Hello Cake, a sexual health and wellness brand, has acquired Trigg Laboratories, a prominent player in the personal lubricants market.

This acquisition includes Trigg's well-known Wet brand, positioning Hello Cake as a vertically integrated company focused on enhancing profitability and driving product innovation.

The deal follows Hello Cake's successful $18 million Series B funding round, which has brought its total funding to over $36 million.

The integration process of Trigg Laboratories into Hello Cake is expected to be completed within 90 days, with an emphasis on unifying sales, marketing, and manufacturing efforts.

During this integration, Hello Cake aims to maintain Trigg's brand identity while enhancing its product offerings.

CEO Hunter Morris highlighted that vertical integration will not only help achieve profitability but also ensure high-quality products at accessible prices.

Hello Cake has more than doubled its retail presence from 2023 to 2024, allowing for faster and more scalable product innovation.

Brian Thorne from Silas Capital expressed confidence in Hello Cake's innovative approach to the sexual wellness category, supported by strong retail partnerships.

Michael Trigg, Founder of Trigg Laboratories, expressed enthusiasm about the collaboration and the shared commitment to product quality.

Simone Buntin, COO of Trigg Laboratories, will continue to lead the Las Vegas-based operation post-acquisition.

Looking ahead, Hello Cake is open to further mergers and acquisitions to bolster its mission of innovating sexual wellness products.

Michael Trigg noted that the partnership will merge the trusted Wet brand with Hello Cake's modern market approach.