BAKEUP by Jo Baker is a new digital beauty brand highlighting makeup’s potential to express one’s individuality. The brand is a result of the artistic visions of two artists, one from the world of beauty, Jo Baker, and one from music, Grace Gaustad. Together, they are creating digital makeup looks that can be worn, collected, traded and sold in the metaverse.

grace gaustad bakeup
Grace Gaustad inspired a digital-first beauty brand that transcends the meaning of makeup.

Credit: Leigh Keily

About BAKEUP

BAKEUP is a digital-first brand that pushes the boundaries of self-expression and beauty. Its vision is to bring new perspective to beauty, designed to exist in multiple realities. Its first limited-edition product, the Disco Veil eye embellishments, is set to be released as an NFT, an AR wearable filter on Snapchat and Instagram, as well as a physical product.

BAKEUP has also joined forces with DAZ 3D, the creators of the Non-Fungible People (NFP) NFT collection. Together, they will be creating digital makeup looks that redefine the meaning of makeup. DAZ 3D has already made a name for itself after creating NFTs for major brands like Coca-Cola and Warner Brothers. Therefore, this collaboration will certainly continue to push forward the BAKEUP brand, which is launching on the heels of Grace Gaustad’s second album PILLBX.

About the Grace Gaustad & Jo Baker collaboration

More than just a musical artist, Grace uses makeup as a form of self-expression. After giving makeup artist Jo Baker a lookbook with her own music-inspired makeup ideas, Grace worked with Jo to bring her vision to life. As a result of this creative collaboration, the two embarked on a storytelling journey, powered by makeup and music. Jo Baker and Grace Gaustad will be launching the fruits of their collaboration this Fall.


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