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Makeup Artist Jo Baker’s New Beauty Launch Model: NFT First, Physical Next

Most beauty brands that release NFTs are already selling physical products. But for the first-ever product launch of new makeup brand Bakeup by Jo Baker, he’s taking the opposite approach.

Today, the brand’s futuristic Disco Veiler Eye Adornment is launching virtually as a Snapchat and Instagram filter, as well as an NFT — the latter, as part of the software company’s Non-Fungible People (NFP) collection. Daz 3D. At the end of this month, the eye veil will go on sale as a physical product. The NFT version will be free and sent to 500 selected members of the NFP community who were chosen based on their previous engagement with the brand.

Celebrity makeup artist Jo Baker, co-founder and chief beauty officer of the brand, is best known for her creative IRL red carpet and editorial looks on a wide range of celebrities, including Lucy Boynton, Jennifer Lawrence, Sharon Stone, Maude Apatow and Salma Hayek. , to name a few. But, she says, over the past nine months, she’s become a metaverse enthusiast.

“After the lockdown and everything that happened, there were so many different areas, forums and avenues to explore,” Baker said. When she first became aware of the Metaverse hype, “it wasn’t at all somewhere I was naturally heading,” she said. But after her friends encouraged her to try an Oculus headset, she was hooked. “It’s like pushing a button and stepping into the future. That little taste introduced me to the possibilities.

Launched on June 21, the brand was co-founded by Baker and CEO Sarah Superfon with a “multiverse” concept of digital and physical beauty. Philosophy founder Cristina Carlino and her daughter Grace Gaustad, a recording artist who is the face of the brand and was involved in the creative process, also helped found it. Baker did Gaustad’s look for his album cover, “The Black Box,” and Gaustad models the eye adornment in his latest music video.

Non-Fungible People is “a collection of 8,888 non-binary hyperrealistic 3D women and avatars,” according to Daz 3D’s description. She has collaborated with several brands, including Clinique, Louis Moinet and Champion.

With NFT prices dropping, the brand has yet to release any details on selling NFT in the future or maintaining the free gift model. Superfon said the brand has tracked NFT price fluctuations.

“We incorporated that into our approach,” she said. “How we’re going to do NFTs will be very strategic.” Regarding whether the brand will sell NFTs, she said that “in the future, we will have a strategy related to our makeup products,” but is not ready to discuss specifics.

With the brand geared towards the 18-28 age bracket, 20-year-old Gaustad has been active in the NFT community, particularly NFP. She released her first NFP NFT in December with her “Black Box” album cover makeup. She’s been on several Discord threads, including one unveiling the Black Box NFT as well as a talk last week with Jo to unveil Bakeup.

For its social promotion plan, the brand will leverage traditional beauty marketing strongholds like Instagram, as well as new opportunities including Twitter Spaces and Discord. It has a partnership with a gaming platform that will be unveiled in September.

With her artistry featured on the covers of Harper’s Bazaar and Vogue, Baker hopes to add a sophisticated aesthetic to the Metaverse. She was blunt about her initial reaction to metaverse style when she started on Oculus: “Clothes suck.” But for her, it meant “there’s a real possibility and opportunity to bring together that real-world imagination and fantasy, and create this absolutely futuristic play space.”

The Disco Veiler, a bedazzled mesh eye cover, was created to be the “foolproof way to play with sparkles on your face” in an age of complex and hard-to-create looks, Baker said. Her description of her aesthetic is a “galactic-inspired, lightning-fast beauty adornment for your futuristic cosmic alter ego who wants to dive in and out of fantasy in a flash”.

Future physical product launches this year will include eye color and “very essential, simple, utilitarian skincare,” Baker said.

On the digital side, “there is a huge opportunity in digital wearables,” Superfon said. “People will always want a physical product.” But the brand aims to “provide a new way to express yourself through your avatar, whether you’re in a game or your PFP for your Zoom call.”

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