Hello Cake

About Hello Cake

Hello Cake operates as a sexual health and wellness company, positioning itself to destigmatize and simplify the purchase of intimacy products. Founded in 2018 by Hunter Morris (CEO) and Mitch Orkis (CMO), the company was born from their observation of an unaddressed gap in the market between impersonal big-box retailers and intimidating specialty sex shops. Morris, a repeat founder, brings operational and product expertise, while Orkis has a background in digital marketing, creating a complementary leadership team. The founding journey began when the two, after working together on a separate project, identified the need for a brand that could guide consumers in exploring their sexuality with approachable and easy-to-understand products.

The company's business model is a hybrid, combining a strong direct-to-consumer (DTC) channel through its website with a significant and growing retail presence. This omnichannel strategy allows Hello Cake to reach a wide demographic. Its products are available nationwide in major retailers like Target, Walmart, CVS, and Walgreens. Revenue is generated through the sale of a diverse product portfolio that includes lubricants, sexual devices, supplements, and hygiene products. A key strategic expansion has been the introduction of a telehealth service, which offers prescription medications for conditions like erectile dysfunction and low libido for women, sold exclusively through their website. This DTC-only approach for prescriptions drives significant e-commerce revenue, while lubricants are top sellers on Amazon, and toys are growth drivers in physical retail.

Hello Cake's product line is designed for specific types of play, featuring items made from high-quality, body-safe ingredients, free from dyes, parabens, and sulfates. The brand emphasizes education and inclusivity, aiming to help people have more fun and healthier sex. A major milestone occurred in October 2024, when the company secured $18 million in Series B funding, bringing its total to over $36 million. Concurrently, Hello Cake acquired Trigg Laboratories, the parent company of the established lubricant brand Wet. This acquisition is a strategic move toward vertical integration, providing Hello Cake with its own manufacturing and distribution facilities, which is expected to enhance profitability and accelerate product innovation.