The Y Code is a new brand and product concept created by global design agency Sheridan&Co that aims to repurpose male cosmetics for the ‘everyday man.’

The aim is to offer an accessible and inclusive premium cosmetics solution not currently serviced by existing brands on the market. Freddie Sheridan, director at Sheridan&Co, commented: “The market that The Y Code is targeting is an interesting one – these men are youthful enough to not yet be set in their ways; they are open to experimentation, have a decent disposable income, may already have a well-stocked cabinet of grooming goods and have perhaps dabbled with cosmetics in some way – even if this included raiding the Mrs’ makeup bag for cover-up to conceal the shady effects of a hangover.”