Bakeup Beauty’s first makeup products have arrived. 

After launching in August 2022 with a gemstone-embellished eye veil that got here in various digital forms in addition to a physical so-called “wearable,” the brand is delivering its first range of color cosmetics on Jan. 11. 

Consisting of three Palm Palettes that seek to deliver high-performance artistry pigments in neon, pastel and first colours, respectively, a PlayBox containing face and body gems and stickers, and complete with a cleansing balm and micellar water, the road is the long-awaited physical manifestation of Bakeup’s vision for makeup artistry as a way to self-expression. 

“Color is my blissful place,” said celebrity makeup artist Jo Baker, who’s a cofounder and chief beauty officer of Bakeup, and whose clientele includes Olivia Wilde, Kathryn Hahn and Natasha Lyonne. “We wanted to provide people makeup that’s not intimidating — something that’s playful and fun and almost invites people to place their fingers within the paint to specific themselves in a recent way.” 

The gathering can even be available in numerous virtual forms; consumers can customize 3D avatars on metaverse platform Zepeto with looks inspired by the road, which ranges in price from $22 to $32, while in-app social media filters to match are slated to roll out to Instagram soon after the launch. 

“The AR experience just allows this easy gratification that you just really can’t get elsewhere,” said Sarah Superfon, chief executive officer of Bakeup, noting that the brand, dedicated to exploring the space as much as possible, also tested a holiday-themed rendition of the classic eye veil, dubbed the Cosmic Veiler, on digital fashion hub, DressX. 

“We’ll proceed to take inspiration from the gathering’s colours and [Baker’s] looks and pull that into the Zepeto experience by launching more wearables there. Our focus is on constructing our community and making a consumer experience where our brand will translate into the way you express yourself in these different worlds,” Superfon said. 

Along with launching its first full collection, Bakeup has welcomed a recent chairman: Brad Murray, who cofounded Tatcha with Vicky Tsai and joins Bakeup’s team, which also includes Philosophy founder Cristina Carlino, It Cosmetics’ Christine Nevin and 21-year-old musical artist Grace Gaustad, along with Baker and Superfon. 

It was Tsai’s unique vision for Tatcha — bringing Kyoto’s classic beauty rituals to modern skincare — that drew Murray to the brand, and with Bakeup, the wonder veteran saw the identical next-big-thing potential. 

“I used to be super intrigued when Cristina [Carlino] shared the concept for Bakeup; coming out of COVID-19, a brand that was very much about self expression just felt very spot on,” said Murray. “The [makeup] category feels very crowded and so, to me, in case you’re spending all this time, effort, energy and capital, I’d much moderately spend it on something that feels original.” 

While Bakeup didn’t comment on sales expectations for the gathering, industry sources think the road could do around $1.1 million during its first 12 months in the marketplace.