Born in Beijing, and educated in the UK. After a 5-year career in publishing, I co-founded Xcetra Media in 2007 (rebranded to READY in 2015) with my twin brother, a multi-award winning creative agency, specialising in breakthrough tactical marketing campaigns for consumer brands, particularly within the beauty, cosmetics and skincare sectors, working with international brands such as WalgreensBootsAlliance, Burt's Bees, Bioré and Molton Brown just to name a few.After 12 years running READY, in 2018 Shane and I set out to launch Shakeup Cosmetics, having suffered from rosacea since I was a teenager and struggling to find the perfect blemish covering products that are developed for and marketed at men specifically and best suited for our needs. Our innovative range of skincare led cosmetics were officially launched in September 2019. The gender divide, particularly among millennials and Gen Z’s, is far more fluid than ever before. Cosmetics are no longer a signifier of femininity. Attitudes are markedly changing, usage is being normalised and men have become more knowledgable about cosmetic products. The market for pronounced cosmetics for men is emerging.Shakeup combines proven skincare benefits with high-performance cosmetic features, to provide a solution to everyday guys who are seeking easy-to-use and highly effective cosmetic products to combat their skin challenges, and look and feel their best!Today our products are stocked in household name retailers such as Superdrug and Boots in the UK, and globally we have found successes in Europe, Australia and China, where our best seller BB cream sells once every 5 minutes.