Matte primaries are the backbone of every real makeup artist's kit — and Jo Baker's take on them is anything but boring.
Eight foundational shades, pure and pigment-rich, that you can wear straight or mix into any look. Think of this as the palette that makes every other palette work better.
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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 has tried applied and tested every cult beauty hit, Jo knew what performed — and what didn’t. Jo knows what is worth the hype and what is just good marketing.
BAKEUP is Jo Baker's die-hard edit: the high-performing staples she can’t live without, designed for her kit, her clients, and real women everywhere.
Everything is built for speed and performance. The palettes are credit card size, the mascara is megawatt, and every product is designed to go where you go. No frills. No fluff. Just bold, no-nonsense beauty heroes that go the distance.
The proof is in the performance. We have always been a huge fan of the bold looks created by Jo Baker, so we are thrilled she realized the very best tools designed to achieve them. High-impact lashes and bold color palettes, BAKEUP is not for the faint of heart.
