Hello Cake is a sexual wellness brand whose product line includes prescription medication, supplements, lubricants and devices sold through retail and direct channels. Its products are available nationwide at Target, Walmart, CVS, Walgreens, Rite Aid, Amazon and hellocake.com. The company says it has more than doubled its retail footprint from 2023 to 2024 and plans to scale presence across all major retailers and Amazon. Hello Cake announced the acquisition of Trigg Laboratories, including the Wet brand, to vertically integrate manufacturing, IP ownership and product innovation; Trigg will continue operating under its name with Simone Buntin remaining as COO of the Las Vegas operation. Management expects vertical integration to increase profitability, accelerate product innovation and bring new products to market faster; integration is expected to be completed within 90 days. Hello Cake has raised over $36 million in total funding to date and is expanding its executive team to support retail, digital and telehealth growth. Cake offers a portfolio of sexual wellness products — lubricants, condoms, toys and hygiene items — that are now stocked in major retailers and online marketplaces. The company currently has five products in physical store locations and is available on Amazon, Thrive Marketplace and UrbanOutfitters.com. Cake recently expanded retail placements, adding four products to CVS and increasing Walmart SKUs from four to 11. The brand grew 200% year over year between 2021 and 2022. Cake has hired Dollar Shave Club’s former Chief Innovation Officer Fadi Mourad to lead product innovation and former SmartyPants executive Christina Komen to head retail sales. The company plans to deploy new capital toward continued retail expansion and product innovation, and expects an additional major retailer to carry Cake in 2022 and 2023. Cake sells lubricants, condoms, massagers and enhancers and operates a direct-to-consumer store with nearly 20 products. The brand expanded into Walmart last year and has now launched into Target, putting products in more than 5,000 stores combined. Between February 2021 and February 2022 Cake recorded over 500% revenue growth and sees a 40% repeat purchase rate. Founders Hunter Morris and Mitch Orkis started the company after identifying an unaddressed opportunity in sexual wellness and emphasize education and a non-embarrassing, fun brand tone. Cake has implemented color-coded product experiences and encourages mix-and-match usage. The company plans to double down on retail and build an omnichannel presence while using new funding to cover inventory, marketing, team build-out and new partners. Cake is a sexual wellness brand that sells specialty lubricants, toys, and sexual hygiene products designed for specific types of sexual enjoyment. Its products are made from high-quality ingredients, inspired by real individuals, and tested across the spectrum of sexual preferences before launch. The company offers a satisfaction guarantee and sells direct-to-consumer at hellocake.com with select products available at Walmart. Cake reports that 84% of its customers directly attribute the brand to leading to a better sex life and cites notable retail traction within nine months. Funding now totals $5.7 million after a new Seed round, and the company plans to dedicate the new capital to product development, scaling e-commerce, and expanding distribution into new retail channels. Leadership frames the brand as removing shame and confusion from sexual-wellness shopping by making products simple, clear, and approachable. Cake is a sexual wellness company based in Los Angeles that launched its first product line of premium lubricants and pre- and post-sex cleansing wipes. The inaugural lubricant line includes Motion Lotion (a moisturizing cream for solo penis play), Tush Cush (a light water-based jelly for beginner anal play), Toy Joy (a non-drip water-based jelly for toy play), Backside Slide (an ultra-slide silicone lubricant for anal play), and Get Naked (an organic aloe-based lubricant ideal for vaginal play). The company also offers Feel Fresh cleanliness wipes intended for pre- and post-sex clean up. All products are formulated free from alcohol, parabens, dyes, sulfates, and added fragrances. Cake says its formulations are informed by feedback from couples and individuals with varying sexual preferences to better suit users' bodies. The product line is available at hellocake.com, and the company said it will use seed financing to develop additional offerings and expand the team.

Total raised

$34M

Funding rounds

5

Latest round

Series B

Latest activity

Oct 2024