According to CNBC, twin sisters Taylor Capuano and Casey Sarai each invested $5,000 from personal savings in 2022 to start Cakes Body, a company creating silicone nipple covers designed to prevent chafing and visible bra lines. The business reached $1 million in revenue in its first year and exploded to approximately $95 million in net sales for the fiscal year ending in June 2024, representing nearly 10,000% growth in just three years. After a December 2023 appearance on ABC’s “Shark Tank,” the sisters secured a $300,000 investment from Emma Grede for 10% of the company, valuing Cakes Body at $3 million. The company has since amassed nearly half a million social media followers and has been profitable since 2022 despite being initially bootstrapped. This remarkable growth trajectory demonstrates how solving simple, everyday problems can create extraordinary business opportunities.
The Intimate Apparel Market Gets a Wake-Up Call
The explosive success of Cakes Body represents a fundamental shift in how consumers approach intimate apparel and wardrobe solutions. For decades, the market for nipple covers and similar products was dominated by established brands that treated these items as afterthoughts rather than primary products. Cakes Body’s approach of treating nipple covers as a premium, thoughtfully designed solution rather than a cheap accessory has created an entirely new category within the intimate apparel space. The company’s focus on quality materials and effective design has forced competitors to reevaluate their product offerings and pricing strategies across the board.
How Social Media Redefined Product Discovery
Cakes Body’s rapid ascent to nearly 500,000 social media followers highlights a crucial evolution in how consumers discover and validate intimate products. Traditional marketing channels for such personal items were historically limited, but platforms like TikTok and Instagram have created spaces where users can share authentic experiences with products that solve real problems. The company’s growth demonstrates how social proof and user-generated content have become more powerful than traditional advertising for products that address personal comfort and confidence issues. This shift has lowered barriers to entry for brands that genuinely solve consumer pain points while raising the stakes for established players who can no longer rely on brand recognition alone.
Winners and Losers in the New Market Reality
The $95 million in net sales achieved by Cakes Body represents revenue directly pulled from established players in both the intimate apparel and fashion tape segments. Companies that previously dominated the space with lower-quality, mass-produced alternatives now face significant pressure to improve their offerings or risk losing market share. The success also signals opportunity for adjacent product categories – if nipple covers can command premium pricing and generate nine-figure revenues, other overlooked wardrobe solutions may represent untapped markets. Established intimate apparel brands must now decide whether to develop competing products, acquire emerging players, or risk ceding this growing segment to agile newcomers.
The Premiumization of Everyday Solutions
Cakes Body’s success story reflects a broader consumer trend toward premiumization of everyday products that were previously treated as commodities. Where consumers once accepted mediocre performance from inexpensive nipple covers, they’re now willing to pay premium prices for superior solutions that actually work. This pattern mirrors what we’ve seen in categories like period products, basic skincare, and household essentials – when companies deliver genuine improvement over existing options, consumers respond with enthusiastic adoption and loyalty. The market has spoken clearly: quality trumps price when it comes to products that impact personal comfort and confidence.
What This Means for the Industry’s Future
The Cakes Body phenomenon suggests we’re entering an era where solving specific, overlooked problems can create billion-dollar opportunities faster than ever before. The combination of direct-to-consumer channels, social media amplification, and consumer willingness to pay for quality solutions has created a perfect environment for niche products to achieve massive scale. As reviews from reputable sources continue to validate the product’s effectiveness, the barrier for entry in similar categories lowers while consumer expectations rise. This success story will likely inspire a wave of innovation in overlooked product categories, particularly those addressing women’s specific needs that have been historically underserved by mainstream brands.
