CAKES body expands into Ulta Beauty and Revolve as sales top $100 million

CAKES body is widening its retail footprint with an expanded Ulta Beauty presence and an upcoming Revolve launch as the social-first brand pushes beyond direct-to-consumer channels. The company says the move follows more than $100 million in gross sales and growing demand for its bra alternatives and invisible essentials.

Why it matters: - CAKES body is moving from social commerce into broader retail, a shift that can turn online demand into shelf space and new customer reach. - The expansion gives the brand a bigger national platform as shoppers continue looking for alternatives to traditional bras and undergarments. - The company is also signaling that its next growth phase will lean on retail and marketplace distribution, not just TikTok and direct-to-consumer sales.

What happened: - CAKES body announced an expanded presence at Ulta Beauty and an upcoming launch at Revolve. - The company said the Ulta Beauty rollout is the first phase of a larger expansion. - CAKES body was founded in 2022 by twin sisters Taylor Capuano and Casey Sarai with $10,000 in personal savings. - The brand says it has generated more than $100 million in gross sales.

The details: - CAKES body built its business through organic social content, creator partnerships and customer feedback. - The brand says it has become a top 1% TikTok Shop brand and sold more than 1.5 million products through the platform. - Select sizes and shades of the CAKES CLEAVAGE BRA are now available in Ulta Beauty stores. - The full size range of the CAKES CLEAVAGE BRA is available on Ulta.com. - The CAKES TAPE Kit is also available on Ulta.com. - An in-store launch for the CAKES TAPE Multi Length Strip Kit at Ulta Beauty is set for October 4. - The CAKES CLEAVAGE BRA costs $46 and comes in Honey, Caramel and Cocoa. - The CAKES TAPE Multi Length Strip Kit costs $48 and comes in Honey, Caramel and Cocoa. - The expanded Ulta Beauty presence follows sales momentum during 21 Days of Beauty, when CAKES’ Grippy & Sticky Circles and Triangles sold through. - CAKES will launch at Revolve as part of its entry onto the fashion and lifestyle platform. - The Revolve launch will introduce CAKES’ boob solutions and invisible essentials to a new audience and position the products for occasion wear. - CAKES said additional national retail and marketplace partnerships are planned for 2027.

Between the lines: - The retail push suggests the brand is trying to convert community-driven product demand into a more durable omnichannel business. - The Ulta and Revolve deals also broaden CAKES body beyond its core social-first audience and into beauty and fashion retail environments. - The company’s messaging ties growth directly to customer feedback, which has become part of the brand identity and a sales strategy.

What's next: - CAKES body said further product expansion in Ulta Beauty will happen in 2027. - The company also plans more national retail and marketplace partnerships in 2027. - The Revolve launch will extend the brand’s reach beyond its direct-to-consumer roots.

The bottom line: - CAKES body is using retail to scale a business that was built online, and the next test is whether that demand holds in stores as well as on social media.