Cake Beauty, a vegan, cruelty-free brand based in Canada that has a cult following, is launching in the U.S. in November at Rite Aid stores.
Cake Beauty was recently acquired by MAV Beauty Brands -- and the company says it is setting its sights on global expansion.
The brand features hair care, bath and body products in pretty pink and white packaging. Shown above are its Posh Wash, a "sulfate-free swirl shampoo" and The Soft Serve, a "cream rinse conditioner." The brand's Triple Citrus Body Butter Cream, in a plastic jar, looks thick and 'whipped' -- like icing.
Heather Reier, founder and creative director, pictured above, says, "When I launched the brand 15 years ago, there just wasn't anything out there like that. I'm thrilled that our partnership with MAV Beauty Brands has provided us with the opportunity to expand and bring our fun, safe, and affordable products to the U.S.!"
Reier began Cake Beauty at home kitchen in her kitchen, in Kitchener, Ontario in 2003. Now, the brand has evolved into a collection of high performing, naturally driven formulations.
The brand is available in Canada at Shoppers Drug Mart, and will be at Rite Aid stores across the U.S in the coming weeks. The company says additional retail partnerships are planned for 2019. Cake is also sold online on the brand's website.
Photos above: courtesy of Cake Beauty (L) Heather Reier, founder and creative director, Cake Beauty