Nowadays, companies rely heavily on social media platforms for sales and CAKES Body has surpassed a million-dollar valuation thanks to the power of TikTok. Entrepreneurs Taylor and Casey Capuano’s business sell nipple covers and closed a deal with Emma Grede. Today, CAKES Body is worth an estimated $3 million.
The Capuano Sisters
Identical twins from Albany, New York, Taylor and Casey had different academic backgrounds yet parallel interests in account management and marketing, the twins converged on a common entrepreneurial goal.
After college, Taylor worked as an account executive at JetBlue and marketing executive at Life is Good. Casey held similar roles at Pernod Ricard but they both quit their jobs in October 2022 to go all-in. Their shared dissatisfaction with conventional sports bras sparked a creative brainstorming that led to the inception of their business in 2016.
Initially called Nipple Armor, the sisters received a cease-and-desist order from a major sports brand, which threatened to derail their dreams. However, adversity only fueled their determination.
Launching CAKES Body
Their flagship product, a revolutionary type of nipple cover crafted from 100% silicone to eliminate skin irritation, was an instant hit. With limited resources, they could only afford an initial batch of 500 units, which sold out rapidly in early 2022.
The brand’s explosive growth is a story of strategic social media engagement. Initially focusing on Instagram, Taylor’s foray into TikTok was a game-changer. The Hype Girl Program, collaborating with influencers, not only amplified brand visibility but also significantly boosted sales, yielding an impressive $1 million in revenue from a modest $5,000 investment.
After Shark Tank
The sisters’ appearance on Shark Tank marked a pivotal moment in CAKES Body’s journey. Although the brand was already famous on social media, 24 hours after the episode aired the company did triple its usual sales according to the Daily Voice. Also, the deal with Emma Grede has already closed and they are expecting to do $5 million in sales in 2023.
Anticipating this, the entrepreneurs astutely stocked up inventory levels and smartly offered a 20% discount on their website, CakesBody.com. You can manually search it online or access it through Taylor Capuano’s TikTok account.
You can choose between three sizes of nipple covers: CAKES Itty Bitty (AA-A cups), CAKES OG (B-DD cups), and CAKES + (DDD+ cups). All sizes are available in three shades and cost $30 for each pair. Currently they have seven verified 5-star reviews on their website. On the other hand, negative reviews on Reddit highlight the challenge of getting the nipple to stick.
The company donates a dollar to women’s health causes for every product sold. So far, they’ve given away over $300,000. The founders are doubling down on campaigns like these because they work. It will be tough for the girls to maintain sales without relying too much on social media traffic. The brand already has over 50,000 followers on Instagram and has no trouble getting attention online.