Marc Anthony Cosmetics Ltd. Acquires Canadian Beauty Brand, Cake Beauty

Feb 12, 2018 9:00:00 AM

Marc Anthony acquires Cake Beauty

(Toronto, January 2018) Canada’s largest independent hair care brand, Marc Anthony Cosmetics Ltd., acquires Cake Beauty.

Leader in hair and beauty and one of the fastest growing global hair care brands, Marc Anthony Cosmetics Ltd., is expanding its beauty business by acquiring Canadian brand, Cake Beauty. Marc Anthony Cosmetics Ltd. has partnered with Cake Beauty and its founder Heather Reier to help globally expand the iconic Canadian brand whose products are 100% vegan and cruelty-free.

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

(credit as: Marc Anthony, Founder and CEO, Marc Anthony Cosmetics Ltd.)

Marc Anthony Cosmetics Ltd. is excited to be expanding their portfolio to include a company that has a similar culture, work ethic and love for the Canadian consumer. Both brands are focused on making beauty accessible to everyone at home while growing the category and reaching a wider consumer set. Marc Anthony has the unique opportunity to build out the brand’s footprint while maintaining the product integrity and brand ethos that media and influencers love to tout and support.

Marc Anthony’s brand identity is based on salon-created, salon-approved quality hair care products at an affordable price - something brand fans cherish and love. From launching the Marc Anthony True Professional® brand in Canada over 20 years ago, to becoming a mass global success and translating trends from the red carpet to consumers, Marc Anthony hair care products can now be found in over 25 countries.


Cake Beauty prides itself on fun, vibrant packaging, amazing scents and products with naturally driven formulations that perform. Achieving cult status over the last fifteen years, Cake has secured its foothold in the Canadian market with a relatable, playful product portfolio that continually generates tremendous customer loyalty.

The Toronto-based Cake Beauty currently sells its top-performing products at Shoppers Drug Mart and brings new beauty opportunities to the table for Marc Anthony Cosmetics Ltd. This partnership further drives Marc Anthony’s commitment to the beauty category and brings a wider array of options to the market that not only hit on current trends but fill a specific need for consumers in both price-point and benefit.

“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”, says Founder, Heather Reier. “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.”

(credit as: Heather Reier, Founder, Cake Beauty Inc.)

As a result of the partnership, the acquisition will be supporting Cake Beauty with a global sales team, strong retailer relationships and a global operation model. This purchase is an indicator of Marc Anthony’s continued growth and a strategic partnership that puts Marc Anthony Cosmetics Ltd. in line to be Canada’s overall leader in Canadian beauty.


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Image credits to Marc Anthony Cosmetics Ltd.

For more information, images, interviews or samples please contact:

Marissa Headley at 905-530-2500 ext. 297 or

Alexandra Scarlato at 647-725-1644 or