Menswear Style Podcast

Freddie Sheridan, Founder of YCODE / Male Skincare

Menswear Style Episode 232

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0:00 | 28:25

In this episode of the Menswear Style Podcast, we speak with Freddie Sheridan, founder of YCODE, the British men’s skincare brand taking a science-led approach to creating high-performance products specifically for men.

YCODE is built around a simple observation: men’s skin has some significant biological differences from women’s, yet many products marketed towards men have historically been adapted from formulas originally developed for women. Freddie explains why he believed there was an opportunity to start from scratch and build skincare specifically around the characteristics and needs of male skin.

The story behind YCODE is also deeply rooted in Freddie’s background. His family has been involved in beauty and retail design since 1983 through Sheridan&Co, the agency founded by his parents that creates retail environments and experiences for major beauty brands. Freddie grew up surrounded by the industry before eventually using that experience to create his own skincare company.

We discuss YCODE’s nearly six-year research and development process before its first product launched in October 2024, and the thinking behind its “C to Cell” approach, which harnesses marine biotechnology and microalgae-derived ingredients.

Freddie explains why YCODE focuses so heavily on efficacy and fast results, arguing that men are more likely to stick with a skincare routine when they can actually see and feel the benefits. We get into the science behind the products, including how differences in the thickness, oil content, pH and collagen structure of men’s skin influenced the formulation process.

There’s also a practical skincare lesson for anyone who has ever wondered what the difference is between a serum and a moisturiser, why smaller particles can help products penetrate deeper into the skin, and whether borrowing your partner’s skincare is really doing you any favours.

Education is another major part of the YCODE philosophy. Freddie discusses why men have traditionally had less access to skincare knowledge and how the brand aims to provide information without overwhelming customers — from simple, accessible advice through to deeper explanations of ingredients, formulation and skin science.

We also talk about the importance of design. With his background in retail environments, Freddie reveals why YCODE invested heavily in its visual identity and packaging, including a major brand refresh designed to better reflect the quality of the products inside.

The conversation also touches on entrepreneurship, investment, the impact of COVID on the business, finding the balance between perfectionism and actually getting a product to market, and YCODE’s growing retail presence in both the UK and US.

A fascinating conversation about men’s skincare, marine biotechnology, branding, product development and the challenge of creating products that not only look good on the bathroom shelf, but genuinely perform.

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