The 25 Direct-To-Consumer Startups That Will Soar In 2022

While modern brands have emerged across consumer health and wellness categories, from diet and exercise to mental health, developments in sexual wellness have remained taboo, and underfunded. Cake is reinventing the sex aisle as a more accessible, informative, and inclusive experience for consumers, said Strandberg. While the digital-native Cake sells on its own website, she added that its products are also available nationally in Walmart, Amazon, and specialty sites like Urban Outfitters and Thrive Marketplace.

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