TORONTO — Cult beauty favorite, Cake Beauty, an award-winning collection of vegan and cruelty-free hair care, body and bath products, will officially launch in U.S. retail chains in November. Following the Canadian brand’s acquisition by MAV Beauty Brands, Cake Beauty will expand internationally, beginning with offering a selection of hair care and body products in Rite Aid, with additional retail expansion and product launches developing in 2019.

“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,” explained founder and creative director, Heather Reier. “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 (yet safe and affordable) products to the U.S.”

The void in the market was enough to inspire Heather to launch Cake Beauty out of her home kitchen in Kitchener, Ontario in 2003. 15 years later, Cake Beauty has developed into a collection of high performing, naturally driven formulations with playful indulgence. The brand achieved cult status early on with its iconic body and bath products and over the years, Cake’s assortment of naturally luxe confections expanded into haircare and specialty items.

Despite tremendous brand growth, Heather’s founding Cake principles still stand: creating beautifully whimsical products that deliver results without harm.

The brand is nationally available in Canada’s leading retailer, Shoppers Drug Mart, and beginning November 2018, U.S. customers can purchase select Cake hair and body products at Rite Aid stores nationwide or can shop the full collection directly from the brand website, cakebeauty.com.