What Beauty Bakerie Cosmetics Brand does

Beauty Bakerie Cosmetics Brand is a United States-based, privately held direct-to-consumer and specialty retail cosmetics company founded in 2011 by Cashmere Nicole. The company develops and markets a full assortment of clean, vegan, gluten-free, and cruelty-free face, eye, lip, and skincare products built around a distinctive baking/dessert thematic identity. Its hero product franchises include the signature Lip Whips liquid matte lipstick line (smudge-proof, waterproof, long-wearing formulas in 23+ shades), the award-winning Flour Setting Powder (named #1 Setting Powder by People Magazine in 2023), and the Waffle Things matte lipstick collection; the broader catalogue extends across foundations, concealers, primers, blending sponges, eyeshadow palettes, vegan eyelashes, brushes, toners, and moisturizers. Manufacturing sources disclosed in product materials include Japan (foundations, blotting sheets) and Italy (concealer), with the company positioned as a clean-beauty alternative for consumers with ingredient sensitivities.

The company operates a hybrid go-to-market model anchored by a Shopify-powered direct-to-consumer storefront at beautybakerie.com and complemented by wholesale distribution across more than 2,000 retail points, including Ulta Beauty, Target, CVS Pharmacy, and Amazon. Pricing is structured at the mid-market level, with individual items ranging from approximately $9 (sugar lip scrub) to $40 (Cookie Jar Vegan Eyelash Collection) and Lip Whips priced at $22 standard / $16.50 promotional. Sales are one-time transactions with no subscription model, but the Baked Rewards loyalty program, email capture, and content blog (the "Ice Cream Social") drive repeat engagement. Distribution is supported by payment integrations including Afterpay, Shop Pay, PayPal, Apple Pay, and Google Pay.

Beauty Bakerie's brand positioning rests on three pillars: a differentiated baking-inspired product nomenclature; founder-driven mission (Cashmere Nicole's breast cancer survivor narrative and Black-owned brand status); and a charitable arm, Sugar Homes, a 501(c)(3) founded in 2016 that has donated over $220,000 to support 244 children across three orphanages in Uganda, Indonesia, and Zanzibar. The company has secured institutional backing, including a $3 million Unilever Ventures investment in 2017 at a $5 million post-money valuation and additional disclosed rounds through 2022 aggregating to roughly $14.66 million from investors including New Voices Fund, 645 Ventures, Blue Consumer Capital, and Harlem Capital. Leadership beyond the founder is reported to include a Chairman/CFO, a chief marketing officer, and a chief operating officer.

Name

Beauty Bakerie Cosmetics Brand

Legal name

Beauty Bakerie Cosmetics Brand

Website

https://beautybakerie.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Beauty Bakerie is a privately held, clean, vegan, gluten-free, and cruelty-free cosmetics brand founded in 2011, selling a full range of lip, face, eye, and skincare products through its DTC Shopify site and over 2,000 retail locations including Ulta, Target, CVS, and Amazon.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

akta.pro secondary industries

Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)

Keywords

• Clean vegan cosmetics
• Lip whip lipstick
• Setting powder makeup
• Smudge-proof waterproof mascara
• Direct-to-consumer beauty brand

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Others

Revenue model

1. Direct Product Sales: Beauty Bakerie generates revenue through direct-to-consumer product sales via its e-commerce website (beautybakerie.com), offering a full range of cosmetics and skincare products including lip products, eye makeup, face products, and skin care. Sales occur as one-time transactions with no subscription model. The brand also sells through major retail partners (Ulta, Target, CVS, Amazon) representing wholesale/retail distribution revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Beauty Bakerie manufactures and sells clean, vegan, cruelty-free, and gluten-free cosmetics and skin care products through its own e-commerce site and major retail partners. Its core product line centers on smudge-proof, waterproof lip products (Lip Whips, Waffle Things, lip glosses), an award-winning setting powder (Flour Setting Powder), face makeup (foundation, concealer, primer, blush/bronzer/highlighter palettes), eye makeup (eyeshadow palettes, liquid eyeshadows, eyeliners, lashes, brushes), and a small skin care range (toner, moisturizer, exfoliator). The brand is differentiated by its baking/dessert-themed naming, inclusive shade ranges, and a mission-driven charitable initiative (Sugar Homes).

Product overview

Beauty Bakerie is a clean vegan and gluten-free cosmetics brand founded in 2011 by Cashmere Nicole. The product portfolio centers on the signature Lip Whips (smudge-proof, longwearing liquid matte lipsticks available in matte and metallic finishes) as the hero product line, complemented by the Waffle Things matte lipstick collection, high-shine lip glosses, and lip care products for lips. The face category is anchored by the award-winning Flour Setting Powder (voted #1 by People Magazine), along with foundations, concealers, primers, and color products (blush, bronzer, highlighter). Eye products include eyeshadow palettes, the Cookie Jar Vegan Eyelash Collection, eyeliners, and brushes. The skin care line includes the Don't Be Chai Tea Toner and Creamer Hydra-Rich Facial Moisturizer. The brand is distributed through its direct-to-consumer Shopify store, major retail partners (Ulta, Target, CVS), and Amazon, with over 2,000 physical retail locations nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• Sugar Homes: A 501(c)(3) charitable initiative founded in 2016 by Beauty Bakerie to support orphaned children globally. The initiative has donated over $220,000 to help 244 children across 3 sponsored orphanages in Uganda, Indonesia, and Zanzibar.

Products and services

• Lip Whips The signature smudge-proof, longwearing liquid matte lipstick line, available in matte and metallic finishes. Marketed as the ultimate smudge-free liquid lipstick experience for individual consumers.
• Waffle Things Matte Lipstick Velvety matte lipsticks affectionately known as Waffle Things, featuring dessert-inspired shade names.
• Lip Gloss (Lip Slip High Shine Gloss / Gloss Life Collection) Lustrous vegan lip glosses including the Lip Slip High Shine Gloss and Gloss Life Collection.
• Sugar Lip Scrub Lip exfoliators available in Vanilla, Strawberry, and Peppermint variants for smooth, hydrated lips.
• Lip Whip Remover Specialized remover designed to safely remove longwearing Lip Whip formulas.
• Flour Setting Powder The award-winning setting powder voted #1 Best Setting Powder by People Magazine, available in multiple shade variants. Finely-milled powder that sets makeup for long-lasting wear.
• Foundation (Hydra Matte) Japanese-made hydra matte foundation formulas available in 30 shades, designed for flawless coverage.
• InstaBake 3-in-1 Hydrating Concealer Italian-made concealer available in 18 shades, designed for hydrating coverage and baking technique application.
• The Butter HydraSilk Primer Lightweight, hydrating primer infused with Goji Berry extract that provides a smooth canvas and extends makeup wear.
• Blending Eggs Beauty Sponges Award-winning bakeware blending sponges in egg shape, bouncy and designed for beautifully done foundation application. Also available in Black Egg-cellence variant.
• Sugar and Spice Liquid Eyeshadow New liquid eyeshadow product launched in 2025 as part of the Sugar and Spice collection.
• Cookie Jar Vegan Eyelash Collection Four unique vegan lash sets (Sugar Cookie, Peanut Butter Cookie, M'Oreo Cookie, Chocolate Chip Cookie) packaged in a reusable cookie jar container.
• Eyeshadow Palettes Various eyeshadow palettes including Breakfast In Bed, The Chosen Bun, The Spice Rack Collection, and specialty palettes featuring diverse shade collections.
• Blush, Bronzer & Highlighter Face color products including Coffee & Cocoa Bronzer Palette, Queen of Tarts Bar, and Cotton Candy Champagne Blush Palette for radiant and ethereal glow.
• Lollipop Liner (Felt Tip Eyeliner) Felt tip eyeliner in ultra black for precise eye definition.
• Artisan Master Brush Collection Professional-grade makeup brushes including SophistiCAKED Deluxe Powder Brush and Milk & Honey Highlighting Brush.
• Don't Be Chai Tea Toner (Fresh Calming Essence) Fresh calming essence toner formulated with Glycolic Acid, Australian Caviar Lime Extract, and Black Tea Ferment to plump, smooth and resurface skin.
• Creamer Hydra-Rich Facial Moisturizer Lightweight, non-greasy moisturizer formulated with Cocoa Butter, Sodium Hyaluronate and Niacinamide for hydration and nourishment.
• Parchment Paper (Oil-Absorbing Blotting Sheets) Oil-absorbing blotting papers made in Japan, infused with 24K gold and free of fragrance, for touch-ups on the go.
• Sprinkles & Spices Body Glitter Set of 6 body glitters with variety of colors, shapes and sizes for added glam when mixed with body oil or lotion.
• Lip Bundles & Lip Whip Trio Sets Curated bundles and trio sets of Lip Whip products for value and convenience.

Quantifiable outcome

• People Magazine voted Beauty Bakerie Flour Setting Powder as #1 Best Setting Powder of 2023
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Five partnerships are on record, tiered major, standard and core.

• Ulta BeautymajorChannel Partner/ Reseller/ DistributorMajor national beauty retailer partnership providing physical retail presence. Ulta is a premier destination for beauty products with mall-based locations across the United States, representing significant retail distribution for Beauty Bakerie.
• TargetmajorChannel Partner/ Reseller/ DistributorMass market retail partnership making Beauty Bakerie products accessible through Target's beauty department nationwide. Products available in Target stores under their Black-owned beauty brand initiatives.
• CVS PharmacystandardChannel Partner/ Reseller/ DistributorDrugstore/pharmacy retail channel partnership providing accessible product distribution through CVS locations nationwide.
• AmazonstandardChannel Partner/ Reseller/ DistributorAmazon marketplace store providing third-party e-commerce platform presence for Beauty Bakerie, expanding reach beyond the brand's direct e-commerce site and enabling access to Amazon's customer base globally.
• Sugar Homes 501(c)(3)coreOthersBeauty Bakerie's founder Cashmere Nicole founded Sugar Homes, a registered 501(c)(3) nonprofit organization in 2016. The charity supports orphanages worldwide, having donated over $220,000 and helping 244 children across 3 sponsored orphanages in Uganda, Indonesia, and Zanzibar. While founded by the same individual, Sugar Homes operates as a distinct charitable entity supported by Beauty Bakerie customer purchases.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tower 28 Beauty: Clean, vegan beauty brand with non-comedogenic and sensitive-skin-friendly formulations, sold at Sephora and other retailers, directly competing in the clean color cosmetics category.
• Rare Beauty: Selena Gomez-founded clean, vegan, cruelty-free cosmetics brand sold at Sephora and mass retailers with a strong mission-driven and social-impact narrative closely paralleling Beauty Bakerie's positioning.
• Fenty Beauty: Rihanna-founded inclusive beauty brand distributed in Sephora, Ulta, and international retailers with a focus on diverse shade ranges and high-performance formulations, competing directly for similar consumer segments and shelf space.
• ILIA Beauty: Clean beauty brand focused on skin-centric, vegan, cruelty-free makeup and skincare formulations with a similar positioning to Beauty Bakerie's clean, ingredient-conscious approach.
• Kosas: Clean beauty brand with a focus on skin-friendly, vegan, gluten-free makeup formulations including concealers, lipsticks, and complexion products in the same clean color cosmetics space.
• Milk Makeup: Vegan, cruelty-free, clean beauty brand with multi-category product range sold at Sephora and Ulta, directly overlapping with Beauty Bakerie's lip, face, and eye offerings.
• Pat McGrath Labs: High-performance, prestige color cosmetics brand known for long-wear, pigmented lip and eye products with similar performance-led marketing positioning.
• The Lip Bar: Black-owned, vegan, cruelty-free cosmetics brand with inclusive shade ranges and mission-driven positioning, sold at Target and other mass retailers, directly paralleling Beauty Bakerie's community-led, accessible luxury approach.
• Juvia's Place: Black-owned, globally-inspired cosmetics brand with vibrant, highly pigmented eyeshadow palettes and complexion products sold at Ulta and other retailers, competing in the same inclusive color cosmetics category.

Emerging players

• Danessa Myricks Beauty: Independent Black-owned beauty brand with multi-use, high-pigment formulations including complexion and eye products, sold at Sephora and Ulta, sharing indie brand dynamics with Beauty Bakerie.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/beautybakerie
• Facebookfacebook.com/beautybakerie
• Instagraminstagram.com/beautybakerie
• TikToktiktok.com/@beautybakerie
• LinkedInlinkedin.com/company/beauty-bakerie-cosmetics-brand

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds5 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beauty Bakerie Cosmetics Brand