Texas guard J'Covan Brown didn't find any consolation after one of his best shooting games of the season.
That's because the Longhorns continue to fall just short against ranked teams.
Despite Brown's 32 points, Texas lost again to a ranked opponent as it fell to No. 6 Baylor 76-71 on Saturday.
"I didn't help my team get a win," Brown said. "I just didn't come through for them. Those shots I made, they don't even matter because we didn't win."
Perry Jones III scored 22 points and grabbed a career-high 14 rebounds, and Pierre Jackson hit the go-ahead 3-pointer with 2:36 left as the Bears withstood a Texas rally that was led by Brown.
Texas (13-8, 3-5 Big 12) has lost all four games to ranked opponents this month.
The Longhorns are in the midst of a six-game stretch when they play five ranked squads. They lost by four points to No. 22 Kansas State on Jan. 18 and dropped a three-point game to No. 5 Kansas last Saturday.
Things don't get any easier for Texas as it hosts No. 2 Missouri on Monday night.
"We fought hard and put ourselves in position," coach Rick Barnes said. "We just didn't finish it."
While Texas continues to falter late, Baylor (19-2, 6-2) has found a way to thrive in close games.
The Bears improved to 5-1 this season in games decided by five points or less.
"We could play a lot better," said Jones, who has 43 points and 26 rebounds over his last two games. "We've got a lot of room to grow as a team."
Brown, who was 11 of 22 from the floor, finished three points shy of his career high. He broke out of a three-game slump in which he hit only 18 of 70 shots from the field.
Brown, the Big 12's leading scorer, had six points during a 14-2 run that tied the game at 54. He then connected on a 3-pointer that tied it at 66 with 2:56 left.
Jackson committed five turnovers before making up for those miscues with his 3-pointer that gave Baylor a 69-66 lead with 2:36 remaining.
Jones and Quincy Acy each hit a pair of free throws to stretch the lead to 73-66 before Texas made one last surge to pull to 74-71. Brown couldn't complete the rally as his 3-point attempt in the final seconds was well off.
"I raised up and it was a bad shot," Brown said.
Quincy Miller had 18 points for the Bears, who are 6-2 in conference play for the first time since 1986-87. Brady Heslip added 11 points, and Acy had 10 points and 10 rebounds.
Miller scored 13 points in the first half, and Jones had 12 points and 10 rebounds to give Baylor a 38-29 halftime lead.
Jonathan Holmes scored to give the Longhorns a 19-18 edge with 9:14 left.
Texas, which came in shooting just 40 percent in conference games, missed six of its first seven shots. The Bears capitalized as they went on a 15-5 run over the next 5:29 to take the lead for good.
The spurt was capped by an alley-oop dunk from Jones on a pass from Jackson that gave Baylor a 33-24 lead with 3:45 remaining in the first half.