A Philadelphia-based beauty brand creating vibrant, inclusive lipsticks formulated for a wide range of skin and lip tones.
ORIGIN
USA
PRICE TIER
contemporary
Launched in 2021 by founders Camille Bell and Johnny Velazquez, Pound Cake is a Philadelphia-based cosmetics company born from the frustration of color cosmetics failing on deeper skin tones. The brand’s name is a verb, not a noun, signifying its mission to “pound” the outdated, exclusionary standards of the beauty industry. Its debut product line, the Cake Batter liquid lipsticks, was developed over four years to ensure true-to-tube color payoff on all lip tones, rejecting the one-shade-fits-all “universal” approach. The line of vegan and cruelty-free red lipsticks earned an Allure Best of Beauty Award before it even launched, selling out within 48 hours.