If you spend any time online looking at makeup, there’s a good chance you’ve heard of Beauty Bakerie. This indie brand has stood out for a while, not just for its “dessert-inspired” packages but also for its founder’s story and the company’s message. But lately, some people wonder if the good days are over and whether Beauty Bakerie might go out of business soon.
Getting To Know Beauty Bakerie
Beauty Bakerie started as one of those underdog companies that grew because people genuinely liked what it stood for. The founder, Cashmere Nicole, created the brand back in 2011. She wanted makeup that lasted and looked playful, but she also wanted to send a bigger message: sweetness over cruelty.
From the start, Beauty Bakerie has focused on making cruelty-free and vegan cosmetics. You see this right away in their pastel packaging, cute dessert names, and the cheeky “baking” puns on all their products.
A Quick Look At The Brand’s History
Cashmere Nicole launched Beauty Bakerie as a way to deal with her own experiences. After surviving breast cancer, she became vocal about health, empowerment, and self-expression. At the start, she did everything herself, sometimes filling lipsticks in her kitchen.
Later on, Beauty Bakerie started getting attention on Instagram. The brand took off with fans who loved its smudge-proof Lip Whip and its message of “be sweet.” By 2017, Beauty Bakerie was being sold in Ulta stores and, not long after, in more than 400 retail locations. They even got investments from big names like Unilever Ventures, which helped bring the brand to a bigger audience.
Why Are There Business Rumors Now?
So why are people worried Beauty Bakerie could go out of business? A mix of things, actually. The beauty industry is different now than it was ten years ago. Trends come and go in months, not years, and giant brands seem to copy smaller competitors almost overnight.
On top of that, many smaller beauty brands have struggled after the pandemic. Supply chain costs are higher, and shoppers’ habits have changed. Plus, there’s intense competition from huge companies and other indie brands alike.
Recently, some fans have noticed certain items were out of stock for weeks, which led to online speculation about the business’s finances. Some even commented on empty beauty store displays or slower-than-normal social media updates from the company itself.
How Is Beauty Bakerie’s Financial Health?
There isn’t a ton of public information about the numbers behind Beauty Bakerie, because it’s not a publicly-traded company. But you can pick up hints by looking at what’s selling, reading customer reviews, and checking out business press or investment sites.
During the pandemic, like many other indie brands, Beauty Bakerie had some tough quarters. Still, its core products—especially the Lip Whip—remain popular, with thousands of positive reviews on retailers like Ulta and the brand’s own site.
Over the years, the brand has diversified its offerings, launching everything from foundation and highlighter to brow gels and setting powders. Sometimes, brands will massively discount old inventory or repeatedly discontinue products if there are money troubles. Beauty Bakerie hasn’t shown strong signs of either—though some items have cycled in and out.
What Has Beauty Bakerie Said Officially?
You might expect a brand facing rumors to go silent or only post generic messages. But Beauty Bakerie and Cashmere Nicole have been pretty open. In fact, Nicole has sometimes addressed the rumors head-on on Instagram and Twitter.
She’s addressed issues about items going out of stock, saying it’s mostly supply chain delays, not a company shutdown. Nicole’s been very clear that her team is working to get core products restocked as soon as they can.
The company has assured followers they aren’t closing, even as fans ask about product launches and store availability. In a post from early 2024, Nicole talked about how tough the business climate has been for small brands, but she also thanked loyal customers for sticking with Beauty Bakerie.
Feedback From The Community
Walk into any makeup forum, and you’ll probably find a thread about Beauty Bakerie. Some folks talk about their “one product they can’t live without”—for many, it’s the Lip Whip. Others just want to know if the next delivery will actually arrive.
There’s a tight community feel around the brand. Cashmere Nicole shares personal updates, and fans respond with encouragement. This kind of customer support matters, especially when things feel shaky. Loyal customers post reviews, tag their purchases, and offer to help promote new releases.
That engagement often keeps smaller beauty brands going. One reason people care is that Beauty Bakerie, unlike a lot of its competition, still feels like a “founder-led” company—even as it grows.
Looking At Future Plans
So, what’s next? On their social accounts and in recent press, Beauty Bakerie has hinted at more launches and possible collaborations soon. They occasionally tease new shades or limited-edition sets, which helps keep buzz going.
In interviews, Cashmere Nicole has said there are “exciting things ahead.” There’s also talk online about new international partnerships, suggesting the company may appear in more retail spots outside the U.S.
Strategic partnerships are often how indie brands survive tough markets. Pairing with another company, or even doing influencer collaborations, can bring in extra revenue and attention. Nothing groundbreaking has been announced yet, but a few clues suggest Beauty Bakerie isn’t standing still.
If you’re interested in business trends and want to compare Beauty Bakerie’s strategy to other indie brands, you might find articles like these helpful for extra context.
Final Thoughts: Where Does Beauty Bakerie Stand?
Is Beauty Bakerie going out of business this year? Right now, there’s no solid evidence for that. They’re still shipping orders, restocking bestsellers, and responding to fans. The brand has faced challenges, but so have most smaller beauty businesses recently.
The company remains independent, which means they can pivot quickly, change up product strategies, and directly address their most loyal customers. They don’t have to keep Wall Street happy—just their fans.
Still, things change fast in the beauty world. Fans should expect some bumps, whether it’s delayed launches or restock issues. But for now, Beauty Bakerie seems to be managing, even if it’s quieter than it was at its peak.
Want To Know More Or Support Beauty Bakerie?
If you want the latest details, your best bet is to follow Beauty Bakerie’s official accounts or check their website. For more behind-the-scenes, interviews with Cashmere Nicole pop up every few months—try searching for her latest podcasts or profiles.
If you want to support the brand, the most direct way is to buy from their website. Sharing reviews or posting makeup looks also helps boost visibility, which matters for indie brands.
The story of Beauty Bakerie isn’t wrapped up just yet. Like most indie beauty companies, they’re facing new challenges, but they’re still keeping the ovens warm for now.
Also Read:
