Beauty Bakerie, the dessert-themed make-up brand, has closed down.
Founded by Cashmere Nicole in 2011, the American company was sold via Ulta, Boots and Lookfantastic.
Nicole described religion as the reason behind the company's closure in a statement titled 'My taste buds have changed'.
"Let's redefine success, focusing not on societal measures like getting just one more photo to feel beautiful, getting one more title to feel valued, making a little more money for a few more claps or likes, but most importantly, our worth to Christ, seeking fulfilment not in material things or accolades but in His presence," she wrote.
"How does what I do please God?' and 'am I more known for this achievement or title or accolade or for knowing and loving the Lord?"
The announcement told consumers to visit the brand's retail partners to purchase remaining products while stock lasts.
The closure message was also posted on Instagram alongside a video of an apron being thrown onto a kitchen surface.
Beauty Bakerie was backed by a number of investors.
Unilever Ventures led a US$3m seed round of investment in Beauty Bakerie in 2017, alongside 645 Ventures and Blue Consumer Capital.
