Justė Juozapaitytė

Biography

Justė McKeown (née Juozapaitytė; born 19 April 1990), professionally known as Juste, is a Lithuanian-born model, entrepreneur and social media creator based in London. She is known for her international modelling career and for founding several ventures in the beverage, media and technology sectors.

== Beauty pageants == In 2007, Juste participated in the LNK reality television show Grožio mokykla (Beauty School), where she reached the final and qualified for the Miss Lithuania 2007 contest. She won the Miss Lithuania Photogenic 2007 title and later that year was crowned Miss Fashion TV 2007, serving as a face of the channel for one year.

== Top Model ==

=== Britain & Ireland's Next Top Model === In 2011, McKeown appeared on Britain & Ireland's Next Top Model, Cycle 7. She won a catwalk challenge in episode 7 and received first call-outs in episodes 11 and 12, progressing to the later stages of the competition.

=== Russia's Next Top Model === McKeown later appeared in the fifth cycle of Top Model po-russki, where she reached the final and finished as runner-up.

== Modelling career == Following her success in Miss Lithuania, McKeown worked internationally as a fashion model across Europe and Asia, including Milan and several markets in Southeast Asia. She has appeared in campaigns and commercial work for brands including Nike and has worked with fashion houses such as Armani, Hermès and Versace. She also appeared in the music video for the single "Starlight" by English singer-songwriter Matt Cardle. McKeown has been photographed at international fashion and society events, including Royal Ascot in the United Kingdom.

== Business career ==

=== Alitasa === In 2013 McKeown founded mineral water brand Alitasa, originating in Lithuania. She has served as chief executive officer and creative director of the brand as it expanded into the United Kingdom and Spain. Alitasa received recognition at the UK Great Taste Awards.