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. Additionally, the rapid mainstreaming of clean beauty eliminated some of Beauty Bakerie’s differentiation, while makeup trends shifted away from glamorous looks associated with the brand.
At its height, Beauty Bakerie was selling in 2,000+ retail doors across 120+ countries and was on track to hit $12 million–$15 million in sales in 2019. Crunchbase estimates the brand raised more than $14.7 million in total funding, including a $3 million seed round led by Unilever Ventures in 2017. Despite successes, financial and operational difficulties, shifting market trends, and increased competition contributed to its closure.
Personal Changes and Mental Health
Nicole’s personal journey played a pivotal role. By May 2023, she revealed on YouTube that she had relocated from the United States to Thailand and was prioritizing her faith and family. “Leaving the U.S., setting work-related boundaries, and turning to her faith were improving her mental health,” she shared. As stress and hustle culture took their toll, she sought fulfillment in spirituality rather than accolades.
Reaction From the Beauty Community
Fans and fellow founders expressed a mix of support for Nicole’s decision and disappointment at losing another Black-owned brand. The closure touched on broader struggles for minority founders facing low venture capital investment and tough retail sales targets.
What’s Next for Beauty Bakerie?
In December 2024, Beauty Bakerie was acquired by West Lane Capital Partners and is set to relaunch within Blooming Brands’ portfolio, which includes other well-known businesses. The brand will soon be revived and offer its “favorite baked goods” in makeup form, though Nicole notes her focus is now on faith and family: “I’ll always be here to offer my support and guidance along the way.”
Legacy
Through playful packaging, cruelty-free formulas, and a powerful founder story, Beauty Bakerie leaves a legacy of creativity, community, and breaking barriers. The closure marks a bittersweet end—one reminding the industry of deeper issues in beauty funding, founder wellbeing, and the evolving definition of success.
