TA Associates owned Marc Anthony Cosmetics acquires Cake Beauty

Marc Anthony Cosmetics Ltd., a portfolio company of TA Associates, has acquired Toronto based Cake Beauty Inc. Financial terms were not disclosed.

Marc Anthony is partnering with Cake Beauty and its founder Heather Reier to help globally expand the iconic Canadian brand whose products are 100% vegan and cruelty-free.

Reier will stay with Cake and continue to to innovate new products, build the business and expand portfolio.

Concord, Ontario based Marc Anthony was founded in 1995 by award-winning celebrity hair stylist Marc Anthony Venere. TA Associates acquired Marc Anthony Cosmetics in 2016 for $230 million.

photo credit: Cake Beauty

News Release

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

TORONTO, Feb. 12, 2018 /CNW/ –

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.”

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.”

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.

Visit www.marcanthony.com for more information on Marc Anthony Hair Care.

ABOUT MARC ANTHONY COSMETICS LTD.
For over twenty years, the Marc Anthony Salons and its acclaimed team of Pro Stylists have styled music icons to red carpet A-listers around the globe. Award-winning celebrity stylist and brand innovator, Marc Anthony has built a global haircare brand, Marc Anthony True Professional® through his discovery of world-class ingredients that promote style and natural looking beauty. The collection is comprised of high-quality, affordable hair care products that nourish, hydrate and protect hair. The salon is where each product is conceptualized, tested and perfected to ensure salon-level results. It is the Marc Anthony Pro Styling Squad’s mission to inspire innovation, trends and the guarantee that each product must deliver superior results to be worthy of the seal “Salon-Created. Salon-Approved”. We stand behind our brands because we use them in our salons each and every day; that’s the Marc Anthony True Professional® difference. Visit www.marcanthony.com for more information on Marc Anthony Hair Care.

ABOUT CAKE BEAUTY
Cake Beauty is a pioneer in crossing high performing, naturally driven formulations with playful indulgence, and has won the love of editors, influencers, and customers alike. Inspired by the rich, high efficacy properties of pure ingredients, the brand achieved cult status early on with its iconic bath & body products. Forever innovating, Founder Heather Reier seamlessly crosses categories – as seen most recently in the brand’s enormously successful haircare collection. Cake Beauty creates with heart, thinks beyond the pink, and designs award-winning, cruelty-free and vegan products that women love to use every day. Visit www.cakebeauty.com for more information on Cake Beauty.

SOURCE Marc Anthony Cosmetics Ltd.

For further information: images, interviews or samples please contact: Marissa Headley at 905-530-2500 ext. 297 or marissa@marcanthony.com; Alexandra Scarlato at 647-725-1644 or ascarlato@roirelations.com


Ted Liu
Ted Liu, M.Sc. (Mining), MBA (Finance), is the Editor of Private Capital Journal, TechnologyMetals.ca, GoldSilverMetals.ca, and former Editor of Canadian Private Equity. Ted has been passionately tracking Canadian private capital industry since 1992, most recently served as Research Director for The Canadian Venture Capital and Private Equity Association (CVCA). Ted is President of CPE Media Inc., an independent, trusted and unbiased data provider tracking Canadian VC/PE, private capital industry.
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