Main Facts: A Multi-Year Commitment to Lifesaving Science
In a significant move for the intersection of retail and philanthropy, CAKES body has announced a major extension of its partnership with the Breast Cancer Research Foundation (BCRF). The brand has committed a minimum of $250,000 by June 2027 to specifically fund research and educational initiatives focused on younger women diagnosed with breast cancer. This new pledge builds upon a foundation of previous high-impact contributions, solidifying CAKES’ position as a primary advocate for women’s health in the modern consumer market.
The cornerstone of this partnership is the "She’s Not Too Young: A CAKES body x BCRF Fund for Younger Women with Breast Cancer." This dedicated fund addresses a critical gap in oncological research: the unique biological and psychosocial needs of women diagnosed under the age of 50. While breast cancer is often associated with older demographics, the rising incidence of early-onset cases has created an urgent need for targeted investigation into prevention, risk assessment, and treatment innovations tailored for younger patients.
To date, CAKES has donated over $1.5 million to various women’s health causes, a staggering figure for a company founded only two years ago. The current initiative includes a multifaceted "Give Back" strategy, involving direct revenue shares from product sales and the donation of specialized products to survivors and patients living with metastatic disease.
Chronology: From Startup to Philanthropic Powerhouse
The trajectory of CAKES body is a testament to the power of community-led brand evolution. Founded in 2022 by sisters Casey Sarai and Taylor Capuano, the company initially launched with a simple but effective product: "Grippy" and "Sticky" silicone nipple covers designed as seamless bra alternatives. The founders’ original mission was rooted in body positivity and physical comfort, providing solutions for women who wanted to feel free in their clothing without the restriction of traditional undergarments.
However, the brand’s mission pivoted significantly shortly after its launch. As the product gained traction, the founders began receiving an influx of messages from breast cancer "thrivers." These women, many of whom were undergoing chemotherapy, radiation, or recovering from reconstructive surgeries, found that CAKES’ gentle, medical-grade silicone products provided comfort and coverage that traditional bras could not. For those with sensitive scar tissue or post-surgical changes, the product was more than a fashion accessory; it was a tool for regaining confidence and physical ease.
Recognizing this profound impact, Sarai and Capuano moved to formalize their commitment to the breast cancer community. In 2023, CAKES made a landmark $400,000 pledge to launch the "She’s Not Too Young" fund in collaboration with BCRF. This initial investment was designed to accelerate research into the specific challenges faced by younger women, who often face more aggressive forms of the disease and unique survivorship hurdles, such as fertility preservation and long-term side effects of treatment.
The announcement of the additional $250,000 commitment in late 2024 marks the next chapter in this timeline. By extending the partnership through 2027, CAKES is ensuring that the research projects initiated by the "She’s Not Too Young" fund have the sustained financial backing required to move from the laboratory to clinical application.
Supporting Data: The Rising Tide of Early-Onset Breast Cancer
The necessity of the CAKES x BCRF partnership is underscored by sobering epidemiological data. While overall breast cancer mortality rates have declined due to better screening and treatment, the incidence of breast cancer in women under 50 has been steadily increasing. According to the American Cancer Society, breast cancer is the leading cause of cancer death in women aged 20 to 59.
Research indicates that breast cancer in younger women often presents at more advanced stages and tends to be more biologically aggressive—such as triple-negative breast cancer—than cases diagnosed in post-menopausal women. Furthermore, younger patients face a distinct set of life circumstances. They are often in the middle of building careers, raising young children, or planning for future families. The "She’s Not Too Young" fund specifically targets these complexities through four primary pillars:
- Prevention and Risk Assessment: Investigating genetic markers and environmental factors that contribute to early-onset diagnosis.
- Treatment Innovations: Developing therapies that minimize long-term toxicity, particularly regarding heart health and bone density, which are critical for younger survivors.
- Survivorship Support: Addressing the psychological impact of diagnosis at a young age and providing resources for navigating life after treatment.
- Metastatic Research: Funding breakthroughs for those living with Stage IV breast cancer, ensuring that research keeps pace with the needs of the most vulnerable patients.
As part of the current campaign, CAKES is launching the "Give Back Bundle," where 30% of revenue (up to $50,000) will be donated directly to BCRF. Additionally, the brand is addressing the physical realities of mastectomy through its "CAKES with Nips" product. For the first 6,000 bundles sold, CAKES will donate a pair of these specially designed covers—created in collaboration with survivors—to organizations serving those who have lost their nipples to cancer. This data-driven approach ensures that the brand’s impact is both financial and functional.
Official Responses: Leadership on the Mission
The leadership at CAKES body views their philanthropic work not as an adjunct to their business, but as the core of their identity. Anna Crollman, Director of Brand Marketing at CAKES, emphasized the forward-looking nature of their investment.
“At CAKES, we believe investing in this research will change the future for women facing breast cancer today and tomorrow,” Crollman stated. Her sentiment reflects a broader corporate philosophy that prioritizes long-term outcomes over short-term marketing gains.
Co-founder Taylor Capuano highlighted the brand’s origins in active listening. “CAKES was built by listening to women, talking openly about their bodies, and creating solutions for issues that too often get overlooked or treated as uncomfortable,” Capuano said. “That responsibility has grown along with our company.”
The Breast Cancer Research Foundation has also lauded the partnership for its focus on a traditionally underserved demographic. BCRF is the largest private funder of breast cancer research in the world, and by partnering with a brand that has a direct line to younger consumers, the foundation can better disseminate vital health information, such as the "Breast Health Checklist" included in the Give Back Bundle. This checklist is designed to empower women with the knowledge they need to advocate for their own health in clinical settings.
Implications: A New Standard for Corporate Social Responsibility
The partnership between CAKES body and BCRF has broader implications for the retail industry and the future of "cause marketing." In an era where consumers are increasingly skeptical of "pinkwashing"—the practice of using the pink ribbon symbol for profit without making substantial contributions to the cause—CAKES offers a blueprint for authentic engagement.
1. Sustained vs. Seasonal Support
Unlike many brands that only engage with breast cancer awareness during the month of October, CAKES’ multi-year, million-dollar commitments demonstrate a year-round dedication. This provides the scientific community with "predictable funding," which is essential for multi-year clinical trials and longitudinal studies.
2. Product-Mission Alignment
The success of CAKES lies in the inherent alignment between the product and the cause. Because the nipple covers are used by survivors for physical comfort, the brand’s support of BCRF feels organic rather than forced. This alignment builds deep brand loyalty among a demographic that feels seen and supported by the company.
3. Addressing the "Younger Woman" Taboo
By naming their fund "She’s Not Too Young," CAKES is tackling a dangerous myth in the medical community: that young women do not need to worry about breast cancer. This advocacy work serves to lower the age of awareness, potentially leading to earlier detections and better survival outcomes.
4. The Empowerment of the "Previvor"
The inclusion of "previvors"—individuals who have a high genetic risk of cancer but have not yet been diagnosed—in their outreach and product donations marks an evolution in how brands support the cancer community. It acknowledges the entire spectrum of the breast cancer journey, from genetic testing to post-operative life.
As CAKES body moves toward its 2027 goal, the impact of its $1.5 million-plus in donations will likely be felt across the oncology landscape. By focusing on the "under-50" demographic, CAKES and BCRF are not just funding research; they are investing in the decades of life that these women have ahead of them. The partnership stands as a powerful reminder that when a brand listens to its community, it can transition from a simple vendor of goods to a vital partner in public health.
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