Freddie Sheridan, Founder of YCODE / Male Skincare

In this episode of the Menswear Style Podcast, we speak with Freddie Sheridan, founder of YCODE (https://ycode.co/) , 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 prod