How CAKES Body is Using Its Viral Success to Accelerate Lifesaving Research

The brand has committed $250,000 to BCRF to support Dr. Laura van ‘t Veer’s research

When sisters Casey and Taylor Capuano were creating what would become the Internet’s favorite reusable silicone nipple covers, they just initially set out to design something better than the one-size-fits-some pads that come with many sports bras.

After they launched CAKES nipple covers in 2022 though, some unexpected customer feedback started rolling in.

“We quickly started hearing from women going through reconstruction that CAKES changed their lives. We were blown away,” Taylor said. “The stories from our inspiring customers facing breast cancer helped us realize the depth of our brand and the opportunity to help women through our solutions.”

Since CAKES Body launched with just $10,000 of the sisters’ own money and no Internet footprint, it has grown into a multimillion-dollar brand with an audience of more than 3 million people on TikTok. So much of the brand’s explosive growth on social media was fueled by loyal customers-turned-brand-evangelists, including breast cancer thrivers looking for post-treatment solutions like the brand’s signature “CAKES circles” and “CAKES with nips,” which launched during Breast Cancer Awareness Month.

Since day one of CAKES, the brand has donated more than $2 million to breast cancer causes, and in 2024 the brand became a BCRF partner. To kick off the partnership, CAKES is committing $250,000 to research this year. With every purchase, $1 is donated to breast cancer research and support through trusted organizations including BCRF.

“BCRF’s mission to end breast cancer—by funding research—strongly aligns with our mission and community of supporters,” Casey said. “While we understand the importance and necessity of awareness campaigns, we admire BCRF’s commitment to ultimately ending breast cancer through research. As an organization with a deep focus on finding solutions to the world’s ‘boob’ problems, CAKES Body is very inspired by the multi-faceted, yet targeted focus on research.”

CAKES is currently funding the work of BCRF investigator Dr. Laura Van ‘t Veer, a renowned molecular biologist whose work is focused on personalizing breast cancer treatment in real time.

“It is our hope that through direct support of breast cancer research and a dedication to breast cancer risk education with our community, we can make a difference for all people impacted by breast cancer,” Taylor said. Through this partnership, we are proud to demonstrate our commitment to ending this disease.”