The London Look

Top-selling UK-based cosmetics line Rimmel London is proud to announce that coveted celebrity makeup artist and London native Jo Baker will join the brand’s ranks as its newest official makeup artist in residence. Baker brings 15 years of industry expertise to the role, and will be instrumental in teaching the brand’s fans around the world how to get the brand’s signature UK street-inspired style using all the latest products from Rimmel London.

“Getting to work with Rimmel London is incredibly exciting,” says Baker. “I’m a London girl myself, so to be playing such a large role in bringing the London Look to the world is a huge honor. To me, London has always been the most inspirational city—it’s got such an eclectic, distinctive vibe to it. It’s like no other place in the world, and Rimmel London is the perfect brand to capture that feel.”

Baker has been making waves in the beauty industry since starting her career at the age of 19, when she worked on Fashion Week shows in both London and Paris. She continued to draw on the latest cutting-edge fashions and London street styles to create her looks, crafting memorable looks for InStyle, Celine and LVMH. Her career skyrocketed in 2003 when Usher requested that she become his personal makeup artist, creating the looks for himself and his dancers for his world tour.

Since then, she’s stayed at the top of the game, working with A-list celebrities like Cindy Crawford, Emily Ratajkowski, Natalie Dormer, Emmy Rossum, Salma Hayek and Teresa Palmer and her work has graced the pages of Italian Vogue, Elle, Teen Vogue, W Magazine, Harper’s Bazaar, Marie Claire, InStyle and Glamour to name a few. Baker has even taken her expertise beyond the makeup chair as the host of a featured segment on Access Hollywood, and is a frequently quoted expert and contributing beauty editor for some of the best-known magazines in the world.

“Jo is an absolute legend in the industry, and we’re thrilled to have her join the Rimmel London team,” says Serena Giovi, Senior Vice President Marketing, Mass Beauty at Coty. “We love seeing her creations and all the incredibly inventive ways she uses our products. She has such an exceptional gift for artistry, and we can’t wait to see what she does next.”