BeautyBusiness

Inside the Sudden Shutdown of Viral Favorite Beauty Bakerie

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.

Published: Oct 6, 2025 3:46 AM

By Jeanel Alvarado

BeautyBusiness

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BeautyBusiness

Inside the Sudden Shutdown of Viral Favorite Beauty Bakerie

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…

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Inside the Sudden Shutdown of Viral Favorite Beauty Bakerie

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.

Unlock the rest of this story

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