#United States #Los Angeles #Ulta Beauty #CAKES body #Hype Girls

CAKES body Sets Foot in Ulta Beauty: A New Era Begins

Los Angeles, August 14, 2025 — The innovative undergarment brand, CAKES body, is making a significant leap into the retail sector with its debut at Ulta Beauty. This marks an exciting time for the $100 million brand, known for its groundbreaking solutions for women's undergarments, as it prepares to unveil its products in physical stores for the first time on August 17.

CAKES body will roll out its sought-after grippy products, including the grippy Circles and grippy Triangles, in shades like Honey, Caramel, and Cocoa in over 1,000 Ulta locations across the United States. This move is a strategic expansion following CAKES body’s successful online presence, which skyrocketed after their notable appearance on Shark Tank and their viral success on TikTok Shop, where they became the top-selling SKU in their category in 2024 with over four million units sold.

A Deliberate Shift to Physical Retail

According to Casey Capuano-Sarai, co-founder of CAKES body, the decision to transition into retail wasn't made lightly. “We’ve built this brand with intentionality and community at the forefront. It was crucial for us to partner with someone who shares our values and can bring the CAKES experience to life in physical retail for the first time,” she explained. “Ulta was the perfect fit.”

The partnership with Ulta Beauty is based on their aligned values of fostering community, building customer loyalty, and creating authentic narratives. Ulta has built a reputation for its robust loyalty program, which drives more than 95% of its sales, resulting in some of the highest retention rates in retail. In similar fashion, CAKES credits their rapid growth to their brand advocates, known as Hype Girls, who form a movement based on authenticity and representation.

Earlier this summer, CAKES body reinforced this approach with its first out-of-home campaign that showcased friends, neighbors, and Hype Girls — not professional models — on billboards nationwide.

Redefining the Retail Experience

“From day one, Ulta has embraced this partnership with a collaborative spirit. They were eager to do more than just stock products; they wanted to co-create something fresh and engaging,” noted Taylor Capuano, another co-founder of CAKES body. This partnership is setting a new precedent in the retail industry by merging the dynamic elements of social storytelling with traditional in-store shopping.

The launch will also introduce enhanced customer experiences, such as:

• - Same-day delivery and local pickup through Ulta’s extensive network.
• - In-store availability of CAKES’ flagship products.
• - A seamless omni-channel experience focused on speed, accessibility, and engaging community interactions.

Ulta is also incorporating CAKES' social selling expertise into its digital platforms, ensuring a smooth transition for customers moving from online inspiration to in-store purchases.

Launch Event and Future Outlook

To celebrate this groundbreaking launch, CAKES body and Ulta Beauty will host an exclusive event on August 26 at Casita Hollywood, Los Angeles, from 4 PM to 7 PM PST. The event promises an immersive brand experience for fans, Hype Girls, and media representatives to witness first-hand the vibrant community surrounding CAKES.

For those eager to discover more about CAKES body’s innovative approach and product offerings, information is available at cakesbody.com and via social media platforms TikTok and Instagram (@cakesbody).

About CAKES body

CAKES body is a trailblazer in women's undergarment solutions. Remarkably, the self-funded start-up has skyrocketed from inception to $100 million in just three years, with over $1 million donated to women's health initiatives. Founded by sisters Taylor Capuano and Casey Sarai, CAKES body stands committed to enhancing the lives of women through its products and workplace environments.