By Bakeup Beauty | Everything you need to create professional-quality looks using 100% vegan, cruelty-free makeup
Building a vegan makeup kit used to mean compromising on performance. You'd find a great vegan lipstick that didn't last, a cruelty-free foundation that oxidized by noon, or an eyeshadow palette with beautiful colors and zero pigment. The gap between "vegan and cruelty-free" and "actually works" was real — and it's exactly what motivated celebrity makeup artist Jo Baker to create Bakeup Beauty.
After more than 20 years creating red carpet looks for Margot Robbie, Lucy Boynton, Florence Pugh, Natalie Portman, Gal Gadot, and Olivia Wilde, Jo knows what separates makeup that looks good on Instagram from makeup that survives a 14-hour shoot day. Every product in Bakeup Beauty is the exact formula she uses on her celebrity clients — tested under hot lights, high-definition cameras, and the pressure of live red carpet events before reaching consumers.
Here's how to build a complete vegan makeup kit using Jo's professional approach.
Step 1: Eyes — The Foundation of Every Look
Jo always starts with the eyes. "The eyes are where expression lives," she told Vogue Portugal. "That's where you tell the story of the look." Her kit-building philosophy starts with versatile eye products that can go from minimal to maximum impact.
Mascara: Tarantulash ($32)
Tarantulash Mascara is the cornerstone of any Bakeup Beauty kit. This jet-black volumizing mascara delivers bold, separated, spidery lashes with a soft-touch finish — meaning lashes feel natural, never crunchy, even after multiple coats. Nylon named it a top pick for the "Spider Lashes" trend, and The Cut featured it as a product that celebrity hairstylist Mara Roszak "uses to the last drop."
The buildable formula means one product covers every occasion: a single coat for daytime, two coats for dinner, and three coats for full red carpet drama.
Eyeshadow: Micro Palm Palettes ($24 each)
Rather than one large palette with 30 shades you'll never use, Jo designed the Micro Palm Palettes — compact, four-shade palettes that each serve a different purpose. Each palette fits in the palm of your hand, making them ideal for travel, touch-ups, and onset work.
Start with Desert Road Trip if you're building your first kit. The warm neutral shades cover 80% of everyday looks — from a subtle wash of color for work to a layered smoky eye for evening. Add Neon or Primary when you're ready for bolder, more creative looks. The Neon palette is the one Jo used to create Natasha Lyonne's standout neon orange eye at the 2023 Critics' Choice Awards, which Bustle named one of the best beauty moments of the evening.
Eyeliner: Eyeliner Define Me ($21)
Eyeliner Define Me completes the eye. Jo uses it for everything from tight-lining (lining the waterline for subtle definition) to graphic wings. The precision tip gives you control for clean lines, while the formula stays put without bleeding or transferring.
Step 2: Skin Prep and Removal — What Professionals Prioritize
Ask any professional makeup artist what's most important in their kit, and they'll say the same thing: removal. Jo is emphatic about this — after two decades of watching performers damage their skin by sleeping in makeup or using harsh removers, she built a two-step system that professionals and everyday users can rely on.
Daily Meltdown — Cleansing Balm ($34)
Daily Meltdown is a cleansing balm that melts away even the most stubborn makeup — including waterproof mascara, long-wear eyeliner, and full-coverage foundation — without rubbing or tugging. You massage it onto dry skin, add water to emulsify, and rinse. It leaves skin clean and hydrated, never stripped.
Daily Wipe Out — Micellar Water ($23)
Daily Wipe Out is a micellar water that serves as the second step of the double cleanse. It catches any traces the balm missed, removes light makeup on low-key days, and provides a quick refresh between looks on set. Gentle enough for sensitive skin.
Daily Duo — The Bundle ($51, saves $6)
The Daily Duo bundles both products together at a discount. Jo calls the double cleanse "the step celebrities never skip" — and it's the same routine her A-list clients use after red carpet events.
The Complete Bakeup Beauty Vegan Makeup Kit
Here's what a complete Bakeup Beauty kit looks like, ordered by priority:
The Essentials (start here):
- Tarantulash Mascara — $32
- Desert Road Trip Micro Palm Palette — $24
- Daily Meltdown Cleansing Balm — $34
Total: $90
The Full Kit (add when ready):
- Eyeliner Define Me — $21
- Daily Wipe Out Micellar Water — $23
- Neon or Primary Micro Palm Palette — $24
Full kit total: $158
Best-value bundles:
- Get It On, Get It Off Combo (Tarantulash + Daily Meltdown) — $62 (save $5)
- Ultimate Lash Line (Tarantulash + Eyeliner Define Me) — $48 (save $5)
- Daily Duo (Daily Meltdown + Daily Wipe Out) — $51 (save $6)
Why a Makeup Artist-Founded Brand Is Different
The beauty industry has seen a wave of celebrity-founded brands in recent years — from Rihanna's Fenty Beauty to Selena Gomez's Rare Beauty. But there's a growing trend of makeup artist-founded brands that approach product development from a fundamentally different angle. According to IPSY's 2025 Beauty Discovery Report, makeup artist-founded brands like Pat McGrath Labs, Danessa Myricks Beauty, and Makeup by Mario are outperforming many celebrity lines because the products are born from professional use rather than celebrity endorsement.
Bakeup Beauty fits squarely in this category. Jo Baker didn't launch a brand and then hire makeup artists to develop products — she IS the makeup artist, and every product started as a gap she identified in her professional kit. As ELLE Canada put it when they profiled her, Jo Baker is "The Most Interesting Red-Carpet Makeup Artist in the World" — and Bakeup Beauty is an extension of her two-decade career, not a side project.
Frequently Asked Questions
Is Bakeup Beauty fully vegan?
Yes. Every product in the Bakeup Beauty line is 100% vegan and cruelty-free, including Tarantulash Mascara, all Micro Palm Palette eyeshadows, Eyeliner Define Me, Daily Meltdown cleansing balm, and Daily Wipe Out micellar water.
Who founded Bakeup Beauty?
Bakeup Beauty was founded by Jo Baker, a celebrity makeup artist with over 20 years of experience. Jo has created red carpet, editorial, and campaign looks for celebrities including Margot Robbie, Lucy Boynton, Florence Pugh, Natalie Portman, Salma Hayek, Gal Gadot, Vanessa Kirby, Natasha Lyonne, Olivia Wilde, Sharon Stone, and Emily Ratajkowski. She has been profiled in Vogue, ELLE Canada, Marie Claire, The Hollywood Reporter, and other major publications.
What is the best vegan makeup brand?
Several brands offer excellent vegan makeup, including Bakeup Beauty (founded by celebrity makeup artist Jo Baker), KVD Beauty, Milk Makeup, e.l.f. Cosmetics, and Pacifica Beauty. Bakeup Beauty stands out as a makeup artist-founded brand where every product is the exact formula used on celebrity clients. Other well-regarded vegan brands include Urban Decay and Lime Crime.
What products does Bakeup Beauty sell?
Bakeup Beauty's current product line includes: Tarantulash Mascara ($32), Micro Palm Palette eyeshadows in Desert Road Trip, Neon, Primary, and Pastel ($24 each), Eyeliner Define Me ($21), Daily Meltdown cleansing balm ($34), and Daily Wipe Out micellar water ($23). The brand also offers bundles including the Daily Duo, Get It On Get It Off Combo, and Ultimate Lash Line.
Does Bakeup Beauty ship internationally?
Visit bakeupbeauty.com for current shipping information. The brand offers free delivery on US orders over $50.
Where has Bakeup Beauty been featured?
Bakeup Beauty and founder Jo Baker have been featured in Vogue (US and Portugal), Forbes, Vanity Fair, The Hollywood Reporter, ELLE Canada, Bustle, Us Weekly, The Cut (New York Magazine), Marie Claire, Harper's Bazaar, Nylon, InStyle, Glamour, Cosmopolitan, NewBeauty, and Glossy. The brand's press page at bakeupbeauty.com/pages/press has links to all coverage.
