CAKES Body on 'Shark Tank': What is the cost and how to buy no-adhesive silicon nipple covers
ALBANY, NEW YORK: Taylor Capuano and Casey Capuano Sarai, both from New York, will pitch their company, CAKES Body, on an episode of 'Shark Tank' Season 15 that will premiere on Friday, December 15, 2023. Following a "nipple freakout", the Albany County residents, who graduated from Bethlehem High School, came up with the idea for their non-adhesive nipple coverings.
Twin sisters and Bethlehem High School graduates Taylor and Casey will participate in ABC's 'Shark Tank' on Friday to promote their business called CAKES Body. In response to an embarrassing nipple freak out (NFO) on a treadmill next to Capuano's employer, the business created a comfy cover that can be worn while working out.
In the realm of fashion, aesthetics frequently take precedence over comfort and innovation. Casey and Taylor, the founders of CAKES Body, are on a mission to change that narrative.
Their path, from a humiliating meeting on a treadmill to an appearance on ABC's 'Shark Tank', demonstrates their commitment to tackling a global problem: the dreaded "Nipple Freak Out" (NFO).
What is CAKES Body?
Caseu and Taylor chose to confront the unsettling topic of NFOs front and center. The idea for CAKES Body came to Taylor following an unpleasant moment on a treadmill next to her employer.
This embarrassing event inspired them to design a comfy cover that could be worn while working out, and thus, CAKES Body was created.
CAKES Body got its start with a $5,000 investment from both co-founders, accompanied by a daring goal to create alternatives to standard bras that fit all body shapes. Their success is even more impressive because they began with no marketing budget, no social media following, and no investors.
Despite these obstacles, the dynamic couple worked relentlessly, and their efforts were rewarded. CAKES Body generated over $1 million in revenue by the conclusion of its first year, propelling it to the top 1% of Shopify sales in 2022.
Their ascent to notoriety was also aided by an effective use of TikTok, which allowed them to carefully grow their social media presence.
CAKES Body was founded at the height of the COVID-19 pandemic when the founders risked being laid off from their corporate positions. Instead of giving up in the face of hardship, they turned to their side hustle and transformed it into a thriving business.
CAKES Body's success has been built on its durability and flexibility.
Who are the founders of CAKES Body?
Taylor, a co-founder, earned a Bachelor of Science in Economics from St Lawrence University. She began working as a Community Mentor at the Center for Civic Engagement and stayed for nearly two years.
She then worked for Cosmopolitan Magazine before going on to Preston Marketing Concepts in 2013. She also worked at St Lawrence University for nearly two years as an Events and Publicity Coordinator. She also worked at MullenLowe as an Assistant Account Executive.
Taylor worked at Life is Good for nearly 7 years. Finally, in 2022, she and her sister established CAKES Body.
Casey earned a Certification degree from Cornell University and a Bachelor of Arts degree from Quinnipiac University. She began working as a Sales and Marketing Assistant for Preston Marketing Concepts.
For over two years, she worked as an on-premise account professional for Pernod Ricard USA. She later worked for Republic National Distributing Company for 8 months as their on-premise portfolio manager. Casey spent nearly 6 years with Pernod Ricard before co-founding CAKES Body with her sister.
As a tiny business, they recognize the importance of each supporter and recognize that their success is inextricably linked to the help they have received.
"I used to go to the gym with my coworkers in my workout top, and I’d throw the pads out, and it was super embarrassing working out with ‘nipple freakout’ with my boss right next to me on the treadmill," Taylor said on the 'Startup to Storefront' podcast earlier this year.
"So we designed the first seamless, reusable, washable insert designed specifically for workout and swim," Casey went on to explain.
Taylor stated that notifying friends and relatives about their business gave them a "massive boost of confidence" early on.
"Once you tell someone you’re doing it, it’s like, ‘Okay, I have to follow through. I’m gonna figure this out," she said on the 'Startup to Storefront' podcast. "And taking that leap was kind of a pivotal moment."
What is the cost and how to buy CAKES Body?
CAKES BOY offers silicon nipple coverings that adhere to the skin through natural body heat. They are reusable since they are constructed of medical-grade silicon.
They are available in three sizes: CAKES Itty Bitty (8 cm in diameter), CAKES OG (10 cm in diameter), and CAKES (+ (13 cm in diameter).
The CAKES are $30 a pair and come in three colors: honey, caramel, and cocoa. The product is currently available for purchase on their website.
On their social media, customers left mixed reviews, including, "I purchased these as they’re marketed as “no bra” comfort like a nip cover, but bigger, not as an insert to a bra to replace the insert that came with a bra. That’s ridiculous. When I tried to return them, they do not stand behind their product, they only partially refund, and , they want them as “gift”. I’m obviously unhappy with, give me all my money back.Shame on you."
While another user chimed in, "You have the best product on the market! And it’s not icky sticky like those other brands."
Another added, "I wore my cakes for the first time today. They’re great, I forgot I even had them on. Best product ! Congratulations 🎈."
A fourth user wrote, "Cakes is a game changer. I’ve done 2 videos on YouTube so far mentioning CAKES because they are amazing!!!"
Where is CAKES Body now?
With no marketing budget, no social media following, and no investors, the twin sisters launched the company with a $5,000 investment from both of them. CAKES Body had reached $1 million in revenue at the end of its first year, rose to the top 1% of Shopify sales in 2022, and developed its social presence utilizing TikTok.
Taylor and Casey started CAKES Body when they were about to be let off from their corporate jobs and needed a side business during the peak of COVID-19 quarantine.
By the end of 2023, the business expects to generate eight figures in yearly sales, give over $300,000 to women's health organizations, and top it all off with a 'Shark Tank' visit on Friday.
Who will steal the deal?
If any Shark makes an offer, we believe it will be Emma Grede. She is the only Shark on the panel who can provide value to this company.
Lori Greiner has already invested in silicon-based businesses, so we may see her collaborate with Emma. The fact that the product is not proprietary may dissuade the sisters.
Because Amazon is cluttered with comparable things, any discount might be gone before the episode ends.
'Shark Tank' Season 15, Episode 9, airs on ABC on Friday, December 15, at 8 pm ET. Catch the latest episode featuring products like The Pocket Panty, Rebel Cheese, Fly With Wine, and CAKES Body.
For those who miss the episode, it will be available on demand the following day and on Hulu. Additionally, viewers can explore past seasons and episodes on Amazon Prime Video and iTunes.