Beauty / news
Cakes Body Brings Virality In-House With Launch of Cakes Media
The TikTok-native beauty brand has formed its own entertainment arm, Cakes Media, to convert paid social reach into a permanent, brand-owned audience. Its first release, a 57-minute YouTube documentary, has drawn more than 371,600 views.
Cakes Media arrived last week as an in-house division of Cakes Body, the beauty label that built its following largely through founder-led posts rather than paid brand campaigns. Co-founder and chief creative officer Taylor Capuano said the goal is to make the company's viral output work harder for the wider business.
The brand was started in 2022 by twin sisters Capuano and Casey Sarai, who appeared on Shark Tank and grew Cakes Body to $100 million in sales across three years. Its feed-driven popularity has drawn comparisons to breakout consumer names such as Bogg Bag and Stanley, which similarly rode creator and community content to wider recognition.
To staff the new operation, Cakes hired former Red Bull executive Caley Wildermuth as head of content. Cakes Media is intended to produce social-first programming built for digital and streaming platforms, extending the brand beyond the short videos that first made it known.
Its debut release was a 57-minute documentary posted to YouTube last week, which has since collected more than 371,600 views. Longer episodes are planned as source material that can be cut down and redistributed as clips across short-form channels.
The move reflects rising costs for paid TikTok views, which the company said have pushed it toward building an owned audience it controls rather than renting reach on third-party platforms.