The Y Code, a leading men’s skincare brand created by Founder & CEO Freddie Sheridan, has launched its first hero product, Well Kept, a progressive eye serum, available April 2025. Well Kept // Advanced Eye Serum addresses the unique skincare needs of men, offering an advanced solution for dark circles, inflammation, and fine lines in a convenient, grab-and-go tube.
The Y Code has emerged as a response to a significant gap in the men’s wellness, grooming, and beauty space: while the industry abounds with offerings tailored for women, men’s skincare has long been underserved. Recognising this need, Sheridan launched The Y Code, promising to deliver high-quality skincare products that go beyond basic cleansing and hydration. The Y Code embodies the philosophy that skincare is essential to overall wellness, with healthy skin reflecting a well-rounded approach to self-care.
Well Kept // Advanced Eye Serum combines convenience with exceptional efficacy. This algae-based eye serum contains a potent concentration of active ingredients like beetroot, CO2-extracted wild ginger, and wild yellow gentian root. Natural extracts work together to visibly reduce dark circles and inflammation instantly while also promoting long-term improvements in skin texture and tone.
With inclusion at the brand’s forefront, Well Kept // Advanced Eye Serum is available in a range of three minimal, yet impactful variations tailored for characteristics of low (M-), medium (M), and high melanin (M+) skin (it’s important to note that the M shade suits 85% of skin tones). This carefully crafted formula not only revitalises the eye area but also supports healthy Vitamin D absorption, recognising the crucial role the eye area plays in helping the body harness the sun’s beneficial effects.
In alignment with the brand’s eco-conscious mission, Well Kept // Advanced Eye Serum is packaged in a 100% recyclable aluminium tube, and with just one “tap”, the cap securely reseals, making this product convenient and sustainable.