Half Caked
Budget“Colorful, clean makeup made by sisters.”
By Viktoria @vioda.makeup · Published · Updated
Half Caked is a budget makeup brand from the United States, founded in 2016 by Nicole Masifilo and Erica Lynn. It's best known for its Candy Paint buildable cheek-and-lip tint, Affordable vegan, cruelty-free color cosmetics and Sensitive-skin-safe formulas.
Half Caked was founded in 2016 by Nicole Masifilo, joined a year later by her sister Erica Lynn, with a simple frustration behind it: in a beauty aisle that had turned almost entirely beige, they wanted pops of real color that still performed. The name nods to what it's like to grow up sharing everything with a sibling, and the brand leans into that playful, personal origin story across its packaging and launches.
The line is built around affordable, vegan and cruelty-free color cosmetics that are formulated to be sensitive-skin safe. Its best-known product is Candy Paint, a buildable cheek-and-lip tint that gives a flushed, glowing finish, sitting alongside eyeshadows, liners and lip products. As an indie brand with drugstore-friendly pricing and a loyal social following, Half Caked slots neatly next to the affordable-color crowd that dupe shoppers already love.
Popular Products
What Half Caked is bought for. The ones we've found dupes for link through to the comparison.
- Candy Paint Cheek & Lip Tint
- Eyeshadow Palettes
- Eyeshadow Singles
- Lip Gloss
Known For
Brand Philosophy
Everyday makeup should bring color back into the bag — vegan, cruelty-free and gentle enough for sensitive skin, without the beige.
FAQ
Half Caked Official Channels
Where to buy, and how to reach Half Caked customer service directly.
- Website
- halfcaked.com
- Sold at
- Brand.com