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.
Digital-First Beauty Brands
Bakeup Explores the Blurred Lines Between Real Life & the Metaverse
Trend Themes
1. Digital-first Beauty Brands - The trend of beauty brands creating primarily digital products and experiences is disrupting traditional brick-and-mortar beauty retail.
2. NFT Beauty Products - The emergence of non-fungible token (NFT) beauty products is creating a new category of exclusivity in the beauty industry and an opportunity for brands to involve consumers in the creation process.
3. Metaverse Beauty - The concept of beauty within virtual reality and the metaverse will create a new industry for beauty brands to create digitally-focused products and seek out collaborations with technology companies.
Industry Implications
1. Beauty - Established beauty brands must adapt and create their own digital-first products and experiences to compete with the emergence of digital-first beauty brands.
2. Technology - Technology companies can partner with beauty brands to create metaverse-focused experiences that weave beauty into virtual reality.
3. Fashion - Fashion brands can explore the intersection of digital fashion and NFT beauty products to create new and innovative collaborations between the two industries.