haircare

The multi-year agreement follows the first year of the collaboration in 2025 and will include national storytelling, digital and social content, contests, product discovery opportunities and select in-stadium activations during the baseball season.

One of the biggest strategic shifts has been evolving its messaging to lead with the unique consumer benefits of Everist for supporting hair and scalp health.

Cake started in 2003 out of the kitchen of the founder Heather Reier, who wanted to create some products that were “delicious, indulgent, but also clean.”

Co-founded by beauty entrepreneur Anna Lahey and recording artist Rita Ora, the brand’s Canadian entry centres on scalp-focused products positioned to address common hair concerns.