How CAKES Body Turned a Niche Product Into a $50M TikTok Sensation

By now, plenty of small brands have tried to “make it” on TikTok — but few have done it as fast or as decisively as CAKES Body. In just two years, the brand went from near anonymity to selling millions of units of a single product: an invisible adhesive bra that TikTok creators can’t stop talking about. The result? Over $10M in their first year, projections topping $50M GMV this year, and a place on TikTok Shop’s top-five seller list every month since June.

So how does a bootstrapped brand with no celebrity endorsement and no sprawling product line pull that off? Let’s break it down from a creator’s perspective.

A Wedding, a Wardrobe Malfunction, and an Idea

CAKES Body began in 2022 with two sisters — Taylor Capuano and Casey Capuano Sarai — and one awkward moment. During a wedding fitting, Taylor realized there wasn’t a single invisible bra on the market that was both comfortable and reliable. Everything she bought either lost adhesion mid-wear, smelled like industrial silicone, or didn’t sit naturally under clothing.

That experience led the sisters to dive deep into the adhesive bra category. They found a surprising opportunity: most products relied on food-grade silicone or adhesive fabrics, which lacked lift, durability, or comfort. A small handful used medical-grade silicone — but with limited SKUs, poor branding, and higher price points, none had broken through as a category leader.

Their bet? Build a 100% medical-grade silicone product, price it to win early adopters, and position it as the premium-but-accessible option.

Data First, Product Second

Before committing, the sisters ran the numbers:

• In France, 6% of women already go braless.

• Among women aged 16–25 across Europe, 13% had ditched traditional bras altogether.

• The hashtag #NoBra had surpassed 600M views on social media.

For them, it wasn’t just a fashion shift — it was a lifestyle trend waiting for a product that could bridge comfort, support, and style.

Early Missteps: When Ads Aren’t Enough

CAKES Body launched through their DTC site and e-commerce platforms, relying on Facebook ads. The problem? Low brand recognition, a single product, and limited budget meant click-through didn’t convert. Without a strong story or community, paid ads felt like shouting into the void.

They needed an organic platform where storytelling could drive trust — and where creators could demonstrate the product in ways a banner ad never could.

TikTok: The Turning Point

TikTok was the obvious answer. Instead of polished campaigns, the sisters committed to posting 3–5 short videos daily, split between two accounts:

• @cakesbody (brand focus)

• @taylorcapuano1 (founder-as-face-of-brand)

They kept each clip laser-focused on grabbing attention in the first three seconds and leaned into founder-led storytelling, side-by-side product comparisons, and user-generated reposts. Within months, they’d grown to over 2M followers between the two accounts.

The Video That Changed Everything

In June 2024, Taylor posted a comparison between CAKES and other adhesive bras, explaining that CAKES uses no harsh adhesives and instead activates stickiness with body heat — all while lifting naturally and staying put during movement. She ended by noting that $1 from every sale goes to women’s health causes, with over $1M donated in under two years.

The results:

• 19.9M views

• 774K likes

• 6K+ comments

• 20K+ units sold (over $670K GMV) from one video

Scaling Through Creators

After proving the founder-led content model, CAKES Body doubled down on TikTok’s KOL/KOC ecosystem, focusing on beauty, fashion, and active lifestyle niches.

• KOL Example: @itsmekelsc (320K followers) posted a try-on explaining that even as a mom of three, she saw visible lift and comfort from CAKES. Result: 3.2M views, 234K likes.

• KOL Example: @realteareviews (186K followers) wore a white top to show CAKES’ invisible fit compared to competitors. The visual was so striking the video hit 11M views and nearly 110K shares — massive viral reach for a niche product.

At peak, CAKES Body partnered with ~680 creators in a single month, amplifying brand presence across thousands of organic posts.

The Creator’s Takeaway

From a creator’s perspective, CAKES Body offers a perfect storm:

1. A visually demonstrable product that can be proven on camera in seconds.

2. A founder-led brand story that’s relatable and authentic.

3. A viral-friendly category tied to ongoing social trends (#NoBra, summer fashion).

It’s no wonder their hashtag #cakesbody now hosts over 3,910 creator videos.

InsMark Recap

CAKES Body didn’t just sell a bra — they sold a movement. By identifying a cultural shift, owning a clear point of product differentiation, and letting both founders and independent creators tell the story, they built trust before they scaled. For creators, it’s a masterclass in how to partner with a brand that already has organic momentum — where your content doesn’t just sell, it becomes part of the brand’s lore.