CAKES body Debuts at Ulta Beauty, Marking Its First-Ever Retail Launch

Grippy SKUs Now Available Nationwide in 1,000+ Ulta Stores Starting August 17

LOS ANGELES, Aug. 14, 2025 /PRNewswire/ -- CAKES body, the $100 million viral brand known for innovating in women's undergarment solutions, today announced it is officially stepping into brick-and-mortar retail with its launch in Ulta Beauty stores nationwide on August 17. The debut will bring CAKES' signature grippy Circles and grippy Triangles – in shades Honey, Caramel, and Cocoa – to more than 1,000 Ulta locations across the U.S.

This marks CAKES body's first foray into physical retail, a milestone moment for the lean, social-first brand that has scaled rapidly online since its breakout appearance on Shark Tank and viral dominance on TikTok Shop, where grippy CAKES became the #1 SKU in their category in 2024, selling more than four million units to date.

"Going into retail is not something we've taken lightly," said Casey Capuano-Sarai, co-founder of CAKES body. "We've built this brand with intentionality and community at the forefront, and it was important to us to find a partner who shares those values and could bring the CAKES experience to life – in brick-and-mortar retail – for the first time. Ulta is the perfect partner to make that happen."

The decision to partner with Ulta Beauty was driven by aligned values around community, customer loyalty, and authentic storytelling. As a leader in beauty retail, Ulta has consistently emphasized the power of its loyalty program, which accounts for 95%+ of its sales and drives one of the highest retention rates in retail. Similarly, CAKES attributes its rapid growth to its Hype Girls – thousands of everyday customers and brand fans who've fueled a movement rooted in realness and representation.

Earlier this summer, CAKES doubled down on that ethos with its first-ever out-of-home campaign, featuring friends, neighbors, and Hype Girls – not professional models – on billboards across the country.

"From the start, Ulta has approached this partnership with a collaborative spirit," added Taylor Capuano, co-founder of CAKES body. "They didn't just want to stock shelves; they wanted to co-create something new. Together, we're reimagining what retail can look like when social-first storytelling meets in-store discovery."

The partnership will blend CAKES body's digital prowess with Ulta's national retail and fulfillment network, offering:

• Same-day delivery and local pickup through Ulta's network
• In-store access to the brand's hero products
• A unified omni-channel experience designed around speed, accessibility, and community engagement

Ulta also plans to integrate CAKES' expertise in content creation and social selling into its digital experience, offering customers a seamless transition between inspiration online and purchase offline.

To celebrate the launch, CAKES body and Ulta will host an exclusive launch event on August 26 at Casita Hollywood in Los Angeles from 4-7 PM PST, bringing together Hype Girls, fans, and the press for an immersive brand experience.

For more information, visit www.cakesbody.com or follow along on TikTok and Instagram @cakesbody.

About CAKES body™
CAKES body is a leading innovator in women's undergarment solutions. The self-funded start-up has grown from $0 to $100 million in three years, has donated over $1 million to women's health causes, and amassed a community of millions of customers. Founded by sisters Taylor Capuano and Casey Sarai, CAKES is committed to creating products — and workplaces — that make life better for women everywhere.

Media Contact:
Scott Cianciulli
The Plunkett Group
[email protected]

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SOURCE CAKES body