Beauty Bakerie
Mid-Range“Cake-themed, long-wear, Black-owned beauty.”
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.
Known For
Flagship Products
- Lip Whip
- Cake Mix Demi-Matte Foundation
- Flour Setting Powder
- Syrup Highlighter
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
For Brands & Creators
VerifiedPublic collaboration and press contact channels for Beauty Bakerie. Researched from official brand sources — always confirm before sending.
- Website
- www.beautybakerie.com
- General inquiries
- [email protected]
- Contact form
- Open form
- HQ address
- San Diego, CA 92121 USA
- Sold at
- UltaBrand.comAmazon US
Customer service hours Mon-Fri 10am-4pm PST. No separate press or collab email publicly listed. No public press/collab email found after press-release archive search; only [email protected] (customer care) and contact form. July 2024 PR Newswire release on the West Lane Capital acquisition routed media inquiries to Nick Sternberg at West Lane Capital (PE owner) and Michael Wentz, not to a brand-side press@ or collab@. Brand IG bio does not expose a PR email. Affiliate via Direct. Cashmere Nicole (founder) stepped back after April 2024 closure; KJ Miller (Mented co-founder) was named Brand President for the relaunched Beauty Bakerie under Blooming Brands/West Lane Capital in July 2024. San Diego HQ per business directories.