Cake Beauty expands distribution to major retailers

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Cake Beauty expands distribution to major retailers

By Gisselle Gaitan - 03/12/2020

Cake Beauty, a brand known for its vegan and cruelty-free hair and personal care products, is expanding its distribution.

The brand’s parent company, Mav Beauty Brands, announced that 14 new hair care innovations will hit shelves exclusively at Walgreens, and its core collection for tresses will be available at Ulta Beauty.

“We're excited to expand the collection of Cake Beauty products in Walgreens, our flagship destination for Cake Beauty in the US, who has been an incredible retail partner since our launch at the chain in 2019,” Tim Bunch, president and CEO of Mav Beauty Brands said. “The presence of 14 new products on a second shelf offers our consumers first access to the latest innovations from Cake Beauty, exclusively at Walgreens.”

New additions that rolled out onto Walgreens’ digital and physical shelves in February include:

  • Head Strong Volume Boosting Scalp Rinse;
  • Sugar Reset Purifying Hair Rinse;
  • Gentle Giant Micellar Gentle Shampoo;
  • Power Puff Air Milk Gentle Conditioner;
  • Curl Girl Curl Enhancing Shampoo;
  • Curl Next Door Curl Enhancing Conditioner;
  • Two Timer Suds Free Cleansing Conditioner;
  • Whip Smart So Many Ways Hair Mask;
  • Top Coat High Shine One Minute Hair Mask;
  • Deep Treat Volume Boosting One Minute Hair Mask;
  • Hot Mess Dry Texture Foam;
  • Thick Trick Volumizing Styling Foam;
  • Grace Full Blow Out Balm; and
  • Gloss Boss Dry Styling Oil.

In addition, Cake Beauty is debuting 15 of its core hair care products at Ulta Beauty. The 15 SKUs available at the beauty retailer include:

  • Curl Friend Defining Curl Cream;
  • Curl Whip Whipped Curl Mousse;
  • Big Big Deal Sulfate Free Thickening Volume Shampoo;
  • Big Wig Thickening Volume Conditioner;
  • Thick Trick Volumizing Styling Foam;
  • Mane Manage’r 3-in-1 Leave-In Conditioner;
  • Smooth Move Moisture Melt Mask;
  • Hold Out Flexy Hold Hair Spray;
  • Posh Wash Sulfate-Free Swirl Shampoo;
  • Soft Serve Cream Rinse Conditioner;
  • ‘Do Gooder Volumizing Dry Shampoo Spray;
  • Locks Smith Hydrating Dry Conditioner;
  • Wave Maker Texturizing Beach Spray;
  • Sheen Queen Nourishing Miracle Serum; and
  • All Powderful Tinted Dry Shampoo Powder in Light.

“Ulta is a beauty destination, offering consumers innovative products at every price point, so we're thrilled to be expanding the brand at such a beauty-centric retailer,” Heather Reier, founder and creative director at Cake Beauty said. “I am excited to offer our beauty-maven consumers a new destination to find our fun, naturally-luxe, sensorial hair care products, with the equally sensorial shopping experience that is synonymous with Ulta.”

Cake Beauty products retail from $2.99 to $8.99, and are both vegan and cruelty-free.