Cake Beauty launches in US

By Deanna Utroske contact

- Last updated on GMT

image courtesy of MAV Beauty Brands
image courtesy of MAV Beauty Brands
The Canadian brand Heather Reier founded in 2003 was acquired near the start of 2018 and is now expanding into the States through a partnership with the Rite Aid drugstore chain. And, the brand’s new owners have plans to extend the international reach of Cake Beauty even further.

Cake Beauty product formulations are all marketed as vegan and cruelty-free, which could be an important advantage for the brand here in the US as clean beauty consumers look for more affordable alternatives.

Cruelty-free Cake products will certainly be in good company on the Rite Aid shelves. This week Coty announced that its Cover Girl brand has achieved Leaping Bunny certification from the advocacy group Cruelty Free International.

But the two brands will hardly be in direct competition, Cover Girl is (of course) a color cosmetics brand while Cake Beauty’s product portfolio is made up of hair care, body care, personal care, and fragrance.

According to a press release about Cake’s new US distribution deal, only a selection of the brand’s hair care and body products will be available in Rite Aid doors. This is only the beginning of the international expansion of Cake: There are plans for “additional retail expansion and product launches developing in 2019.”

Growth trajectory

MAV Beauty, the umbrella company that owns Marc Anthony Cosmetics (MAV is an initialism for Marc Anthony Venere), acquired Cake Beauty in February, as Cosmetics Design reported​. Interestingly, MAV Beauty itself benefits from private equity investment as a part of TA Associates portfolio.

“I have always been in love with all-things beauty,” says Cake Beauty founder and creative director, Heather Reier in a press release about the brand’s expansion into the US.

“But,”​ says Reier, explaining her motivation to launch a brand, “I found myself on a constant search for indulgent and playful products that were also natural and cruelty-free.”

“I'm thrilled that our partnership with MAV Beauty Brands has provided us with the opportunity to expand and bring our fun (yet safe and affordable) products to the US,”​ she says.

From 2003 through October 2018, Cake products were only available online and in Canada at Shoppers Drug Mart. This month, select Cake Beauty products are available for sale at Rite Aid locations across the US.

According to the release, this is only the beginning of the international expansion of Cake: There are plans for “additional retail expansion and product launches developing in 2019.”



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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