Drest collaborates with experimental beauty brand Bakeup on avatar make-up looks

By Amanda Pauley | Published: 16-May-2023

Players on the gaming platform can choose between seven “hyper-real” looks created by celebrity make-up artist Jo Baker

Gaming platform Drest has partnered with experimental beauty brand Bakeup on an exclusive collection of virtual make-up looks.

Users can choose between seven “playful” and “hyper-real” looks for their avatars in the beauty and fashion styling app’s Beauty Mode gameplay. 

The looks have been designed by British celebrity MUA and Bakeup co-founder Jo Baker.

The aim is to enable players to digitally experiment with the brand’s products before purchasing them in real life. 

Among the seven looks is Disco Veiler Eye Adornment, which is “made of illusion mesh and micro-crystals, transforming the eye area into a sparkly wonderland”.

Playbox by Jo Baker, meanwhile, enables gamers to adorn their avatar's face with either a “simple sparkle in the corner of the eye to a full face lightning bolt”. 

Two more exclusive make-up looks will launch in June in celebration of Pride. 

Two more Bakeup make-up looks will launch on Drest for Pride

Two more Bakeup make-up looks will launch on Drest for Pride

“There is a lot of excitement around avatar personalisation within gaming and this partnership with Bakeup gives our Drest stylists the opportunity to do just that,” said Lucy Yeomans, Drest founder and Chief Brand and Product Officer. 

“Jo’s artistry is undeniable and we are thrilled to be working with her and [Bakeup co-founder] Grace to bring their vision to life into our game.”

Jo Baker, co-founder of Bakeup, commented: “Digital-first is at the heart of the Bakeup brand DNA, and we strive to provide ways for everyone to tap into self-expression through experiential beauty play.

“I am thrilled to see our imaginative designs live in other worlds through this new partnership with Drest.”

The Bakeup make-up looks are available to use on Drest until 15 June. 

Drest, which allows players to shop the real-life versions of its fashion and beauty looks, has ramped up its expansion efforts over the past year.

The brand recently collaborated with industry big hitter Lisa Eldridge, enabling gamers to virtually try on the make-up artist’s new lip shades.

Other partnerships have been with hairdresser to the stars Josh Wood, cosmetics brand NARS and luxury fashion house Gucci Beauty

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