Bakeup Explores the Blurred Lines Between Real Life & the Metaverse

Bakeup is a new digital-first beauty brand conceptualized by makeup artist Jo Baker and recording artist Grace Gaustad that’s poised to bring beauty into the metaverse. This partnership came out of previous makeup collaborations between the pair and it expands upon the idea of storytelling through beauty.

The beauty brand is on a mission to bring a “wildly irreverent makeup line” to the market with limited-edition eye embellishments as NFTs. These digital assets will offer creative new ways for people to express themselves with avatars and augmented reality filters for social media, as well as real-life products.

The pioneering beauty brand is set to release as of the fall 2022 and it will coincide with Gaustad’s second album.