Bakeup Beauty’s first makeup products are now available.
After launching the bejeweled eye veil in various digital formats and physical so-called “wearables” in August 2022, the brand will launch its first color cosmetics on January 11.
Comprised of three Palm Palettes that seek to deliver high-performance artistic pigments in each of neon, pastel, and primary colors, a PlayBox containing face and body gems and stickers, and a cleansing balm and micellar water, the line has been around for a long time. increase. His Bakeup vision for make-up artistry as a means of self-expression has been eagerly awaited.
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“Color is my happy place,” says celebrity makeup artist Joe Baker, co-founder and chief beauty officer of BakeUp, whose clients include Olivia Wilde, Kathryn Hahn and Natasha Lyonne. I was. “I wanted to give people a non-intimidating make-up experience. Something that’s playful, fun, and makes you want to put your finger in the paint to express yourself in new ways.”
Collections are also available in many virtual formats. Consumers can customize their 3D avatars with looks inspired by the line on the metaverse platform Zepeto. Prices range from $22 to $32. In-app social media filters will roll out to Instagram soon after launch.
Bakeup CEO Sarah Superfon said: At digital fashion hub DressX, a classic Eye Her veil-themed rendition called Cosmic Veiler.
“We continue to be inspired by the colors of our collection, [Baker’s] Bring it into the Zepeto experience by launching more wearables there. Our focus is to build our community and create a consumer experience that translates into how our brands represent you in these different worlds.
In addition to launching its first full collection, Bakeup co-founds Tatcha and joins Bakeup’s team, which includes Philosophy founder Cristina Carlino, It Cosmetics’ Christine Nevin, and 21-year-old musical artist Grace Gaustad. We welcomed our new president, Brad Murray. , in addition to Baker and Superphone.
Tsai’s unique vision for Tatcha – incorporating Kyoto’s traditional beauty rituals into contemporary skincare – is what drew him to the brand.
“Christina [Carlino] I shared the concept of Bakeup. A brand that came out of COVID-19 and focused on self-expression felt like a perfect fit,” Murray said. “When I look at this category, it feels too crowded. So if you are spending this much time, effort, energy and capital, I would rather spend time on something original. I would like.”
Bakeup has not commented on sales projections for the collection, but industry sources believe the line could earn around $1.1 million in its first year on the market.
