This year, the beauty industry lost a cult favorite as Beauty Bakerie, the beloved dessert-themed makeup brand founded by Cashmere Nicole in San Diego, United States, announced a sudden and emotional shutdown. After delighting customers for nearly a decade, this venture capital-backed company closed its doors in April 2024, with founder Nicole issuing an open farewell letter titled, “My Taste Buds Have Changed: A Farewell Message.”
The Closure Announcement
Nicole’s statement was shared across Beauty Bakerie’s website, social media accounts, including to its more than one million Instagram followers—and through emails to loyal customers. The closure message did not offer specific business reasons but centered on a shift in Nicole’s personal priorities, especially regarding faith and fulfillment. “Let’s redefine success, focusing not on societal measures like getting just one more photo to feel beautiful, getting one more title to feel valued, making a little more money for a few more…
claps or likes, but most importantly, our worth to Christ, seeking fulfillment not in material things or accolades but in His presence,” Nicole wrote. “Taking time to ask ourselves, ‘How does what I do please God?’ and, ‘Am I more known for this achievement or title or accolade or for knowing and loving the Lord?’”.
The announcement directed fans to remaining stock at retailers like Ulta, CVS, Target, Amazon, Nordstrom, and LookFantastic—while supplies last. On social media, the brand’s feed was wiped, leaving only the closure announcement and a symbolic video of an apron tossed on a kitchen counter.
Behind the Scenes of Why Beauty Bakerie Shut Down Although Nicole’s statement focused on personal and spiritual growth, industry analysts and former staff pointed to deeper challenges.
Beauty Bakerie was under pressure from venture capital investors to achieve profitability and deliver strong retail sales, with demand for Black-owned brands peaking in 2020 but ebbing in recent years…
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