$28M from Nip Covers?!
April 23, 2025
1. Who is Cakes Body, and what are the numbers behind their growth?
Cakes Body, founded by twin sisters Taylor Capuano and Casey Sarai, officially launched in January 2022 with an initial inventory of 500 units. In December 2023, Cakes Body appeared on Shark Tank Season 15, securing a deal with Emma Grede for $300,000 in exchange for 10% equity. This exposure further propelled their growth.
Timeline of Cake Body’s growth:
Jan 2022 – Cakes Body is founded with their flagship product: medical-grade silicone nipple covers.
May 2022 – Organic video became viral.
Dec 2023 – Launched on TikTok Shop.
Jan 2024 – Viral content sparked a major sales surge within weeks.
Jun 2024 – Hit $1M in weekly GMV.
Jul 2024 – “Breast stickers” topped TikTok’s US sales charts: 8K units and $230K in a day.
Jul 2024 – Announced plans for retail + global expansion.
Mar–Apr 2025 – Maintained momentum with $2.5M GMV in 30 days and $82K daily average.
Best-selling product on TikTok Shop: CAKES circles (non-adhesive nip cover) with $1.04M in revenue generated in the first 20 days of April alone.
Key numbers since their launch on TikTok Shop:
Total Revenue: $28.89 million
Total Sales Volume: 926.1K units
Number of Products/SKUs: 9
Relevant Videos: 15.2K
Relevant Influencers: 6.2K
Shop units sold in last 30 days: 78.6K units
2. Winning strategy: What sets them apart?
Trend-Driven Product Innovation
Cakes Body’s flagship product, the “Grippy Not Sticky” nipple covers, capitalized on the “No Bra” movement, which has amassed over 830 million views on TikTok. These medical-grade silicone covers adhere using body heat, offering a comfortable alternative to traditional bras. Their inclusive range of skin tones and sizes further broadened their appeal.
High-Volume Content and Affiliate Marketing
The brand leveraged a robust content strategy, including hosting up to 120 livestreams in a single day through collaborating with over 6,000 creators. This approach not only increased visibility but also drove significant sales. For instance, a video by creator @sam_joness_ garnered 5.4 million views, resulting in over 3,000 units sold and $87,000 in revenue.
Authentic, Organic Content Creation
Founders Taylor and Casey Capuano emphasized organic content over polished advertising. By encouraging a “post without approval” culture, they produced approximately 100 pieces of content monthly, fostering authenticity and rapid engagement. This strategy contributed to achieving $1 million in sales within their first year, without any paid advertising. But slowly, in 2023, they started paid ads on Meta platforms as well.
3. Takeaways for brands
✓ Lo-fi > overproduced: Their breakout moments came from raw, relatable content—not polished ads. TikTok-native videos (like founders being goofy or showing behind-the-scenes moments) consistently outperformed high-budget ones.
✓ Speed beats perfection: Cakes Body scaled fast by posting more than once day and skipping lengthy approvals. This let them move with the algorithm and tap into trending formats in real-time.
✓ Affiliate + bundle = magic loop: They combined TikTok Shop’s affiliate engine with irresistible bundle promos. Creators had a strong incentive to post, and shoppers felt urgency to convert.
✓ Repurpose what works: They let TikTok content guide creative for Meta and Google ads. Their team used best-performing organic videos to fuel cross-platform performance.
4. The Future: What’s next for Cakes Body?
Cakes Body shows no signs of slowing down. The viral brand is making bold moves beyond TikTok Shop turning viral hype into long-term growth.
In fact, a new product drop is set for April 22, as this newsletter hits your inbox.
With its hyper-engaged community, creator-first strategy, and innovative product offerings, Cakes Body is positioning itself as a major player in both the beauty and retail spaces.
As they continue to build momentum, their TikTok Shop presence will be just the beginning of their empire.
Sources:
All data were accessed on April 21, 2025
https://www.glossy.co/fashion/viral-brand-cakes-bodys-advice-for-tiktok-success-dont-approve-content
https://www.nytimes.com/wirecutter/reviews/cakes-nipple-covers-review/
https://www.tikmeta.com/en/blogs/tiktok-shop-data-report-the-rise-of-cakes-body
https://www.axios.com/pro/retail-deals/2024/07/29/cakes-body-retail-international-expansionhttps://www.tiktok.com/@taylorcapuano1/video/7099138841734434091
https://www.adexchanger.com/marketers/how-one-dtc-startup-is-de-risking-its-business-as-it-prepares-for-a-potential-tiktok-ban/
https://www.shoplus.net/shop/detail/7495287105357974079https://www.gloda.vip/en/analysis/shop/detail/7495287105357974079
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