Born and raised in London, Jo Baker ingeniously translated her passion for fine art into an obsession with the makeup medium. Her innate understanding of crafting unique hues and creating magic-hour glows has influenced her foundational understanding of color and texture.

With a high-fashion London-based editorial background, the 20-year industry artist always had a knack for exploring and experimenting with makeup, and constantly looked for opportunities in her work to channel...

Born and raised in London, Jo Baker ingeniously translated her passion for fine art into an obsession with the makeup medium. Her innate understanding of crafting unique hues and creating magic-hour glows has influenced her foundational understanding of color and texture.

With a high-fashion London-based editorial background, the 20-year industry artist always had a knack for exploring and experimenting with makeup, and constantly looked for opportunities in her work to channel her wildly expressive imagination.

“To me, the beauty rules are made to be broken, or ignored altogether,” says Jo. “I always start a makeup look by asking the person in my chair how they are feeling because I create based on their truth, which can be different one day to the next. My artistry is inspired by honesty, and I love seeing where that takes me.”

After joining Usher on his 2004 Confessions tour, the natural-born artist quickly became the go-to for men’s grooming, working with the likes of 50 Cent and Eminem. Since then, Jo captivated the world with a new perception of Hollywood glamor, defining it less as classic and more as bold and adventurous. She has gone on to create daring looks for Hollywood superstars, including Lucy Boyton (who she joined on the Bohemian Rhapsody world tour), Sharon Stone, Bella Hadid, Jennifer Lawrence and Salma Hayek.