Beauty Bakerie
Mid-Range“Cake-themed, long-wear, Black-owned beauty.”
By Viktoria @vioda.makeup · Published · Updated
Beauty Bakerie is a mid range makeup brand from the United States, founded in 2011 by Cashmere Nicole. It's best known for its Lip Whip liquid lipstick, Cake Mix Demi-Matte Foundation and Flour Setting Powder.
Beauty Bakerie was founded in 2011 by Cashmere Nicole, a breast cancer survivor and single mother, who built the brand into one of the most recognizable Black-owned makeup companies in the US through a relentless DTC and Instagram-led growth strategy. The branding leans entirely into cake and confectionery — products named Cake Mix Demi-Matte Foundation, Lip Whip, Flour Setting Powder, and Syrup highlighter — and the aesthetic became inseparable from a generation of YouTube beauty content in the mid-2010s.
The hero product, the Lip Whip liquid lipstick, became a category-defining viral matte liquid lip in 2015 and remains the brand's most-recognized item. Beauty Bakerie was acquired by West Lane Capital Partners in 2024, with Cashmere Nicole staying on through the transition and the company refocusing on retail expansion. The line is cruelty-free, vegan in key SKUs, and sits in mid-range pricing — historically defined by inclusive shade ranges that landed well before the post-Fenty industry-wide reset.
Popular Products
What Beauty Bakerie is bought for. The ones we've found dupes for link through to the comparison.
- Lip Whip
- Cake Mix Demi-Matte Foundation
- Flour Setting Powder
- Syrup Highlighter
Known For
Brand Philosophy
Beauty as celebration — cake, sweetness, and long-wear formulas designed for the camera, from a Black-owned, founder-led indie that helped widen prestige shade ranges.
FAQ
Beauty Bakerie Official Channels
Where to buy, and how to reach Beauty Bakerie customer service directly.
- Website
- www.beautybakerie.com
- Customer service
- [email protected]
- Contact form
- Open form
- Headquarters
- San Diego, CA, United States
- Sold at
- UltaBrand.comAmazon US