Cake Beauty launches in U.S.

Cake Beauty is officially launching in U.S. retail chains next month.

The Canadian cruelty-free and vegan brand will be sold at Rite Aid stores nationwide for the first time and available directly through the brand website as of November 2018.

The news follows the brand’s acquisition by MAV Beauty Brands. The owner of personal care brands like Marc Anthony True Professional and Renpure, MAV Beauty acquired Cake earlier this year allowing it to expand its beauty business through new products, while providing Cake Beauty with a global sales team, strong retail relationships and a global distribution channel and operation model.

“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.," said Cake’s Founder and Creative Director, Heather Reier, in a news statement.

Toronto-based Cake Beauty is known for its collection of vegan and cruelty-free hair care, body and bath products. Launched in 2003, it is currently sold in Canada at Shoppers Drug Mart.

Cake Beauty launches in U.S.

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