CAKES body(™) Expands Category Leadership with the Launch of Cupcakes, First Bra Brand for Girls

The $100M social-first brand is entering the puberty solutions category with Cupcakes, a new company led by former CAKES Head of Growth, Krysta Lewis.

LOS ANGELES, CA, UNITED STATES, September 8, 2026 /EINPresswire.com/ — Four years after redefining the boob-solution category and building one of the fastest-growing brands in intimate apparel, CAKES is entering its next phase of growth with the launch of Cupcakes, a new brand focused on reimagining puberty solutions for girls. Entrepreneur and former CAKES Head of Growth Krysta Lewis will lead the business as Co-Founder and CEO, alongside CAKES founders Taylor Capuano and Casey Sarai in bringing the company’s category-building playbook to an entirely new generation.

Launching September 8th, 2026, Cupcakes introduces the first brand built around helping girls navigate puberty with greater confidence, beginning with a first-of-its-kind bra collection designed to make one of life’s biggest milestones feel exciting instead of awkward.

For decades, brands have treated puberty as a product problem – selling girls their first bra or first period product – rather than recognizing it as one of life’s biggest emotional transitions. Nearly every family experiences this milestone, and few brands have built products or experiences designed to make it easier. Cupcakes was created to change that, beginning with first bras and expanding into a broader platform for confidence-building puberty essentials.

Research shows girls experience a significant decline in confidence and body image between the ages of 8 and 14 – a critical period that often shapes how they see themselves for years to come. Yet one of the most important milestones during those years, the first bra experience, has been overlooked for decades.

“We saw an opportunity to create something completely different,” said Krysta Lewis, Co-Founder and CEO of Cupcakes. “Not just a better product, but a brand that helps girls feel comfortable and confident from the very beginning – during a stage of life that can shape how they see themselves for years to come.”

Cupcakes launches with a first-of-its-kind bra collection featuring modesty without the bulk (no traditional foam padding), hidden confidence affirmations, and a collectible charm with every bra. At the center of the brand is a collectible charm ecosystem designed to transform a traditionally awkward milestone into an experience girls can look forward to – encouraging self-expression, creating excitement around each new drop, and giving girls something fun to collect along the way.

“From day one, CAKES has been focused on solving overlooked problems,” said Casey Sarai. “Cupcakes is an exciting next chapter, expanding our mission into a new life stage as we continue creating – and ultimately owning – the boob solutions category.”

The opportunity extends far beyond a single product category. The founders envision Cupcakes becoming the go-to brand for life’s important firsts, creating products and experiences that help girls and their families navigate the transition from childhood to adolescence with greater confidence, comfort, and self-expression.

With more than 20 million girls in its core U.S. demographic and the support of the team behind one of the fastest-growing brands in intimate apparel, Cupcakes is positioned to create an entirely new category at the intersection of confidence, self-expression, and growing up.

Cupcakes will leverage the same social-first growth engine that helped propel CAKES into one of the fastest-growing brands in intimate apparel, combining organic storytelling, creator partnerships, and solution-first innovation to build awareness in a category that has remained largely untouched by modern brands.

For more information, visit shopcupcakes.com and follow @cupcakesbycakesbody on Instagram and TikTok.

About Cupcakes: Cupcakes is a first-bra brand created to make one of growing up’s biggest firsts feel less awkward and a lot more fun. Founded by CAKES body co-founders Taylor Capuano and Casey Sarai alongside entrepreneur and co-founder Krysta Lewis, Cupcakes reimagines the first-bra experience with ultra-soft, thoughtfully designed bras that deliver the coverage she wants without traditional foam padding. With details like hidden affirmations and collectible charms, Cupcakes turns getting a first bra into something girls can actually get excited about. The first bra is just the beginning – Cupcakes is building a brand designed to make all of puberty’s important firsts feel more fun & empowering.

Alexandra Cheatham
Pull Public Relations
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