THE Y CODE FEATURES IN WWD

The Y Code highlighted as One of the Hottest New Beauty Launches to Watch

We’re thrilled to share that The Y Code has been named one of the top beauty brand launches of the quarter! Featured in From a Nars Developer’s Next Brainchild to Male Grooming’s Latest Emergent - 4 New Beauty Brand Launches to Watch, our debut product, Well Kept // Advanced Eye Serum, is already making waves in the men’s grooming space.

The article spotlights how our founder, Freddie Sheridan, has leveraged his extensive brand marketing experience to create a skincare line designed specifically for men. The Y Code is built for those who have already embraced basic skincare and are ready to take their routine to the next level.

At the heart of our launch is Well Kept, a high-performance eye serum that targets dark circles, inflammation, and fine lines—common concerns for men looking to maintain a fresh, confident appearance. With potent ingredients like algae, beetroot, wild ginger, and yellow gentian root, it not only revitalizes tired under-eyes but also delivers a subtle tint for a more even complexion. Available in three adaptive shades—M-, M, and M+—which are tailored to the needs of different skin tones.

Industry experts are already forecasting big things for The Y Code, with projected first-year sales reaching $1 million. But this is just the beginning. As Freddie shared in the feature, our mission is to redesign men’s skincare from the ground up, crafting multifunctional products that address real concerns while delivering visible results.

This recognition affirms our belief that confidence isn’t about how you’re seen—it’s about how you feel. And with The Y Code, we’re helping men unlock that confidence every day.

Stay tuned for more innovations coming soon. In the meantime, experience the power of Well Kept for yourself at theycode.com.

Written by

Freddie Sheridan

I started YCODE because most skincare was never designed for men’s skin. What I write here is what the formulators taught me, and what the trials actually found.

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