Sexual Wellness Brand Hello Cake Acquires Trigg Laboratories, Inc. and Closes $18M Series B Round

Barchart · 10/15 08:30

Hello Cake, a leading sexual health and wellness brand, announces today the acquisition of Trigg Laboratories, Inc., a pioneer in the personal lubricants category. The acquisition establishes Hello Cake as a vertically integrated sexual health company, poised to increase profitability, drive growth, accelerate IP ownership, and fuel product innovation.

Hello Cake also announces today the closing of an $18 million Series B funding round led by Silas Capital and Strand Equity. Total funding for the sexual wellness brand has now surpassed $36 million. AF Ventures, a long-term investor in Hello Cake, is participating in the round and will join as a board observer, helping guide the brand’s expansion and growth efforts.

Hello Cake has more than doubled its retail footprint from 2023 to 2024 and this acquisition enables the company to fully own end-to-end product innovation and bring new, better products to market faster and at scale.

“This acquisition marks a significant milestone for Hello Cake as we continue to grow and redefine the sexual wellness category,” said Hunter Morris, CEO and Co-Founder at Hello Cake. “Vertical integration gets us firmly to profitability. We will continue to deliver high-quality products at the accessible price points that consumers look for today.”

With this acquisition, Hello Cake will own and operate Trigg’s extensive portfolio, including the well-known Wet brand, and a robust pipeline of product innovation capabilities. These include white-label services, private-label services, and expanded offerings under ‘Wet,’ which will continue under Hello Cake’s executive leadership. Simone Buntin, tenured Chief Operating Officer of Trigg Laboratories will stay on at the helm of the Las Vegas-based operation. The acquisition comes with an accelerated focus on both retail and Amazon expansion with newly appointed SVP of Digital Retail Jason Molina, who joins Hello Cake with previous experience from CC Wellness and Lube Life.

“We are thrilled to join forces with Hello Cake, a brand that shares our steadfast commitment to product innovation and quality in the sexual health space,” said Michael Trigg, Founder of Trigg Laboratories. “This acquisition brings together our trusted Wet brand, first established in 1989, with Hello Cake’s fresh, modern approach to the market. We look forward to working with their team in this next chapter, empowering more individuals to explore their sexual wellness journeys.”

The integration of Trigg Laboratories will be completed within the next 90 days, with a focus on harmonizing sales, marketing, and manufacturing operations. Trigg’s identity and brand will remain intact as Trigg Laboratories, continuing to deliver high-quality products under the trusted Trigg name. Looking ahead, Hello Cake remains open to exploring additional mergers and acquisitions that align with its mission to innovate and help people have more fun in the bedroom.

“Hello Cake continues to rethink the sexual wellness category with a fun, innovative, and inclusive approach that resonates with modern couples,” said Brian Thorne, Partner at Silas Capital. “This additional investment in their Series B round underscores our belief in Hello Cake’s ability to win within the sexual health space, leveraging their strong retail partnerships and a growing telehealth presence. We’re thrilled to further support Hunter, Mitch and the Hello Cake team as they transform the category.”

About Hello Cake

Hello Cake is a sexual wellness brand on a mission to help couples reconnect in the bedroom. The brand’s line of prescription medication, supplements, lubricants and devices are made with the highest quality ingredients and delivered at an affordable price point. All products are inspired by real couples and tested across the spectrum of sexual preferences prior to launch.

Cake’s product line is available nationwide at Target, Walmart, CVS, Walgreens, Rite Aid, Amazon and hellocake.com. For more information, visit hellocake.com, and follow along via social /hellocake.