BAKEUP Beauty

BAKEUP Beauty, established in 2021, operates as a direct-to-consumer beauty brand rooted in the extensive experience of its founder, celebrity makeup artist Jo Baker. London-born and now Los Angeles-based, Baker began her career in 2000 on the fashion runways of London and Paris. Her trajectory shifted significantly after being hired by the musician Usher for a world tour, which eventually led to her relocation to Los Angeles in 2005. Over two decades, she has cultivated a high-profile clientele that includes Jennifer Lawrence, Salma Hayek, and Lucy Boynton, building a reputation for a creative, modern, and often edgy aesthetic.

The company was conceived from Baker's desire to create a reliable, high-performance toolkit for both professionals and consumers, stripping away the unnecessary and confusing elements she observed in the saturated beauty market. The brand's philosophy centers on creating dependable, long-lasting products that require no second takes or reapplication. BAKEUP Beauty operates primarily as a digital-first business, selling its products through its e-commerce website. The company was co-founded by Jo Baker, Sarah Superfon (CEO), and musician Grace Gaustad. This venture began with an initial foray into the digital realm, launching virtual beauty products as NFTs and social media filters before releasing physical items, reflecting a strategy to engage with a digitally native audience.

BAKEUP Beauty's product line is a direct reflection of Baker's professional needs and artistic style. Offerings include the Tarantulash Mascara, smudge-proof gel eyeliners, and Micro Palm eyeshadow palettes, all designed for high performance and durability. The brand emphasizes that its products are vegan, cruelty-free, and formulated without toxins. The products are developed to be staples that deliver professional-grade results, aiming to simplify beauty routines with fast, buildable formulas. By focusing on core essentials that perform under the demanding conditions of a red carpet, the company targets consumers who value quality and efficiency in their makeup.

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