Canada-based cruelty-free and vegan beauty brand Cake Beauty will soon expand to the United States.
Cake Beauty was founded more than 15 years ago by Heather Reier in her home kitchen in Ontario. Reier saw a gap in the market for products that were fun, used natural vegan ingredients, and did not test on animals.
“I have always been in love with all-things beauty, but I found myself on a constant search for indulgent and playful products that were also natural and cruelty-free,” Reier said in a statement. She continued, explaining that 15 years ago, “there just wasn’t anything out there” and took it upon herself to create the products that she wanted to use.
The company’s cruelty-free pledge has remained since conception. The brand promises to never buy ingredients from suppliers that test on animals or sell in locations that would require animal testing. Cake Beauty is certified as cruelty-free and vegan by PETA’s Beauty Without Bunnies. As well, the brand only uses high-performing natural ingredients, never including parabens, phthalates, sulfates, or talc, which can be harmful to the body, in its recipes.
Cake Beauty’s bath, body, and hair products are available in leading Canadian retailer Shoppers Drug Mart, that has more than 1,300 outlets across the country. Now, the cosmetics brand has been acquired by MAV Beauty Brands, a global personal care company. The collaboration will allow Cake Beauty to expand to the United States, where its products will be sold in drugstore chain Rite Aid. Rite Aid has roughly 4,000 locations across America.
Reier commented that she is “thrilled” by the partnership with MAV Beauty Brands, adding that it allows Cake Beauty’s “fun (yet safe and affordable)” products to expand to the United States.
Cake Beauty products will be available in Rite Aid stores in the United States from this month. Consumers can also purchase Cake Beauty items on its website.
Image Credit: Cake Beauty
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