Founder of black-owned beauty brand shares sweet story behind her products

Beauty Bakerie founder Cashmere Nicole with daughter Jasmyn — the inspiration behind her makeup line. (Photo: Twitter/beautybakerie)

Beauty Bakerie is a black-owned cosmetics brand that just gained a lot of traction, very quickly, thanks to a viral tweet from founder Cashmere Nicole.

On Wednesday, Nicole tweeted a photo of her and her daughter, sharing the difficulty in finding makeup to match her dark complexion. “This is me with my daughter, Jasmyn. Different levels of melanin. Felt bad when I could find my shade at stores but not hers, when bronzers & highlighters gave me glow up but not her. So I created Coffee & Cocoa for my precious girl & others to enjoy!” she wrote.


In just 24 hours, the post has been retweeted and liked thousands of times. Nicole isn’t the only one who’s had trouble finding a skin-color match, but now she’s part of the solution. “I thoroughly enjoy creating products that solve problems! Foundation is underway,” she wrote on Twitter.

With its motto of “Sweet and Savory,” Beauty Bakerie pairs trending makeup like highlighters and liquid lipsticks with its own ethos of kindness. Nicole tells Yahoo Lifestyle that her mission is simple: You serve all or you serve none. “Shade selection has always been a part of our brand,” she says. “Inclusion is who we are. We represent the world. Our customers are from all over the world. I refuse to launch a product line that does not take all into consideration. I would hate to make anyone feel the way I feared my daughter would feel that day.”

Nicole realized that “often times these ladies are left looking very one-dimensional” and set out to fix it. She accomplished her goals with the Coffee & Cocoa Palette, an upcoming four-shade palette that can be used as contour, eyeshadow, highlighter, or blush. The shades are designed to “even out the complexion, illuminate the skin and add warmth.”

She is committed to offering shades that match dark-skinned women like her daughter Jasmyn, but Nicole is not limiting herself to one market. “The goal is to take care of all, but especially those on both ends of the spectrum. Those with very dark, almost black skin all the way down to those with very light, almost porcelain skin. They need more than inclusion,” she says.

The brand even collaborated with gymnast Gabby Douglas on a set of matte liquid lipsticks. A set of five lippies for $80 did so well that it’s out of stock, but you can still get individual Douglas-designed glosses for $20.




If Twitter is any indication, the brand is meeting its customers’ needs for a wider variety of personalized shades. As one commenter put it, “I need your business to THRIVE.”

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