Observed Signal · Sep 22, 2026 · Product Launch · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Cakes Body Founders Launch Cakes Media Entertainment Division
Cakes, a nipple cover company founded by twin sisters Taylor Capuano and Casey Sarai, is pivoting from social selling to entertainment with the launch of Cakes Media. The new company will produce a feature-length documentary, 'Viral: The New American Dream,' premiering on September 22, 2026, and aims to create long-form series and creator-led content. The documentary, filmed during 2024-2025, chronicles the brand's growth, viral success, and personal loss. Caley Wildermuth, formerly of Red Bull, has joined as head of content, expanding the media ambitions. The strategy focuses on organic social media storytelling and building brand affinity, with plans for further original content and a social-first reality show.
Brand pivot to media, but impact on AdTech is indirect and niche.
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Key Takeaways & Evidence Grounding
- Cakes Media is a new entertainment and media company launched by Cakes Body founders.
- Documentary 'Viral: The New American Dream' premieres on September 22, 2026, on YouTube.
- Caley Wildermuth, ex-Red Bull, joined Cakes Media as head of content.
- Cakes Body generated over $100 million gross in three years.
- Founders appeared on Shark Tank, received a $6 million valuation, and accepted investment from Emma Grede.
Connected Companies & Entities
“Caley Wildermuth, formerly of Red Bull, joined Cakes Media as head of content.”
“Emma Grede, founding partner of Skims, invested in Cakes on Shark Tank.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Cakes Body Launches In-House Media Studio Cakes Media
Beauty brand Cakes Body, known for its founder-led TikTok virality, has launched its own entertainment company, Cakes Media, to bring brand marketing in-house and operationalize virality. The company grossed $100 million in sales since launching in 2022. Cakes Media aims to create social-first content and owned media for digital and streaming platforms, with a focus on long-form documentary-style episodes repurposed for short-form content. The studio is funded from the brand's top-of-funnel marketing budget. The move reflects a broader trend of brands building in-house studios to earn attention through entertainment rather than traditional advertising.
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