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MAV Beauty Brands expands Cake Beauty at top US retail chains

International news alert


Cult beauty favourite, 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 81 371 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.

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