CASE STUDY: CAKES Body
From Dinner Conversation to a $100M Viral Brand
CAKES Body is a female-founded brand by sisters Taylor and Casey Capuano, redefining how women experience comfort, confidence, and sustainability. In just three years, the company has generated over $100 million in sales, built an expansive global community, and set a new standard for innovation in the intimate-wear category.
What began as a frustration with poorly designed sports-bra pads evolved into the world’s most sustainable, silicone-free nipple cover, engineered for comfort, inclusivity, and reusability.
This is the story of how one strategic dinner and a viral content blueprint helped spark CAKES Body’s meteoric rise on TikTok—paving the way for record-breaking sales, retail expansion, and cultural impact.
The Challenge
In its early stages, CAKES Body had a brilliant product and a powerful mission—but limited visibility. The founders sought to:
- Break through on TikTok as a new, relatable, female-led solution brand.
- Position themselves as Shark Tank-ready by building a digital presence investors couldn’t ignore.
- Drive direct-to-consumer sales and establish the brand as a market disruptor in an overlooked niche.
Despite having a revolutionary product, the brand needed a clear viral-growth strategy to translate their authenticity into social-media traction.
The Consultation
Three years ago, I met with co-founder Taylor for what began as a casual dinner—one that turned into a 2.5-hour strategic TikTok consultation.
During that session, I delivered a comprehensive viral-content blueprint, detailing:
- Exactly what styles of videos to produce (face-to-camera storytelling, product demonstrations, before-and-after transformations).
- How to hook viewers within the first 3 seconds.
- Posting cadence, caption psychology, and use of trending audios.
- How to leverage the founders’ personalities as part of the brand story to humanize the product.
- How to position the company for Shark Tank consideration and eventual TikTok Shop dominance.
That same week, Taylor implemented the strategy—and her first batch of videos went viral within days.
Implementation & Collaboration
Following the initial consultation, I partnered with CAKES Body through my agency to produce dozens of UGC videos designed for TikTok and paid media.
Leveraging my personal following of 600K+ loyal fans, I helped build immediate social proof and brand awareness.
This partnership contributed to:
- Rapid acceleration in TikTok Shop sales.
- A surge in brand mentions and user-generated buzz.
- CAKES Body becoming one of the top-performing TikTok Shop brands of its time.
The brand’s viral momentum laid the foundation for sustained growth, investor confidence, and expansion beyond digital channels.
Cakes Body
Results
CAKES Body’s growth since that pivotal dinner has been nothing short of extraordinary:
- Viral Social Brand
- Loyal & engaged community
- Founder awareness & storytelling
- Leading Brand in boob solutions
Impact
From a single dinner consultation to an industry-defining success story, CAKES Body’s journey demonstrates the power of authentic marketing, social storytelling, and strategic virality.
By merging innovation with purpose—and social impact with humor and relatability—the brand has transformed into a global movement championing women’s confidence, comfort, and care.
As a Founder & Fan of Cakes Body I am so excited for their incredible future.