Heather Reier, Founder, Chief Advisor

About

Heather Reier, founder of the beauty brand Cake Beauty, is a seasoned entrepreneur turned advisor and investor.

Cake broke new ground as one of the first indie bath and body brands to rise beyond the boutique market. The brand achieved cult status early on with its iconic bath and body products, and later haircare.

Heather launched Cake’s sister brand, Delectable, to capture mass retail while Cake thrived in mid-market spaces like Sephora. Over the years, Cake remained the lead brand, evolving its retail strategy with intentional pivots to stay ahead of shifting consumer habits.

Heather began with a small investment from her parents and was the sole equity owner at the time of acquisition in 2018. With no outside investors, she scaled the business through sharp marketing, standout branding, meticulous cash flow management, and trusted partnerships.

Along the way, Heather experienced it all – the highs of growth, the grit required to navigate setbacks, and everything in between.

After the 2018 acquisition, Cake became part of the MAV Beauty Brands portfolio. While working with MAV, Heather gained a front-row seat to acquisitions, negotiations, the workings of public companies and the mechanics of deal-making.

Today, Cake Beauty remains on the shelves of thousands of stores, a lasting testament to the brand that began as an idea and grew into something extraordinary.