Canadian beauty brand Cake Beauty is launching in United States retail chains, starting in Rite Aid this month. The brand—which is available in Canadian drugstore chain Shoppers Drug Mart—offers cruelty-free and vegan hair, body, and bath products such as Milk Made Invisible Natural Deodorant, Desserted Island Supreme Body Mousse, and All Powderful Tinted Dry Shampoo Powder. Cake Beauty Founder and Creative Director Heather Reier created the brand in her Ontario-based home kitchen in 2003 to fill a void in the market for luxurious, all-natural, cruelty-free formulations. Following the brand’s acquisition by MAV Beauty Brands, Cake Beauty will expand internationally, beginning in Rite Aid, with additional expansion and product launches in 2019. “I have always been in love with all things beauty, but I found myself on a constant search for indulgent and playful products that were also natural and cruelty-free,” Reier said. “When I launched the brand 15 years ago, there just wasn’t anything out there like that. I’m thrilled that our partnership with MAV Beauty Brands has provided us with the opportunity to expand and bring our fun (yet safe and affordable) products to the US.” As the company continues to grow, Reier says her founding principles still stand: creating natural products without harm to animals.