Beauty Store Business magazine - May, 2019

Marc Anthony Cosmetics Acquires Cake Beauty

Canada's largest independent haircare brand, Marc Anthony Cosmetics, is acquiring Toronto-based Cake Beauty. For more than 20 years, Marc Anthony Salons and their team of pro stylists have styled music icons to red carpet A-listers around the globe, so it comes as no surprise that the company sought out Cake Beauty, known for its award-winning, cruelty-free and vegan haircare products.

“Building Cake from the little company started in a kitchen to the beloved brand it is today has been the ride of a lifetime—and the natural next step for Cake is international expansion,” says Cake Beauty’s founder, Heather Reier. “In Marc and his team, I have found like-minded partners to build on what we've accomplished and look forward to bringing the brand to customers worldwide. I'm so pleased to be working with them and thrilled to start this journey as one team.”

Both companies are excited to expand their markets and product lines together while keeping product standards high. Marc Anthony’s global sales team will be assisting Cake Beauty in order to foster continued growth in global retail markets. Additionally, this partnership pushes Marc Anthony Cosmetics towards their goal to lead the Canadian beauty industry.

"I am beyond excited that Cake Beauty has become part of the Marc Anthony family. The customer-centric approach to beauty that we both share makes this the perfect addition to the Marc Anthony portfolio of brands", says Marc Anthony, founder and CEO. "I look forward to collaborating creatively with Heather and the Cake team and introducing this innovative, high-quality brand to our global customers.”