Somewhere in the future, in museums far, far away, the humble Jo Baker’s eye-makeup looks will hang like art in the halls, with spectators scratching their heads, wondering how the heck she did it.
In the now, that question is still very real, very relevant, but maybe a little bit easier to answer as of today. Her secret weapon? Tarantulash — the volumizing vegan mascara Jo has been quietly using on her celebrity clients for the past year, finally available to everyone.
The mascara hiding in plain sight on the red carpet
For roughly a year before it ever hit shelves, Tarantulash was already doing the rounds at premieres, press junkets and award shows — you just didn’t know its name. As NewBeauty reported, celebrities including Gal Gadot, Vanessa Kirby, Natasha Lyonne and Olivia Wilde had all been wearing the then-unreleased formula, created by Jo for her own professional kit. It wasn’t a paid placement or a marketing stunt — Jo was simply reaching for the mascara that outperformed everything else she’d tested in more than 20 years on set.
What makes Tarantulash different
Tarantulash is a jet-black, buildable, 100% vegan and cruelty-free mascara designed to create bold, separated, spidery lashes — the kind Nylon highlighted as a top pick for the “Spider Lashes” trend. What sets it apart is that it stays soft to the touch and won’t flake, smudge or budge through a full day of wear. The clean formula even conditions as you wear it, with key ingredients like hyaluronic acid and vegetable collagen.
- One coat for enhanced, everyday lashes
- Two to three coats for full, red carpet drama
- Removes cleanly with a proper cleansing balm — no aggressive rubbing
At $32, it’s the exact formula Jo uses on her A-list clients — now available to everyone at bakeupbeauty.com. Want the full breakdown? Read why makeup artists are choosing Tarantulash and 3 reasons Tarantulash is more than a mascara.
Frequently Asked Questions
What mascara have celebrities been secretly wearing?
Celebrity makeup artist Jo Baker had been using her own Tarantulash mascara on clients including Gal Gadot, Vanessa Kirby, Natasha Lyonne and Olivia Wilde for about a year before it launched publicly, as first reported by NewBeauty.
Is Tarantulash vegan and cruelty-free?
Yes. Tarantulash is 100% vegan and cruelty-free, formulated without animal-derived ingredients and never tested on animals.
How much is Tarantulash mascara and where can I buy it?
Tarantulash retails for $32 and is available at bakeupbeauty.com, with free delivery on US orders over $50.
