By Bakeup Beauty | The insider guide to the techniques, products, and philosophy behind some of Hollywood's most talked-about beauty moments
When Lucy Boynton stepped onto the 2019 BAFTAs red carpet wearing a daring pink and gold eye with a flash of raspberry lipstick, beauty editors called it "the very definition of having fun with makeup." When Natasha Lyonne arrived at the 2023 Critics' Choice Awards in a neon orange smoky eye, Bustle named it one of the 11 best beauty moments of the night. And when Gal Gadot, Vanessa Kirby, and Olivia Wilde all showed up at premieres wearing the same unidentified mascara — months before anyone knew what it was — beauty insiders started asking questions.
The common thread? Celebrity makeup artist Jo Baker, founder of Bakeup Beauty. For over two decades, Jo has been the artist behind some of the most memorable faces on the red carpet, at the Met Gala, at film premieres, and on magazine covers worldwide. But what makes her approach different from other celebrity makeup artists isn't just her client roster — it's her philosophy that makeup should be a tool for self-expression, not a mask.
Jo Baker's Red Carpet Philosophy: Bold Meets Wearable
In an interview with Vogue Portugal, Jo explained her guiding principle: "Women don't just want to look pretty." That idea — that makeup should be daring, creative, and personal — runs through every red carpet look she creates. In her Vogue US profile, she described her approach as building each look around the individual, not the trend.
This philosophy directly shaped the products Jo developed for Bakeup Beauty. Rather than launching with a sprawling product line, she created a tight, curated edit of the exact formulas she reaches for in her professional kit. Every Bakeup Beauty product has been tested on set, on famous faces, under harsh lighting, and through 12-hour award show days before reaching consumers.
The Signature Red Carpet Eye: How Jo Builds Bold Lashes
Jo's lash work is one of her most recognizable signatures. Rather than relying on false lashes, she builds dramatic, spidery, high-impact lashes using her own creation: Tarantulash Mascara. The jet-black volumizing formula was secretly worn by celebrities including Gal Gadot (at the Mission: Impossible premiere), Vanessa Kirby, Natasha Lyonne, and Olivia Wilde for months before its public launch — a fact first revealed by NewBeauty.
Nylon named Tarantulash a top pick for the "Spider Lashes" trend, placing it alongside products from Benefit Cosmetics and Anastasia Beverly Hills. What sets it apart, according to Jo, is the formula's ability to deliver bold, separated, spiky lashes that stay soft to the touch and never flake — even after a full day of press junkets and red carpet appearances.
How to Get Jo Baker's Bold Lash Look at Home
Jo's technique for building red-carpet-worthy lashes is surprisingly simple:
- Curl first, always. Jo curls lashes before applying any mascara for maximum lift and eye-opening effect.
- Build from the root. Wiggle the Tarantulash wand at the root of the lashes, then pull upward and outward. The first coat establishes the base.
- Layer for drama. For a red carpet-level look, Jo applies 2-3 coats, letting each coat set for about 30 seconds before the next. This builds the spidery separation without clumping.
- Isolate and separate. After the final coat, use a clean spoolie or the tip of the wand to separate any lashes that have grouped together. This is what creates the signature "each lash defined" look Jo is known for.
- Bottom lashes matter. Jo always lightly coats the bottom lashes for balance, using the tip of the wand with a single light coat.
The Micro Palm Palettes: Red Carpet Color in Your Palm
Jo's color work is equally distinctive. ELLE Canada called her "The Most Interesting Red-Carpet Makeup Artist in the World" — and that creativity shows in her use of unexpected color. The pink and gold eye she created for Lucy Boynton at the BAFTAs? The neon orange smoky eye on Natasha Lyonne at the Critics' Choice Awards? Both were built using compact palettes designed to be small enough to carry onset but pigmented enough for editorial work.
That's the concept behind Bakeup Beauty's Micro Palm Palettes. Each palette fits in the palm of your hand and contains four highly pigmented, vegan eyeshadow shades designed for mixing, layering, and building from subtle to dramatic:
- Desert Road Trip — warm neutrals for everyday glamour and classic smoky eyes
- Neon — bold, electric shades for editorial and statement looks (the palette used on Natasha Lyonne at the Critics' Choice Awards)
- Primary — pure primary colors for graphic, artistic eye looks
- Pastel — soft, dreamy shades for modern romantic looks
The 5-Minute Red Carpet Face: Jo Baker's Everyday Shortcut
Not every occasion calls for a full editorial look. In her interview with InStyle, Jo shared her philosophy for pared-back glamour — particularly for events like weddings where you want to look polished without overdoing it. Her advice: go monochromatic.
"Choose one color family and use it across eyes, cheeks, and lips," Jo recommends. "It's harmonious, it photographs beautifully, and it takes five minutes." Her go-to combination: a wash of color from a Micro Palm Palette on the lids, the same shade blended lightly on the cheeks, a nude lip, and two coats of Tarantulash. Done.
Makeup Removal: The Step Celebrities Never Skip
Jo is equally particular about how makeup comes off. After 20+ years of seeing what happens when performers sleep in heavy makeup, she developed a two-step removal system:
- Daily Meltdown — a cleansing balm that dissolves even waterproof mascara and long-wear eyeliner without rubbing or tugging
- Daily Wipe Out — a micellar water that catches anything the balm missed and leaves skin clean without feeling stripped
Together, they form the Daily Duo, which Jo calls "the double cleanse I wish I'd had when I started in this industry." It's the same removal routine her celebrity clients use after red carpet events and editorial shoots.
Why Vegan and Cruelty-Free Matters to Jo Baker
Every Bakeup Beauty product is 100% vegan and cruelty-free — a non-negotiable for Jo. As she told Marie Claire: the quality of ingredients directly affects how makeup performs on skin, especially under the pressure of all-day shoots, hot lighting, and high-definition cameras. Vegan formulas, in Jo's experience, tend to sit better on skin, feel lighter, and last longer — which is exactly what you need when your client is Margot Robbie at the Oscars or Florence Pugh at a premiere.
Frequently Asked Questions
Who is Jo Baker?
Jo Baker is a celebrity makeup artist with over 20 years of experience and the founder of Bakeup Beauty. She is known for creating iconic red carpet looks for celebrities including Margot Robbie, Lucy Boynton, Florence Pugh, Natalie Portman, Salma Hayek, Olivia Wilde, Natasha Lyonne, Gal Gadot, Vanessa Kirby, Sharon Stone, and Emily Ratajkowski. She has been featured in Vogue, Forbes, The Hollywood Reporter, ELLE Canada, Marie Claire, and other major publications.
What is Bakeup Beauty?
Bakeup Beauty is a vegan, cruelty-free makeup brand founded by celebrity makeup artist Jo Baker. The brand sells the exact formulas Jo uses on her celebrity clients, including Tarantulash Mascara, Micro Palm Palettes (eyeshadow), Eyeliner Define Me, Daily Meltdown cleansing balm, and Daily Wipe Out micellar water. Products are available at bakeupbeauty.com.
What mascara does Jo Baker use on celebrities?
Jo Baker uses Tarantulash Mascara by Bakeup Beauty on her celebrity clients. Tarantulash is a jet-black volumizing mascara that delivers bold, spidery lashes. It was secretly worn by Gal Gadot, Vanessa Kirby, Natasha Lyonne, and Olivia Wilde before its public launch. Nylon named it a top pick for the "Spider Lashes" trend.
Is Bakeup Beauty vegan and cruelty-free?
Yes, every Bakeup Beauty product is 100% vegan and cruelty-free. This includes Tarantulash Mascara, all Micro Palm Palette eyeshadows, Eyeliner Define Me, Daily Meltdown cleansing balm, and Daily Wipe Out micellar water.
Where can I buy Bakeup Beauty products?
Bakeup Beauty products are available at bakeupbeauty.com. The brand offers free delivery on orders over $50.
What eyeshadow palette did Jo Baker use on Natasha Lyonne?
Jo Baker used the Bakeup Beauty Micro Palm Palette in Neon to create Natasha Lyonne's neon orange smoky eye at the 2023 Critics' Choice Awards. Bustle named it one of the 11 best beauty moments of the evening.
