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.
“Sharon Stone's Makeup Artist Just Debuted a Line of Eye Gems That Anyone Can Pull Off.”
“This year, the love language we're speaking is color.”
“We wanted to give people makeup that's not intimidating - something that's playful and fun.”
“I want to reach people that may not feel like they have an invitation to the beauty space.”
“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.”
“The eyeshadow palette Olivia Wilde wore to the Met Gala is the first one I've cared about in years.”
Daggers and Dots Playcard by Jo Baker
Gems and stickers for face and body$14.00
$5 off our best-selling eyeshadow palette$39.00 Sale price
Cry Baby Playcard by Jo Baker
Gems and Stickers for Face and Body$10.00
New from Jo Baker
The palette that sold out in 24 hours: DESERT ROAD TRIP. These foolproof, buttery, buildable shades will take you from Monday morning to Saturday night - and everything in between.
We Play Where You Play
(In Real Life)
Forget everything you
thought you knew
that push the boundaries
of your imagination.
Digital wearables and
experiences for your avatar
as unique as you are.