specifically for men’s skin.​ Shakeup launched their UK-made, awards-winning range in China in 2020. In recognition of their contributions to the beauty industry, Shane and Jake were appointed to the British Beauty Council’s Advisory Board in 2023, marking a significant milestone in their journey to redefine modern masculinity and promote self-care among men.