Kim Baker, founder and CEO of Glamazon Beauty, began her beauty journey with modeling.

“I began modeling at 13 and eventually became a Wilhelmina model, spending about 20 years in front of the camera. In the 1990s, I became one of the early pioneers in plus-size modeling,” the celebrity makeup artist said. 

Baker shared that being on set exposed her to the transformative power of makeup while also revealing where the beauty industry was falling short. 

“As a woman of color, I often came to set with my own makeup already done because many artists didn't have the products or experience to properly match my complexion,” Baker added.

Over time, Baker became fascinated with the artistry behind makeup and transitioned from being the woman in the makeup chair to the artist behind it. That experience on both sides ultimately shaped the current way she thinks about beauty today: women don't just need more products—they need guidance on which products are right for them and how to use them.

Bobbi Brown was especially influential in Baker’s transition into the beauty industry. 

“I began working with Bobbi during the early years of her company, and I connected with her philosophy that makeup shouldn't be about chasing trends. It should enhance what is already beautiful about you. Those experiences taught me that great makeup isn't necessarily complicated. It's about understanding the person sitting in your chair and knowing which products, shades and techniques work together,” said Baker.

Glamazon Beauty: Makeup's First Roadmap™

Baker shared that one of the biggest misconceptions is that makeup is supposed to transform you into somebody else. She believes that makeup should “enhance you, not erase you.”  Baker originally founded Glamazon Beauty in 2017 and relaunched it in 2021, bringing together everything she had learned over decades as a model and professional makeup artist.

“Glamazon Beauty is Makeup's First Roadmap™. Walk into a beauty aisle today and you can be faced with hundreds of products, shades and steps. Even after choosing a foundation, you're often left asking, ‘What concealer goes with this? What powder do I need? What comes next?’ Glamazon is designed to answer those questions,” Baker stated. 

She said that Glamazon Beauty’s complexion system takes the guesswork out of building a routine. 

“Find your foundation shade and Glamazon helps guide you to the coordinating concealer and pressed powder, along with the tools and products needed to complete your routine. We're taking professional makeup artistry and color theory and translating it into an easy-to-follow roadmap for the everyday consumer,” Baker added.

Glamazon’s Target Launch

Baker shared that the experience is now being taken to Target, making it easier for women to walk into a store, find their shade and understand what comes next. Glamazon Beauty recently announced its launch in Target Beauty Studio, Target's new prestige beauty destination that officially opens September 10, 2026, in over 600 stores nationwide and on Target.com. As part of Target Beauty Studio's thoughtfully curated assortment, Glamazon Beauty will offer Target guests access to products such as their already-loved foundations and primer, in addition to Glamazon’s new products.

“Launching Glamazon Beauty in Target stores is an exciting milestone for our brand. Target Beauty Studio gives us the opportunity to introduce our products to more women and make practical, high-quality beauty accessible to a wider audience. Target is the right retail partner because it understands today’s beauty consumer and creates a welcoming shopping experience where women can discover products that fit their everyday lives,” Baker said in a press release. 

Makeup Does Not Have to be Complicated to Apply

Baker noted that women are busy and they should not need a 45-minute tutorial or a professional makeup kit just to feel put together. Social media can be an incredible educational tool; she always encourages women to learn their own face instead of feeling pressured to recreate every trend they see online.

“With Glamazon, we're trying to make the shopping experience educational too. As we launch at Target, the goal isn't simply to put another collection of products on the shelf. We want a woman to be able to discover Glamazon, find her shade and understand how to build a routine around it,” said Baker.

 Visit https://glamazonbeauty.com and follow @glamazonbeautycosmetics https://www.instagram.com/glamazonbeautycosmetics/?ref=9Ywe8fsfya78 on Instagram. 

Founder’s Instagram:  https://www.instagram.com/makeupbykimbaker/?ref=9Ywe8fsfya78