Our Vision is simple. BAKEUP is on a mission to allow every face to tell its own unique story, no matter where your beauty journey takes you. Transcending time, trends and the traditional meaning of makeup, BAKEUP is about embracing who you are and who you want to be, with limitless expression and empowerment through the freedom to fantasize and dream. We encourage self-expression and co-creation through both IRL and digital experiences, leveraging boundless creativity, artistry and personal exploration. By giving people the freedom to share their experiences and speak their truth through creative forms of expression, we hope to create an engaged, inclusive community where utility meets infinite imagination.

From day one, BAKEUP has set out to break the mold on traditional beauty standards that have dictated our makeup routines for far too long. We want to unleash your inner red carpet rebel with looks that inspire confidence from products that were formulated with both utility and having fun in mind. Directions: Start with primer. Don't be afraid to skip the makeup brush and just use your fingertips to apply color. Apply eyeshadow shades wherever you wish: whether a swipe of color in your lower lash line or a pop of color in the corner of your eye. Experiment with pressed pigment shades on your temples, brow bone or even as a blush. Pressed Pigments are not for use on eyelids or near eyes. Micro Palm Palettes fit perfectly in the palm of your hand & are great for on the go! These high-performance pigments are vegan, cruelty-free and made with thoughtfully chosen ingredients while providing maximum payoff without additives like parabens, talc and phthalates. These vibrant, matte primaries represent foundational colors, empowering you to express your primary emotions through your makeup looks. Velvety, blendable formulas are highly-pigmented and perfect for adding a pop of bold color. At BAKEUP we believe that your *getting-ready-time* should be about creative expression and play. Celebrity makeup artist, Jo Baker, used her 20+ years of industry experience to create products worthy of (and tested on) the red carpet! BAKEUP is here to arm you with the tools to express your individuality through makeup looks that will stay put, day & night.