MAV Beauty Brands Expands Cake Beauty at Top US Retail Chains

The brand will launch in Ulta and expand product availability across Walgreens stores nationwide

TORONTO, March 12, 2020 /PRNewswire/ -- Cult beauty favorite, Cake Beauty, is an award-winning collection of vegan and cruelty-free hair care, body and bath products that launched in the USA last year following the Canadian brand's acquisition by MAV Beauty Brands in 2018. Now in 2020 MAV Beauty Brands has expanded Cake Beauty's distribution with 14 new hair care innovations, exclusively at Walgreens, and just launched their core hair care collection at Ulta.

In addition to the already existing collections at Walgreens, a premier beauty destination, the brand is excited to launch their newest hair care innovations in up to 8,137¹ Walgreens stores. "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," says Tim Bunch, President and CEO of MAV Beauty Brands. "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." 

The new innovations consist of 14 sku's and rolled out onto Walgreens shelves and online in February:

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

Cake Beauty is also launching 15 of its core hair care products at Ulta stores. "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," says Heather Reier, Founder and Creative Director at Cake Beauty. "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."

A curated collection of 15 core sku's rolled out onto Ulta shelves and online in March:

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

Cake Beauty grew to cult success status within the millennial demographic thanks to creative packaging and consumer-loved scents while still maintaining their 100% vegan, cruelty-free stance on products. Last year, MAV Beauty Brands took Cake Beauty global with recent launches in the UK, Mexico, Colombia, South Africa, Turkey and Russia.

Cake Beauty hair care products range between $2.99 - $8.99 suggested retail price. Visit cakebeauty.com for more information on Cake Beauty, a MAV Beauty Brand. For more information on MAV Beauty visit mavbeautybrands.com.

About Cake Beauty:

Cake Beauty creates award-winning, cruelty-free and vegan bath, body and hair care products that women love to use every day. Founded over fifteen years ago in her home kitchen, Heather Reier set out to create high performing, naturally driven formulations with playful indulgence, a mission that paid off by winning the love of editors and influencers with "best in beauty" accolades and customers alike. Inspired by the rich, high efficacy properties of natural ingredients, the brand achieved cult status early on with its iconic bath & body products and has successfully expanded into the hair care category. Cake Beauty continues to pioneer in combining high-performing and naturally driven solutions for its customers. The brand is globally available in leading retailers such as Walgreens, Rite Aid, Ulta, Shoppers Drug Mart, Walmart Canada, Boots and many more. Customers can also purchase products directly from the brand's website.

About MAV Beauty Brands

MAV Beauty Brands is a global personal care company dedicated to providing consumers with premium quality, authentic and differentiated products. Our innovation-focused, next generation platform consists of complementary and rapidly growing personal care brands: Marc Anthony True Professional, Renpure, Cake Beauty and The Mane Choice. Our products include a wide variety of hair care, body care and beauty products such as shampoo, conditioner, hair styling products, treatments, body wash, and body and hand lotion across multiple collections that each serve a different and personalized consumer need. Our products are sold in over 35 countries around the world and in more than 100 major retailers. Visit mavbeautybrands.com for more information about MAV Beauty Brands.

¹Store count varies by product and ranges between 5,720 – 8,137 stores.

Source: MAV Beauty Brands Inc.

SOURCE MAV Beauty Brands Inc.

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