Heather Reier had an idea and ran with it—right into her kitchen, where she measured ingredients such as cold-pressed avocado oil and cocoa butter to make her Cake collection. The Kitchener, Ont., native capitalized on the fast-growing cupcake culture; she was one of the first to make dessert-inspired beauty items, which were minimally packaged to avoid over-feeding the planet. The sugar high really kicked in after Reier sent a batch of products to Kate Hudson, who then gave them as gifts to her friends. Several People mag namechecks later, Sephora signed up to carry the brand—a major coup for a Canadian indie.
