Cake Batter won the Allure Best of Beauty Award in 2021, and Bell says, “To launch with the Allure award was incredible, and I think it really helped establish that we are a serious company and that the product we created and took years to build is worth it.” Bell says in their first year of business they focused on generating as much press and brand awareness they could and that's what helped build their customer base.
When asked how they connect with consumers, Bell emphasized their focus on education. “We have really great email marketing where we educate, educate, educate. We just feel like education is key and even though Johnny and I really know what we're talking about, you have to say things three times to a customer in different ways for them to get it. And once people get it, that's how we get them coming back. I think it's just really honing in our education and email marketing.”
Pound Cake was chosen to participate in the Ulta Beauty MUSE Accelerator program for eight early-stage Black, Indigenous, and People of Color (BIPOC) founders in their journey to retail readiness in 2022. Bell found great value in the program, from meeting like-minded entrepreneurs, building lasting relationships with mentors, and refining their pitch, to a better understanding of managing finances and the supply chain. The $50,000 they were given helped propel the business forward.
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Bell believes the development of a stronger pitch was integral to earning the Black Ambition Prize they received in 2022. Bell said the Black Ambition grant also helped tremendously. “It first afforded Johnny and I the opportunity to officially go full-time with Pound Cake. We were both working full-time jobs until the funds were deposited into our account in January 2023. Additionally, the funding helped us launch in over 700 Ulta Beauty doors and fulfill a 100,000-unit purchase order (PO) from another vendor. Simultaneously, it also allowed us to switch labs and start on new product development in France that we’re launching this year!”