Cake Beauty launches in the UK

By Deanna Utroske

- Last updated on GMT

photo courtesy of MAV Beauty Brands
photo courtesy of MAV Beauty Brands

Related tags expansion Canada vegan

This month’s Q2 financial report from MAV Beauty Brands holds out Cake as an exemplar of the global growth potential the company sees for its core hair care business and related cosmetics / personal care brands. With its recent launch in the UK, Cake is now sold in nearly 10 markets around the world.

In early 2018 Cake Beauty became part of the Mark Anthony Venere business​ known as MAV Beauty Brands. And near the end of that year, Cake Beauty expanded beyond its original market in Canada, thanks to a deal with Rite Aid here in the US.

In this past quarter’s financial report MAV Beauty Brands president and chief revenue officer, Tim Bunch, remarked, “With 13% sales growth in the quarter, our North American business continues to perform well and is positioned for accelerating growth in the second half of the year,”​ emphasizing that “Cake Beauty has been a standout, and the brand's rapid expansion clearly demonstrates the power of our global operating platform. From one retailer a year ago, the brand is now in nine markets and 19 retailers, highlighted by the recent entry into the UK.”

MAV Beauty Brands' first UK deal

Just last month a collection of Cake Beauty hair care landed in 290 doors of the pharmacy and beauty retail chain store Boots. “Since Boots is the leader in the health and beauty category, introducing Cake Beauty in their premium lifestyle haircare segment is a perfect fit,” ​says Bunch, in a media release about the Boots deal.

MAV Beauty Brands distributes to 30+ markets worldwide, but this is the company's first deal in the UK and is an extension of the Cake Beauty deal with Walgreens here in the States (both Boots and Walgreens are part of the Walgreens Boots Alliance). MAV also credits the brand’s vegan formulations with its potential in the UK.  

Even with nine markets, MAV isn’t stopping the Cake Beauty global expansion. “We've had tremendous success bringing this brand to new international markets in 2019 and expect further international expansion in the coming quarters,” ​notes Bunch.



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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