Beauty brand Cakes Body is betting that it’ll maintain its viral momentum by bringing some of its brand marketing in-house. The TikTok viral brand launched its own entertainment company called Cakes Media last week to “operationalize virality in a way that makes our overall business more profitable,” said Taylor Capuano, co-founder and chief creative officer at Cakes. Cakes Body founders (and twin sisters) Capuano and Casey Sarai largely built their business through founder-led storytelling and TikTok viral videos rather than spending on traditional brand marketing. The company, which appeared on Shark Tank, launched in 2022 and grossed $100…
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