The Y Code Launches in the UK

While the men’s skincare category continues to grow, many products still rely on an outdated formula: adaptations of women’s routines, rebranded in darker packaging with stripped-back claims. The Y Code, a newly launched American skincare brand now available in the UK, is set on changing that. Its premise is clear: men’s skin is structurally and functionally different, which means it requires more than rebranded solutions. For The Y Code, skincare should be fast to apply, low effort, and deliver maximum return.

“I couldn’t find a single brand that approached men’s skincare with clarity, logic, or respect for how our skin actually works,” said Freddie Sheridan, founder and CEO of The Y Code. “Everything was either borrowed, gimmicked, or trying to make us feel something. I didn’t want to feel — I wanted something that worked.”

Male skin is biologically distinct. According to the brand, it’s approximately 20–25% thicker than female skin, with higher sebum production, a denser collagen network, and a faster decline in collagen over time. These structural differences often show most clearly around the eyes, where thinner skin, greater vascular exposure, and inconsistent hydration routines make the area especially prone to puffiness, dark circles, and fine lines. Added to that, the eye area plays an outsized role in facial perception: beards, brows, and jawlines draw focus to the eyes, so visible fatigue can affect the impression of the entire face.

It’s this combination of biological differences and their early visible effects that led The Y Code to debut with the Well Kept Advanced Eye Serum, a fast-absorbing, residue-free formula designed to work with male skin physiology to visibly reduce fatigue and inflammation, while hydrating and protecting the skin barrier.

Each ingredient in Well Kept was chosen for its male-specific skin benefits:

• CO₂ extracted wild ginger (zingiber zerumbet): enhances microcirculation to reduce puffiness.
• Thallus algae and lithothamnium calcareum: support dermal density and collagen protection.
• Lactic acid and glycerin: exfoliate and hydrate without overwhelming oilier skin types.
• Fucus vesiculosus extract and panthenol: soothe irritation and reinforce the skin barrier.
• Melanin-adaptive minerals: brighten the under-eye area across a spectrum of skin tones without leaving residue.

Available in three melanin-adaptive shades (M-, M, and M+), the formula delivers results directly to the skin while visually adapting to its tone. Formula M suits 85% of tones, brightening dark circles, puffiness, and fine lines with light-reflecting particles. M- offers the same performance with added calming benefits for very fair, sensitive skin. M+ is designed for deeper tones, boosting hydration and vitamin D absorption for a smooth, even finish that is never ashy and never flat.

In September 2025, The Y Code will expand on Well Kept with a complete skincare line, featuring a Daily Mattifying Moisturiser, Hydration Serum, and Cleansing Bars.

The Well Kept Advanced Eye Serum is available to UK and US customers at theycode.com, priced at £49 ($59).