Everybody loves the Shark Tank moment—founders sweating, Sharks circling, the promise of overnight success. But let’s get real: the cameras cut, the applause fades, and only a few startups know how to turn TV fame into serious money and lasting impact. CAKES Body is one of the rare ones. These sisters didn’t just pitch—they hustled, took big swings, and forced their way into the multi-million-dollar club. Now let’s break down how Taylor Capuano and Casey Sarai actually did it, long after the tank lights shut off.
CAKES Body’s Pandemic Pivot: Betting It All When the World Stopped
Most people froze up when COVID hit. Not Taylor and Casey. They started CAKES Body with $5,000, right when the economy tanked and nobody wanted to take risks. There was no safety net, no hype machine, not even a proven market for high-end silicone nipple covers. Just a sharp bet on solving a real problem—a better, softer, non-sticky alternative to irritating pasties.
That’s real entrepreneurship. Not waiting for luck, but making the kind of moves that scare most founders away. I’ve seen too many founders sit on an idea, waiting for validation. Not these two. They built something from nothing and forced the world to pay attention.
Meet the Founders: Taylor Capuano & Casey Sarai—Brains, Backbone, and No Backers
Twin sisters Taylor Capuano and Casey Sarai are the engine behind CAKES Body. They built CAKES not because it was trendy, but because they were worried about job security and weren’t interested in playing it safe. Their edge? All hustle, zero entitlement. No venture capital, no sugar daddy investors—just grit, TikTok hustle, and homemade videos.
If you want to see how a real grassroots launch looks, study their early moves. When everyone else was running Facebook ads or blowing cash on unproven marketing, they doubled down on TikTok and organic growth. They listened to customers, lived the pain point, and got their hands dirty.
That prove-them-wrong chip on their shoulder? It turned CAKES from a tiny kitchen project into a name brand, fast.
Product Breakdown: Why CAKES Isn’t Just Another Knockoff
Let’s talk product—because this isn’t just another Amazon dupe or mass-market plasticky nonsense. CAKES Body makes medical-grade silicone nipple covers that use your own body heat to stick. No glue. Nothing harsh. Just soft, comfortable coverage in three shades, three sizes, and at a $30 price point.
Here’s why this matters: The market was crowded with cheap, sticky pasties that left women irritated, both physically and emotionally. CAKES fixed what everyone else ignored—sensitivity, wearability, and inclusivity. They designed Itty Bitty (8cm), OG’s (10cm), and (+) (13cm) to fit real bodies, not just models.
The $8 product cost leaves room for a real profit, not the razor-thin margins that sink so many DTC brands. That’s Bombas-level thinking—premium product, healthy markup, and a story tied to solving an actual problem.
Money Talks: The CAKES Body Net Worth & Revenue Story
Let’s pull back the curtain: before their Shark Tank episode on Season 15, sales were hitting $1 million a year, all powered by TikTok and word of mouth. No big ad agencies, no fancy PR contracts—just viral content and relentless energy.
By the time Taylor and Casey faced the Sharks, CAKES was on track for $5 million in 2023 sales and already profitable. In other words, their $5,000 start had become a multi-million dollar machine—before a Shark ever cut a check.
Post-Tank, the lift was even bigger. CAKES finished 2023 at nearly $10 million revenue, with strong repeats and growing loyalty. That’s not luck. That’s margin discipline, influencer chops, and brand honesty. The company runs lean, so every dollar in sales has real weight.
That valuation? It’s not just TV fluff—it’s built on numbers, not hope. SharkWorth, the business valuation site, put them at $6 million by the pitch, and that was likely conservative.
The Shark Tank Pitch: High Stakes, Real Risks, and No Easy Wins
Facing the Sharks, Taylor and Casey didn’t blink. They wanted $300,000 for 5%—a $6 million valuation. Some call that gutsy. I call it smart. If you’re going to put a price on your years of grind, don’t be shy.
The sisters came prepared. They had sales proof, profit, and a mission beyond just making money. The ask wasn’t greedy. It was calculated.
But the room got tense, quick. Mark Cuban and Robert Herjavec bowed out—admitting the space wasn’t their turf. Lori Greiner didn’t play ball. Kevin O’Leary went the Mr. Wonderful route: royalty deal, $1 a unit until recoup, then a cut. Classic pay me first move.
Emma Grede, who’s taken SKIMS and Good American to the moon, saw something different. She went right in—$300,000 for 12.5%, then 10% after a bit of back-and-forth. The sisters tried to counter at 8%, but Emma called the shots.
My take? They played the room well—kept their cool, fielded offers, and didn’t beg for crumbs. That’s how confident founders act.
The Real Deal: Why Emma Grede Closed—and Why the CAKES Sisters Chose Her
Let’s break it down. Emma Grede brings real muscle for women’s brands, and the CAKES team knew it. This wasn’t about getting the lowest equity offer. They could have taken Kevin’s royalty deal and watched their margins shrink.
Instead, Taylor and Casey bet on Emma’s playbook. The final deal—$300,000 for 10%—is real skin in the game for both sides. Emma has scaled lifestyle and fashion brands that speak to real women, not just Instagram models. Her connections, retail know-how, and ability to build tribes set her apart.
For CAKES, this was more than a boost of cash. It was a signal: we’re going pro, and we’re rolling with someone who knows exactly how to explode a relatable, DTC-first brand.
What Happened After Shark Tank? Did the CAKES Body Hype Convert?
Here’s where most Shark Tank stories fumble—the deal airs, orders spike, but six months later, the buzz is gone. Not here.
After their episode, CAKES didn’t just get a short-term sales rush. Revenue nearly doubled to $10 million in 2023. Their product went viral (again) on TikTok, and this time the Shark Tank halo made every post hit harder.
But the sisters didn’t rest. They used the exposure to move into community building, diversify their marketing, and start thinking omnichannel. No wild retail land-grab, just smart, steady expansion. No fairy tale, just relentless, gritty execution.
I’ve seen companies get too comfortable after a TV moment. These sisters? They kept the pedal down.
Social Impact: CAKES Body’s Money Isn’t Just Green
Let’s be real. Plenty of mission-driven brands talk a big game about giving back. Not many put six figures where their marketing is.
CAKES Body stands out. They donated over $300,000 to women’s health causes after their Shark Tank win. It’s not a PR play or some half-baked foundation. This is built into their DNA—as loud and proud as their branding.
This isn’t just customer acquisition fluff. It’s the kind of impact that lets you build a tribe, not just a list of buyers.
Entrepreneur Playbook: What You Can Steal from CAKES Body’s Success
Here’s the street-smart playbook every founder should steal from CAKES:
- Hustle beats hope. While most wait for a green light, the winners ship.
- Own your story. Customers buy authenticity, not polish.
- Margins matter. Ignore this and you’ll drown in overhead.
- Don’t hang your brand on one channel (trust me—ask any Facebook-Ads-addict founder from 2022).
- Community isn’t a buzzword—it’s why CAKES’ repeat rate keeps climbing.
- The right partner is worth the equity. Sometimes a “bigger” take now is a rocket ship later.
CAKES didn’t crack the code because they had the best tech or a Harvard MBA in the room. They moved fast, listened hard, and made real, raw choices. No luck, just hustle.
FAQs: The Straight Answers That Actually Matter
Is CAKES Body still in business after Shark Tank?
Yes, and business is booming. CAKES Body is not just alive—they’re thriving and scaling fast.
Who owns CAKES Body now?
Founders Taylor Capuano and Casey Sarai are still firmly in control. Emma Grede now owns a 10% slice.
What sets CAKES apart from cheap dupes online?
No irritating glue. No weird sizing. Medical-grade silicone, real comfort, and honest sizing for real bodies.
How much revenue has CAKES made since Shark Tank?
Nearly $10 million in 2023, up from $1 million pre-Tank. That’s rapid growth with staying power.
Did Emma Grede’s investment actually go through?
Yes. By all available reporting and follow-up, Emma Grede is an active investor and mentor at CAKES.
Can you buy CAKES in stores or only online?
Mainly direct-to-consumer on the CAKES website, but don’t be surprised if retail deals pop up soon.
What’s the current price and do they sell more than nipple covers?
Current price is $30 per pair. CAKES is expanding—check their site for new solutions and bundles.
How do CAKES compare with competitors for quality and comfort?
CAKES wins on comfort, fit, and real-world wear. The margins support quality—most rivals cut corners.
The Final Take: Flashy Pitches Fade, Hustlers Build Empires
Every season on Shark Tank, there’s another overnight success story. Most fade by the final credits. CAKES Body didn’t just get a deal—they built a playbook other founders should print out and pin to the wall.
Here’s the bottom line from SharkWorth and from a founder who’s played both sides of the table: Success isn’t what happens in front of the camera—it’s the grind, the pivots, and the guts to punch through the noise, long after the Sharks swim away. CAKES did it. Are you next?
