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The dessert brand sets its sights on becoming a lifestyle brand by expanding its licensing program and launching beauty products in 2025.
December 6, 2024
By: Lianna Albrizio
Associate Editor
The beauty industry just got sweeter.
Dessert brand Sprinkles Cupcakes is taking its colorful cupcake business into the world of color cosmetics.
As the brand readies for a metaphorical confetti shower in celebration of its 20th year in business in 2025, they’ve got lofty goals of becoming a lifestyle brand, with plans to expand its licensing program to launch beauty products.
According to a press release, the brand says it’s leveraging its brand equity, track record for innovation and Millennial and Gen Z following to strengthen its position as a global lifestyle brand across beauty in addition to other categories includes home, kids, apparel, food and beverage and more.
“Lifestyle is a high-potential space for Sprinkles, and this expanded licensing program will allow us to collaborate with best-in-class partners to deliver innovative products that resonate with our core millennial and Gen Z audiences,” said Justin Murakami, president and chief operations officer of Sprinkles. “This move supports our vision of becoming a global lifestyle brand and highlights our ability to inspire joy and connection far beyond the bakery.”
Check back on Happi for this developing story.
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