Canada's largest independent hair care brand, Marc Anthony Cosmetics Ltd., acquires Toronto-based Cake Beauty.

Marc Anthony Cosmetics says it will work with Cake Beauty's founder, Heather Reier, to help globally expand the iconic Canadian brand whose products are 100% vegan and cruelty-free.

"I am beyond excited that Cake Beauty has become part of the Marc Anthony family. The customer-centric approach to beauty that we both share makes this the perfect addition to the Marc Anthony portfolio of brands", says Marc Anthony, founder and CEO. "I look forward to collaborating creatively with Heather and the Cake team and introducing this innovative, high-quality brand to our global customers."

Cake Beauty currently sells its top-performing products at Shoppers Drug Mart. As a result of the partnership, the acquisition will be supporting Cake Beauty with a global sales team, strong retailer relationships and a global operation model.

Cake Beauty's founder, Heather Reier, says, "Building Cake from the little company started in a kitchen to the beloved brand it is today has been the ride of a lifetime - and the natural next step for Cake is international expansion. In Marc and his team, I have found like-minded partners to build on what we've accomplished and look forward to bringing the brand to customers worldwide. I'm so pleased to be working with them and thrilled to start this journey as one team."

Cake Beauty says it prides itself on fun, vibrant packaging. A few of the products in the brand's "be delectable" collection are shown.