ABOUT US

OUR STORY

Man Up was founded in Bondi in 2021, right in the middle of the pandemic, by two mates — Wade Bartlett (Country NSW) and Joseph McCallum (Adelaide) — we were in our mid-30s at the time. We became obsessed with anti-ageing and skincare. What started as a personal mission quickly turned into a full-blown passion project.

We spent two years in the lab with a top-tier cosmetic chemist in Sydney, perfecting every formula.

Our goal? To create the simplest, most effective routine possible — so straightforward that even the laziest bloke could stick to it: Day, Shower, Night. That’s it. Premium ingredients, no nonsense.

Along the way, we had some questionable early marketing attempts. (Ask us one day about the “face so fresh you could sit on it” tagline).

So we brought in Kate Feneley as Head of Art & Marketing to give Man Up the makeover it deserved. She’s since become a business partner and is helping us take things to the next level.

Backed by family and mates who believed in what we were creating, borrowed utes, and late-night packing sessions — we built this brand from the ground up. We made it for us. We love it. We use it. Even Jax, our Australian shepherd mascot, gets the Day cream to protect his little pink nose from the sun.

In 2025, Joe followed his heart to New York, and Wade took the reins as the sole director. With our products refreshed and rebranded, Man Up is charging forward. We’re back in the lab, creating exciting new products that we can’t wait to share with you.

We’re incredibly proud to bring you Man Up.

For partnership enquiries, reach out to: info@manupskin.co