Hello! I'm Andrew Baker, a Creative Director based in London, and yes—I've been told I'm a total delight.
For over a decade, I've had the privilege of working with some of beauty's most iconic brands, crafting visual narratives that resonate across the beauty industry and connect brands with their audiences.

I've had the incredible privilege of working with some of beauty's most iconic names. From orchestrating Charlotte Tilbury's magical collaboration with Disney (where we quite literally turned Charlotte into a Disney character) to transforming Cult Beauty's digital presence and winning a CLIO award for UOMA Beauty's launch campaign. I've directed campaigns featuring extraordinary talents like Kate Moss, Michaela Jae Rodriguez, and Jourdan Dunn, and collaborated with visionaries including Sir John and Olivia Palermo. Each project has taught me something new about the power of storytelling in beauty.

Currently, I'm the Creative Director at The GelBottle Inc, where I lead creative strategy across their entire brand universe. Working closely with founders to shape brand visions is something I'm particularly passionate about—there's nothing quite like the energy of transforming ambitious ideas into beautiful reality.

What do I do? Well, quite a bit actually:

• Creative Direction + Strategy (the big picture stuff)

• Brand Identity + Evolution (making beautiful brands even better)

• Visual Storytelling (because every brand deserves a compelling narrative)

• Campaign Conceptualisation (where imagination meets impact)

• Art Direction (perfecting every detail)

• Graphic Design & Illustration (yes, I still love getting hands-on)

My approach? Listen intently, think deeply, and create work that moves people. I believe in crafting distinct brand worlds that forge genuine emotional connections with audiences. Every project gets my full attention—from the grand vision down to the smallest detail.

When I'm not immersed in the beauty world, you'll find me soaking up inspiration from London's vibrant creative scene, always on the lookout for the next breakthrough in beauty innovation. Usually with a carefully chosen margarita in hand—research purposes, naturally.

I'm always excited to take on new challenges and collaborate with brands that share my passion for exceptional creative work. If you're looking to create something truly special in the beauty space, let's talk. After all, every brand deserves to be as memorable and mesmerising as a perfectly applied red lip.