Digital-first beauty brand BAKEUP by Jo Baker is reimagining self-expression with a new line of digital makeup tailored to both physical and virtual wear.

With a tasteful combination of celebrity makeup artist Jo Baker and singer/songwriter Grace Gaustad, BAKEUP aims to push the boundaries of self-expression by offering unique wearables and makeup that can be purchased, worn, traded, and sold in the metaverse.

Forget every rule, guideline or standard you’ve ever followed when it comes to makeup. It’s time to unleash the you that you are — no bounds, no limits. #BAKEUPbeauty pic.twitter.com/9dE7AINPCa

— BAKEUP by Jo Baker (@bakeupofficial) July 22, 2022

Its first product — BAKEUP Disco Veiler™ Eye Adornment — is the brand’s limited-edition face garnishing that will be released as an NFT and an augmented-reality (AR) wearable filter on Snapchat and Instagram. The face digital face garnishing will also be physically tied to the actual product that will also be available on retail shelves.

Disco Veiler’s NFT and AR filter became available on Friday, August 5 — with its physically tied product launching later this month.

BAKEUP’s latest partnership with Non-Fungible People (NFP) creators, DAZ 3D, allows for the digital beauty brand to reshape its multi-dimensional design into an entirely new vision within the metaverse, touting its manta of “every face tells its own unique story.”

Baker described the transparent eye covering as “a galactic inspired ‘lightning speed beauty adornment’ for your futuristic cosmic alter ego that wants to dip in and out of fantasy in a flash.”

BAKEUP’s full collection is expected to launch this fall, which comes after the recent release of Gaustad’s second album in June.

We’re partnering with @bakeupofficial, a digital-first brand pushing the boundaries of experiential beauty and self-expression. BAKEUP designed digital wearables and background updates exclusively for the NFP community. pic.twitter.com/ipTZrXWIlo

— NFP-NonFungiblePeople (@NFungiblePeople) July 22, 2022

“We have found an incredible ally in BAKEUP in developing a digital world made for everyone, no matter who they are, allowing them to express themselves in new and exciting ways,” shared Jessica Rizzuto, senior VP of eCommerce at Daz 3D.

“These virtual expressions of Grace’s and Jo’s vision make NFP even more representative of not only the possibilities of Web3, but also the inclusive and fully expressive space we believe the metaverse must be,” Rizzuto added.

And for fans of Gaustad, you can see her rocking the new Disco Veiler in her newest music video debut, “Beauty and the Beast.”

In other Web3 news, Probably Nothing founder Jeremy Fall collaborates with “Vault by CNN” for Nelson Mandela NFT drop.