Haircare company Marc Anthony Cosmetics acquires Cake Beauty

Canada’s haircare brand Marc Anthony Cosmetics has acquired Canada-based hair and skincare firm Cake Beauty.

The partnership is expected to help in Marc Anthony Cosmetics’ global expansion and allow it to provide a wider range of products.

The acquisition is also expected to enhance Cake Beauty’s retailer relationships.

Marc Anthony CEO and founder Marc Anthony said: “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.

“I look forward to collaborating creatively with Heather and the Cake team and introducing this innovative, high-quality brand to our global customers.”

Marc Anthony’s haircare brand provides haircare products to more than 25 countries.

Cake Beauty claims its products are naturally formulated and vegan-friendly and it does not use animal testing in its production processes. Packaged in bright packs, its products are sold at Shoppers Drug Mart in Canada.

Heather Reier said: “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.

“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.”