MAV Beauty inks Boots retail deal for UK debut

Canada’s MAV Beauty Brands is bringing its Cake Beauty brand of vegan hair care, body and bath products to the UK through a new partnership with Boots.


Cake Beauty

Cake Beauty is launching exclusively in 290 Boots doors in the UK, including flagship stores in Covent Garden, Leicester Fosse Park and Nottingham Victoria Centre, marking the first entry into the market for its parent owner.

“We've had tremendous success bringing this brand to new international markets in 2019 and expect further international expansion in the coming quarters,” said Tim Bunch, president of MAV Beauty Brands. 

The Canadian beauty brand will seek to capture the UK’s growing mass of eco-conscious and ethical consumers with its range of 100% vegan, cruelty-free products. Responding to the growing demand for sustainable options, Boots has dedicated a portion of its website to vegan beauty offerings, where Cake Beauty will be on sale alongside Bulldog, Skyn Iceland, Original Source and Lee Stafford.

The UK launch is part of MAV’s efforts to take Cake Beauty global. The brand has recently launched in the US, Mexico, Colombia, South Africa, Turkey and Russia, and further markets are expected to be added over the next year. 

Since joining forces with MAV Beauty Brands, Cake Beauty has increased its global footprint by more than 10 times. 

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