Cake Beauty expands retail distribution

By

Jennifer Braun

Published
Mar 13, 2020

Cake Beauty is growing its portfolio and retail footprint, announcing on Thursday new partnerships with both Walgreens and Ulta.  

The Canadian brand, acquired by MAV Beauty Brands in 2018, has launched 14 new hair care products, exclusively at Walgreens, furthering its partnership with the retailer, which was first established just over a year ago. 

The new collection includes items like The Head Strong Volume Boosting Scalp Scrub, The Curl Girl Curl Enhancing Shampoo, and The Hot Mess Dry Texture Foam, to name a few. 

In addition to the already existing collections at Walgreens, the brand launched its new products in up to 8,137 Walgreens stores. 

"We're excited to expand the collection of Cake Beauty products in Walgreens, our flagship destination for Cake Beauty in the US, who has been an incredible retail partner since our launch at the chain in 2019," said Tim Bunch, president and CEO of MAV Beauty Brands. 

"The presence of 14 new products on a second shelf offers our consumers first access to the latest innovations from Cake Beauty, exclusively at Walgreens." 

Moreover, Cake Beauty announced that it is also launching 15 of its core hair care products at Ulta stores. 

"Ulta is a beauty destination, offering consumers innovative products at every price point, so we're thrilled to be expanding the brand at such a beauty-centric retailer," added Heather Reier, founder and creative director at Cake Beauty. 

"I am excited to offer our beauty-maven consumers a new destination to find our fun, naturally-luxe, sensorial hair care products, with the equally sensorial shopping experience that is synonymous with Ulta.”

The cruelty-free self-care brand is known for its creative packaging and consumer-loved scents.

Last year, MAV Beauty Brands took Cake Beauty global with recent launches in the UK, Mexico, Colombia, South Africa, Turkey and Russia.