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Every Face Tells a Story

From your mirror to virtual worlds, or somewhere in between. Our bold color palettes and fantastical facial gems inspire you to create one-of-a-kind looks that tell your unique story, while our professional makeup removers help you melt away any look with ease.

Just Dropped

  • Jo Baker's Go-To Essentials
    Jo Baker's Go-To Essentials
    Jo Baker's Go-To Essentials

    Jo Baker's Go-To Essentials

    Red Carpet Best In Beauty Must Haves

    $98.00
    Regular price
  • Triple Threat
    Triple Threat
    Triple Threat

    Triple Threat

    Smoothing Hydrating Amplifying Eye Primer

    $25.00
    Regular price
  • Ultimate Lash Line
    Ultimate Lash Line
    Ultimate Lash Line

    Ultimate Lash Line

    $5 off smudge-proof mascara and liner

    $42.00
    Regular price
  • Tarantulash
    Tarantulash
    Tarantulash

    Tarantulash

    Big, Bold, Buildable Mascara

    $27.00
    Regular price
  • Stencils Playbox
    Stencils Playbox
    Stencils Playbox

    Stencils Playbox

    Face & Body Stencils

    $10.00
    Regular price
  • Define me... if you dare
    Define me... if you dare
    Define me... if you dare

    Define me... if you dare

    Smudge-Proof, Waterproof Gel Eyeliner

    $20.00
    Regular price
  • PRIDE Playbox by Jo Baker
    PRIDE Playbox by Jo Baker
    PRIDE Playbox by Jo Baker

    PRIDE Playbox by Jo Baker

    Multidimensional Artistry Gems

    $15.00
    Regular price
  • Daggers and Dots Playcard by Jo Baker
    Daggers and Dots Playcard by Jo Baker
    Daggers and Dots Playcard by Jo Baker

    Daggers and Dots Playcard by Jo Baker

    Gems and stickers for face and body

    $14.00
    Regular price

Behind Bakeup

Introducing Tarantulash

This breakthrough formula delivers a soft-touch, weightless mascara that won’t smear, smudge, flake or budge. 
$27, 13.2g/12mL

We Play Where You Play

  • IRL
    (In Real Life)

    Forget everything you
    thought you knew
    about self-expression.

  • Virtual
    Worlds

    Digital wearables and
    experiences for your avatar
    as unique as you are.

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