“We wanted to give people makeup that's not intimidating - something that's playful and fun.”

“There’s a real possibility and an opportunity to put this real-world imagination and fantasy together.”

“Beauty can be a bit intimidating. But you don't have to have a ton of technical skill to play with us at Bakeup.”

“Digital-first beauty brand BAKEUP by Jo Baker is reimagining self-expression.”

“I love the ability to morph into whichever fantasy persona you are feeling.”

“I want to reach people that may not feel like they have an invitation to the beauty space.”

“This year, the love language we're speaking is color.”