CAKES launches Cupcakes to target girls’ puberty market

CAKES body is spinning out Cupcakes, a new first-bra brand led by former head of growth Krysta Lewis and launching Sept. 8, 2026. The company is betting that a confidence-focused approach to puberty can create a new category beyond first bras.

Why it matters: - Cupcakes is entering a category that has long been treated as a basic product purchase, not a confidence or emotional milestone. - The brand aims to own an overlooked stage of growth for girls ages 8 to 14, when confidence and body image often decline. - CAKES is extending its category-building strategy into a new market with more than 20 million girls in its core U.S. demographic.

What happened: - CAKES body launched Cupcakes on Sept. 8, 2026. - Cupcakes is positioned as the first bra brand for girls focused on puberty solutions. - Former CAKES Head of Growth Krysta Lewis is co-founder and CEO of Cupcakes. - CAKES founders Taylor Capuano and Casey Sarai are backing the new company.

The details: - Cupcakes opens with a first-of-its-kind bra collection designed to make a first bra feel exciting instead of awkward. - The bras feature modesty without traditional foam padding. - Each bra includes hidden confidence affirmations. - Every purchase comes with a collectible charm. - Cupcakes is building a charm ecosystem meant to encourage self-expression and make future product drops feel collectible. - The brand plans to expand beyond first bras into a broader platform for puberty essentials and other important firsts. - The company is using the same social-first growth engine that helped CAKES scale through organic storytelling, creator partnerships, and solution-first innovation. - The brand is available at shopcupcakes.com and on Instagram and TikTok at @cupcakesbycakesbody.

Between the lines: - The launch signals a move from solving one intimate apparel problem to building a broader youth confidence brand. - CAKES is applying a proven direct-to-consumer playbook to a new life stage where modern brands have done little to shape the experience. - The charm and affirmation features show Cupcakes is selling more than product utility; it is selling ritual and emotional payoff. - The founders are framing puberty as a brandable moment that families may want to navigate with more support and less discomfort.

What's next: - Cupcakes plans to broaden from first bras into a wider set of confidence-building puberty essentials. - The brand is expected to keep leaning on creator-led marketing and social-first storytelling to build awareness. - The company is positioning itself to become a go-to brand for girls’ first major milestones.

The bottom line: - CAKES is betting that puberty can be the next big consumer category for its brand-building formula.