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BAKEUP Beauty is sparked by the cosmic meeting of two artistic visionaries, one from the music world and the other from the beauty world. Was the result of a shared interest in storytelling and the right to express oneself. Established in the space made by arising innovation, BAKEUP Beauty is a computerized first brand intended to push the limits of experiential magnificence and self-articulation. Jo Baker, who was born and raised in London, cleverly turned her love of fine art into an obsession with makeup. Her fundamental understanding of color and texture has been influenced by her innate ability to craft individual hues and magic-hour glows.