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 intentionality, scrappiness, and community at the core,” said Capuano. “Erica brings the perfect blend of creative vision, operational rigor, and a dash of that entrepreneurial delulu — the fearless optimism that turns bold dreams into reality. Together, we’re expanding what CAKES stands for — from redefining boob solutions to unlocking new expressions of comfort, confidence, and self-care across lifestyle and beauty.”
A Defining Milestone for a Self-Funded Brand
CAKES’ growth story is remarkable not just for its speed but also because it has remained entirely self-funded. The company has donated over $1 million to women’s health causes, underscoring its community-driven ethos. Co-founder Casey Sarai emphasized that Culpepper’s appointment is about scaling sustainably without diluting the brand’s identity: “We started CAKES to make women’s lives better — through our products, our workplace, and our community. Erica not only shares our values, she brings the kind of global experience that will cement CAKES as a household name in the intimate apparel space.”
Culpepper’s arrival comes as the brand prepares for significant expansion across physical retail and international markets. Her immediate focus will include strengthening customer retention, scaling product innovations, and executing global partnerships. Analysts say CAKES’ next chapter will see it replicate the “category creation” playbook that propelled disruptors like Spanx, SKIMS, and Savage x Fenty — but with a distinctive emphasis on purpose and inclusivity.
Redefining Intimates Through Innovation and Authenticity
CAKES has carved out its position by simplifying what it calls “the modern boob solution.” The company disrupted traditional undergarments with minimalist designs built on comfort-first engineering rather than compression or sex appeal. This authenticity-first approach mirrors larger consumer shifts in the fashion and beauty industries toward functional self-expression and body-neutral branding — core themes identified in Deloitte’s 2025 retail outlook and NPD’s consumer sentiment data.
Culpepper’s track record of brand innovation and inclusivity — particularly through her work with founder-led, multicultural brands like Carol’s Daughter — positions her as a pivotal leader in guiding CAKES’ mission-driven expansion beyond apparel. Under her leadership, the company aims to evolve into a lifestyle ecosystem spanning beauty, personal wellness, and digital community engagement.
Future Outlook: Scaling with Heart and Purpose
Industry observers see CAKES’ appointment of a high-profile industry veteran as a bold yet strategic move for sustained growth. The brand’s founders will continue to run creative and community engagement, while Culpepper focuses on operational excellence, retail entry strategies, and international expansion.
