Celebrity Makeup Artist. Founder. Realist.
Jo Baker has brought her fresh, modern makeup style to the faces of the biggest red carpets, campaigns, concerts, music videos, and magazine covers.
For over two decades, you’ve seen her work - even if you didn’t know it.
Jo grew up in London, studied at London College of Fashion and started out at the MAC counter in Selfridges before her first major client, Usher, took her on tour. Since then she has created looks for Margot Robbie, Lucy Boynton, Vanessa Kirby, Gal Gadot, Salma Hayek, Olivia Wilde and Sharon Stone.
Jo has tried, applied and tested every cult beauty hit. She knows what performs — and what doesn’t. She knows what is worth the hype and what is good marketing.
BAKEUP is her die-hard edit: the high-performing staples she can’t live without, designed for her kit, her clients, and real women everywhere.
“Makeup should take no longer than five minutes. It should perform, last, and make you feel like yourself - just with a bit more confidence.” - Jo Baker
Represented by Forward Artists
What We Stand For
Trim the Fat. Keep the Gems.
Real-Life Beauty, Ready to Wear
BAKEUP believes in real-life beauty — no trends, no gimmicks. These are your 365 year round staples. The beauty equivalent of your white T-shirt, black leather jacket, or the perfect jeans: timeless, flattering, reliable. Diehard staples that never go out of fashion. Real life beauty - Ready to Wear.
Everything we create is built for speed and performance. Just like your favorite German car. Our palettes are palm-sized, our mascara is lash extensions in a bottle, and every product is designed to go where you go. No frills. No fluff. Just bold, no-nonsense beauty heroes that go the distance.
Real-Life Ready. Red-Carpet Proven.
Our Products - Your Arsenal
A Curated Beauty Edit by Jo Baker
BAKEUP is a curated beauty edit.
No pro skills required.
Fool proof formulas.
- Jo Baker formulated.
- Vegan & cruelty-free.
- Built for endurance, comfort, and speed.
From our Tarantulash Mascara — bold, spidery, soft-touch lashes that never flake — to our perfectly edited Desert Road Trip palette that works 365 days a year on every skin tone, every formula is reliable, buildable, and beautiful.
The hard work’s been done for you. Every product earns its place.