Cake Beauty

What Cake Beauty does

Cake Beauty Inc is a Canadian independent beauty brand founded in 2003 and headquartered in Toronto, Ontario, operating as a brand within the MAV Beauty Brands portfolio. The company designs and markets vegan and cruelty-free haircare and body-care products, with a core portfolio that includes The Care Taker Moisture Melt Shampoo and Conditioner, The Curl Friend Gel to Foam, The Big Wig Volumizing Mousse, The Shine On Anti Frizz Shine Spray, and The Finishing Touch Hair & Body Mist. Products are conceptualized, tested, and designed at the Toronto head office and manufactured in Canada and the UK; all formulations are free from parabens, sulfates, phthalates, and talc, and the brand holds PETA Beauty Without Bunnies certification for both cruelty-free and vegan status. Cake Beauty's product differentiation centers on gourmand, dessert-inspired fragrances (Pistachio & Salted Caramel, Birthday Cake, Lemon Cookie, Coconut Pie) using natural ingredients including Coconut Water, Shea Butter, Argan Oil, Vitamin E, Hyaluronic Acid, and Linseed and Chia Seed Extracts.

The company's go-to-market combines direct-to-consumer e-commerce through a Shopify-powered storefront (cakebeauty.com for Canada and cakebeautyusa.com for the US) with marketplace presence on Amazon and wholesale distribution through major mass retail chains including Walmart and Shoppers Drug Mart. Revenue mechanics are based on one-time unit sales at accessible mass-market price points (e.g., $12.99 CAD per product), with free shipping on orders over $50 CAD. The target customer is the mass-market consumer seeking ethical, sensory-driven hair and body care, with a secondary persona of sensory-focused self-care consumers who value emotional engagement through scent and texture. Marketing is digital-first across Instagram, Facebook, Twitter, and LinkedIn, supplemented by email newsletter and on-site content marketing. Founder and CEO Heather Reier leads the brand. Cake Beauty operates with a lean team of 1-10 employees, consistent with its structure as a focused brand entity within the broader MAV Beauty Brands operating company.

Name

Cake Beauty

Legal name

Cake Beauty Inc

Website

https://cakebeauty.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

Cake Beauty is a Toronto-based, MAV Beauty Brands-owned independent beauty brand selling vegan, cruelty-free haircare and body-care products with dessert-inspired fragrances to mass-market consumers across Canada and the US via DTC e-commerce, Amazon, Walmart, and Shoppers Drug Mart.

Ownership category

akta.pro rank

Product category

Personal Care and Beauty

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)

Keywords

• Vegan haircare products
• Cruelty-free body care
• Dessert-inspired fragrances
• Natural shampoo conditioner
• Hair styling products

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (E-commerce): One-time transaction sales of hair and body care products through the company's Shopify-powered e-commerce website. Customers purchase individual products at set retail prices.
2. Retail Distribution: Wholesale/retail distribution through major mass retail chains including Walmart and Shoppers Drug Mart, expanding into physical retail locations.
3. Marketplace Sales: Sales through Amazon.ca marketplace, with dedicated product listings for individual items.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Cake Beauty designs, markets, and sells a line of vegan and cruelty-free haircare and body care products featuring dessert-inspired (gourmand) fragrances and natural ingredient formulations free from parabens, sulfates, phthalates, and talc. The product range includes shampoos, conditioners, curl stylers, volumizing mousses, anti-frizz shine sprays, and hair & body mists, sold primarily through the brand's own Shopify e-commerce site, Amazon marketplace, and mass retail partners including Walmart and Shoppers Drug Mart in Canada and the US.

Product overview

Cake Beauty is a haircare and body care brand offering a portfolio of vegan and cruelty-free products conceptualized, tested, and designed in Toronto with manufacturing in Canada and the UK. The product line includes The Care Taker™ Moisture Melt Shampoo and Conditioner for moisture care, The Curl Friend™ Gel to Foam for curl styling, The Big Wig™ Volumizing Mousse for volume, The Shine On™ Anti Frizz Shine Spray for finishing, and The Finishing Touch™ Hair & Body Mist for fragrance. All products feature gourmand-inspired fragrances (lemon cookie, coconut pie, birthday cake, pistachio caramel) and are free from parabens, phthalates, sulfates, and talc. The brand is certified as both cruelty-free and vegan by PETA's Beauty Without Bunnies program and is a MAV Beauty Brands company.

Differentiator

Problem solved

Functional benefit

Products and services

• The Finishing Touch™ Pistachio & Salted Caramel Hair & Body Mist

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• WalmartcoreChannel Partner/ Reseller/ DistributorMajor mass retail expansion partner. Cake Beauty is expanding into Walmart as part of broader retail distribution strategy to reach mass market consumers with accessible price points.
• Shoppers Drug MartcoreChannel Partner/ Reseller/ DistributorCanadian pharmacy retail chain partner. Cake Beauty is expanding into Shoppers Drug Mart as part of retail distribution expansion in the Canadian market.

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Marc Anthony Cosmetics: Sister brand under the same parent (MAV Beauty Brands), selling mass-market haircare through major retailers in North America. Directly comparable in channel strategy, price point, and product category, making it the closest structural peer.
• SheaMoisture: Natural-ingredient, sulfate-free hair and body care brand sold through mass and drug chains (Target, Walmart, CVS). Highly comparable positioning around ethical sourcing, ingredient transparency, and inclusive hair care.
• Carol's Daughter: Natural hair and body care brand (now under L'Oréal) sold through mass retail, with a strong brand-story and ingredient-led positioning. Overlaps with Cake Beauty on target demographic, price tier, and retail channels.
• OGX (Organix): Mass-market hair care brand owned by Unilever, distributed in Walmart, Target, and drug chains. Scent-forward, salon-inspired SKUs at accessible prices put it in direct competition for the same shopper basket.
• Love Beauty and Planet: Unilever mass brand positioning vegan, cruelty-free, sustainably-sourced hair and body care at similar price points. Closest large-competitor match on ethical beauty credentials and channel.
• Native: DTC-to-mass personal care brand with strong vegan/cruelty-free credentials, playful branding, and rapid mass-channel expansion (Target, Walmart). Directly comparable go-to-market trajectory and consumer demographic.
• Moroccanoil: Brand-led hair care line with signature scent identity and ingredient storytelling (argan oil), sold in salons and select mass retail. Comparable in brand-led, sensory-driven product strategy.

Broad incumbents

• The Body Shop: Global cruelty-free beauty retailer with a wide range of body care and fragrance products. While larger and broader in scope, it overlaps heavily on ethical positioning and body mist/fragrance categories.
• Bath & Body Works: Mass-market fragrance and body care retailer with strong gourmand/floral scent positioning and an extensive mist product line. Comparable on body mist product category and dessert/floral scent positioning.

Emerging players

• Eva NYC: Affordable, vegan/cruelty-free hair care brand targeting younger consumers through mass and DTC channels. Comparable on price point, ethical positioning, and target demographic, though smaller in scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/share
• Facebookfacebook.com/sharer.php?u=https://www.cakebeauty.com
• LinkedInca.linkedin.com/company/mav-beauty-brands
• Instagraminstagram.com/cakebeauty

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Cake Beauty