“When we started this journey, we recognized that many men’s skincare ranges were ultimately women’s products disguised in masculine packaging. Our goal has been to redesign men's skincare from the ground up to truly cater to men's skin, their unique concerns and the specific outcomes that they are looking to achieve.

We encourage men to see skincare as an extension of their wellness routine. Well Kept is a short regimen that goes hand-in-hand with the dedication that they invest into their personal development, fitness, nutrition, and emotional well-being that will have them looking and feeling like the best possible version of themselves”, says Freddie Sheridan, CEO and Founder, The-Y-Code.

“When we started this journey, we recognized that many men’s skincare ranges were ultimately women’s products disguised in masculine packaging. Our goal has been to redesign men's skincare from the ground up to truly cater to men's skin, their unique concerns and the specific outcomes that they are looking to achieve.

We encourage men to see skincare as an extension of their wellness routine. Well Kept is a short regimen that goes hand-in-hand with the dedication that they invest into their personal development, fitness, nutrition, and emotional well-being that will have them looking and feeling like the best possible version of themselves”, says Freddie Sheridan, CEO and Founder, The-Y-Code.


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 tints—low, medium, and high melanin (M-, M, M+), ensuring a perfect match for all skin shades (it’s important to note that the M shade suits 80% of skin tones). This carefully crafted formula not only revitalizes the eye area but also supports healthy Vitamin D absorption, recognizing 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 aluminum tube, and with just one “tap”, the cap securely reseals, making this product convenient and sustainable.

This launch marks a significant milestone in The Y Code’s journey as it continues to redefine men’s skincare, bridging the gap between what men want and what the market provides.