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Collaborating with others can lead to brand growth: cosmetic brand CEO

In an industry where most cosmetic brands just number foundation shades from lightest to darkest, Beauty Bakerie makes a name for itself by doing the opposite. The “sweet” baking-themed makeup line is known for its dedication to inclusive beauty and making everyone feel seen.

“We are creating a brand that caters to what is representative of the world that we live in,” Cashmere Nicole, founder and CEO of Beauty Bakerie, told Yahoo Finance’s On The Move. Beauty Bakerie is sold online and in over 500 retailers, like Ulta Beauty stores, across the country.

“What else better to do than to have a range that works for everyone? And I thought at my young age back then that it was a no brainer. ‘Of course you would just need more shades,’” Nicole said.

Noting how diverse beauty can be has been a growing marketing trend in the makeup industry with brands like Cover Girl’s QUEEN Collection and the launch of Rihanna’s Fenty Beauty. In an industry where black consumers spent up to $54.4 million of the $63.5 million total spent on hair and beauty products in 2017, according to data from Nielsen, it’s not hard to see why.

That’s why other brands don’t have to be seen as competition, she said.

A new branch of the make up and beauty chain, Ulta Beauty, located in the Upper East Side neighborhood of New York on its grand opening day, Friday, November 10, 2017. Ulta Beauty recently celebrated its 10 year anniversary of its listing on NASDAQ and is expected to release its third-quarter earnings November 30. (Photo by Richard B. Levine)

“It’s just like having different ingredients bakes a different cake,” she said. “We’re not against collaborating with influencers or any other collaborators out there who align with our mission of being sweet and sweetening the lives of other people.”

“For us, our goal is to reach more people and invite those people into this community that we’ve created just so they can further inspire and encourage others to use our products or to enhance beauty through a multitude of ways.”

Marabia Smith is a producer for Yahoo Finance On the Move.