Hello Cake, a sexual health and wellness brand, has announced the acquisition of Trigg Laboratories, a long-standing player in the personal lubricants category. Simultaneously, the company has closed an $18 million Series B funding round, bringing its total funding to over $36 million.
The acquisition of Trigg Laboratories, which includes the well-known Wet brand, establishes Hello Cake as a vertically integrated sexual health company. This move is expected to increase profitability, drive growth, accelerate IP ownership, and fuel product innovation.
Hunter Morris, CEO and Co-Founder at Hello Cake, stated: “This acquisition marks a significant milestone for Hello Cake as we continue to grow and redefine the sexual wellness category. 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.”
The Series B funding round was led by Silas Capital and Strand Equity, with participation from AF Ventures, a long-term investor in Hello Cake. AF Ventures will join as a board observer to help guide the brand’s expansion and growth efforts.
Michael Trigg, Founder of Trigg Laboratories, commented on the acquisition: “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.”
Hello Cake plans to complete the integration of Trigg Laboratories within the next 90 days, focusing on harmonizing sales, marketing, and manufacturing operations. Trigg’s identity and brand will remain intact, continuing to operate under the Trigg Laboratories name.
The company reports that it has more than doubled its retail footprint from 2023 to 2024. Hello Cake’s products are available throughout the U.S. at major retailers including Target, Walmart, CVS, Walgreens, Rite Aid, and Amazon, as well as through their website.
Brian Thorne, Partner at Silas Capital, expressed confidence in Hello Cake’s potential: “Hello Cake continues to rethink the sexual wellness category with a fun, innovative, and inclusive approach that resonates with modern couples. 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.”
