Heather Reier, Founder at Cake Beauty

Heather Reier: entrepreneur, female founder, industry leader and beauty-maven. Heather has always been a lover of all-things beauty, yet she found herself on a constant search for indulgent, girly products that were also natural and cruelty-free. Her journey has been a one of non-convention, from concocting mud pie masks as a little girl to becoming a leader in the beauty field. 

Much like her products, Heather is the perfect combination of whimsical and practical. Prior to founding Cake Beauty, Heather graduated from University of Western Ontario and worked at Roots Canada. Although she never aspired to be in the beauty industry, the void in the market inspired Heather to create her own line of sweet-yet-safe beauty confections. Heather set out to create high performing, naturally driven formulations with playful indulgence and in 2003, Cake Beauty was born in her hometown of Kitchener, Ontario. 

What began over fifteen years ago in her home kitchen, as a way to ensure what she used on herself was not only using natural ingredients but cruelty free, has become the go-to cult favourites for indie and fashion girls alike. Her mission has paid off by winning the love of editors and influencers with “best in beauty” accolades and customers alike. 

Today, as Founder and Creative Director, Heather guides the strategy for Cake Beauty working closely with the innovation and brand teams. Creating with “heart” remains key for Heather and she still leads, conceptualizes and tests every product until it has her stamp of approval. She maintains active involvement with the business on a daily basis, as it is her beauty playground, while managing to balance time with her husband and children; her daily inspiration. 

Over the years, Cake’s assortment of naturally luxe, vegan confections expanded beyond bath and body into haircare and specialty items. Each has garnered a cult following with women that were looking for high-performing, time-saving products to enhance their beauty routines, and after 15 years of success in Canada, the brand became part of the MAV Beauty Brands family in 2018 and since has recently expanded to the United States. Despite tremendous brand growth, Heather’s founding Cake principles still stand: creating beautifully whimsical products that deliver results without harm; they are naturally luxe indulgences accessible to everyone.