Freddie Sheridan (K 00-05), Founder and CEO of The Y Code, is making waves in the skincare industry with the launch of the brand’s first product, Well Kept // Advanced Eye Serum. Released in November, the serum is tailored to address the unique skincare needs of men, offering an effective solution for dark circles, inflammation, and fine lines in a stylish, travel-ready tube.

Freddie's inspiration for The Y Code emerged from his realization of a significant gap in the men’s wellness and skincare space. Despite his two-decade career in luxury retail, working with celebrated brands like Aesop, Tom Ford, and Fenty Beauty, he noticed that men’s skincare often felt like an afterthought, with products designed for women repackaged in masculine branding.

“When we started this journey, we realized that men’s skincare needed a complete redesign,” Freddie explains. “Our goal is to create intentional, effective products that meet the unique concerns of men while encouraging them to see skincare as part of their overall wellness routine.”

The Well Kept // Advanced Eye Serum is a testament to this philosophy. Powered by natural extracts such as beetroot and CO2-extracted wild ginger, the serum delivers instant and long-term benefits for skin texture and tone. A unique feature is its inclusion of three variations to suit a variety of skin tones. The Y Code is also committed to sustainability, packaging its products in recyclable aluminum and prioritizing eco-conscious design. 

When asked what’s next for The Y Code, Freddie revealed plans to expand the product line in the coming months. The eye serum has had fantastic feedback so far, and the team are currently in discussions with iconic retail spaces to bring The Y Code to even more people.

Reflecting on his journey, Freddie credits Rugby School for nurturing the creativity and entrepreneurial mindset that have been instrumental in his success. “Rugby’s approach of providing opportunities without prescribing a rigid path allowed me to explore everything from DT to photography and business studies. Those experiences gave me the creativity and confidence needed to create something as impactful as The Y Code.”

Freddie's innovative approach to elevating men’s skincare is setting a new standard in the industry. We’re excited to see what’s next as Freddie continues to shape the future with The Y Code.

For more information, visit The Y Code website.