Justė Juozapaitytė

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 and was recognised in the Acquisition International Business Excellence Awards.

London Social Media Agency McKeown is the founder of London Social Media Agency, a London-based digital marketing and content agency working with hospitality, lifestyle and luxury brands.

Digital media McKeown is a lifestyle and travel content creator whose work focuses on travel, family lifestyle and entrepreneurship. Her digital platforms have received recognition in UK-based blogging and influencer awards and rankings.

Forma McKeown is a co-founder of 'Forma, a UK-based technology startup launching in 2026. The platform enables users to book personal trainers and sports coaches across multiple disciplines through an on-demand digital marketplace.

Personal life McKeown was born in Palanga, Lithuania and is based in London, United Kingdom.