CAKES body, the self-funded intimate apparel brand that skyrocketed from a startup to a $100 million business in just three years, has announced the appointment of Erica Culpepper, a longtime L’Oréal executive, as its first President. Culpepper’s arrival marks a defining moment for CAKES as it transitions from viral disruptor to global lifestyle brand. The company is aiming to expand beyond intimate apparel into adjacent beauty and lifestyle categories through strategy, innovation, and storytelling.
From L’Oréal to CAKES: A Powerhouse Leadership Move
Culpepper brings more than 20 years of industry experience from L’Oréal Groupe, where she held leadership roles across some of the company’s most renowned and fast-growing brands, including L’Oréal Paris, Maybelline New York, IT Cosmetics, and Carol’s Daughter. At L’Oréal, she was a driving force behind “Next Big Brands,” an internal accelerator that helped indie beauty disruptors scale globally. Her expertise in cross-category branding and viral innovation aligns…
with CAKES’ ambition to evolve from an e-commerce phenomenon into a mainstream cultural entity. “I’ve admired CAKES body since its early days — what started as a clever solution has evolved into a full-on cultural movement rooted in purpose, community, and simplicity,” Culpepper said.
“Taylor and Casey have built something truly special, and I’m thrilled to join forces to scale CAKES with heart, impact, and a bold vision for the future.” CAKES: From Scrappy Startup to Cultural Mainstay Founded by sisters Taylor Capuano and Casey Sarai, CAKES’ body began with a mission to create “boob solutions” that combine comfort, function, and inclusivity.
In under four years, it has become one of the most recognizable names in modern shapewear — ranking as the **#1 brand consumers associate with ‘boob solutions and generating 30% of online search results for “nipple covers.” Its bestselling lift-and-shape products have earned viral status on social platforms like TikTok, where CAKES has cultivated a vibrant community of millions of loyal fans.
Capuano and Sarai describe Culpepper’s appointment as a defining milestone in the company’s history. “From day one, we’ve built CAKES with…
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