Beauty brand Cakes Body is betting that it’ll maintain its viral momentum by bringing some of its brand marketing in-house.
The TikTok viral brand launched its own entertainment company called Cakes Media last week to “operationalize virality in a way that makes our overall business more profitable,” said Taylor Capuano, co-founder and chief creative officer at Cakes.
Cakes Body founders (and twin sisters) Capuano and Casey Sarai largely built their business through founder-led storytelling and TikTok viral videos rather than spending on traditional brand marketing. The company, which appeared on Shark Tank, launched in 2022 and grossed $100 million in sales in three years. Cakes has taken over social media feeds with its own founder-led social media content, creator content becoming popular, similar to brands like Bogg Bag or Stanley. (Read Cakes Body’s advice for TikTok success here.)
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.