Beauty brand Cakes wants to turn its TikTok virality into an owned media strategy
Cakes is launching Cakes Media to shift from paid TikTok views to a permanent, brand-owned audience as ad costs climb.
Beauty brand Cakes Body has decided to harness its viral success by establishing an in-house marketing arm. The TikTok sensation recently launched its own entertainment company, Cakes Media, with the aim of "operationalizing virality to boost profitability," according to Taylor Capuano, co-founder and chief creative officer at Cakes.
The company's founders, twin sisters Capuano and Casey Sarai, have primarily grown their business through their own storytelling and viral TikTok videos, rather than relying on conventional brand marketing. Cakes Body, which made its debut in 2022, achieved $100 million in sales within just three years. The brand has captured attention on social media through its founder-led content and creator collaborations, similar to other successful brands like Bogg Bag and Stanley.
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