Finally... a beauty arsenal built for real life!!!

Bakeup Beauty is a vegan, cruelty-free makeup brand founded by celebrity makeup artist Jo Baker, best known for Tarantulash Mascara and its four Micro Palm eyeshadow palettes.

Jo built the brand out of her own kit. Most of what's here started as something she needed backstage that didn't exist yet — a mascara that survives a twelve-hour shoot without flaking, palettes small enough to actually finish instead of collecting dust after three uses. Tarantulash is the one she reaches for between takes. The Micro Palm palettes — Primary, Pastel, Neon, and Desert Road Trip — cover everything from bold color to skin-tone neutrals, all in a compact pan built to blend fast.

Everything here is vegan, and none of it is tested on animals. That's not a marketing line — it's how Jo formulates, full stop.

New here? Start with Tarantulash if mascara is a daily habit, or a Micro Palm palette if you're building a look from nothing. If waterproof formulas are your thing, pair either with Daily Meltdown or Daily Wipe Out — regular wipes won't fully take them off.