DREST partners with experimental beauty brand BAKEUP

DREST, the luxury styling mobile game, has teamed up with BAKEUP, the digital-first beauty brand founded by British celebrity makeup artist Jo Baker and LA-based musician Grace Gaustad.

Seven of BAKEUP’s most playful looks will be added into DREST'S BEAUTY MODE gameplay, allowing gamers or 'stylists' to experiment with "hyper-real, close-up" beauty looks on their avatars.

These looks include the Disco Veiler Eye Adornment, made of illusion mesh and micro-crystals, as well as the Playbox by Jo Baker, which contains different face gems, giving players the opportunity to experiment with a variety of eye catching looks, from a simple sparkle in the corner of the eye to a full face lightning bolt.

All seven looks launch today and be available to use within the game until 15 June. To celebrate PRIDE month, BAKEUP will launch an additional two looks in early June.

In addition to the looks, DREST will bring BAKEUP’s Playscape, the virtual experience pushing the boundaries of experiential beauty, into the game as a bespoke photoshoot location for DREST stylists to place their avatars in.

BAKEUP was founded as a digital first brand and designed push the boundaries of experiential beauty and self-expression. Its Co-Founder Jo Baker said: “As an artist, nothing excites me more than inspiring boundless creativity. 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.”

Co-Founder Grace Gaustad added: “I believe that every face tells its own unique story, and that leaning into the power of makeup and beauty is the ultimate means of self-expression. I am always open to new ways of experimenting with beauty to help express different moments, moods and feelings, and the new partnership between BAKEUP and DREST will allow everyone to explore their own form of art-inspired storytelling that our brand is built on, now on their avatars.”

DREST is the gaming company that merges the creative worlds of luxury, beauty and lifestyle with the infinite possibilities of the metaverse. It was founded by former Harper's Bazaar and Net-A-Porter's PORTER magazine Editor in Chief Lucy Yeomans. Since its launch in 2019 it has collaborated with a number of big names in fashion, beauty and luxury, including Cartier, Christian Louboutin, Gucci, Prada, Josh Wood and supermodel Kate Moss, who starred as a guest avatar.

Of its latest partnership, Yeomans said: “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. From creating real-life looks for the likes of Olivia Wilde, Bella Hadid, Lucy Boynton and Salma Hayek, to her digital-first makeup brand, Jo’s artistry is undeniable and we are thrilled to be working with her and Grace to bring their vision to life into our game.”