Hello Cake is saying goodbye to low sex drive.
On Tuesday, the sexual wellness brand is launching two new prescription medications that address low desire for women, including Libido Lift Rx for Her, $54, an ingestible, and O-Cream Rx for Her, a topical.
While these prescriptions are only available direct-to-consumer, Hello Cake’s wellness offerings, like devices and lubricants, are available at Target, Walmart, CVS, Walgreens and Rite Aid. Following this launch, the brand expects its overall revenue, inclusive of its telehealth business, to be between $50 million and $100 million this year.
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According to Hello Cake’s cofounder and chief marketing officer Mitchell Orkis, solutions that address sex drive have been a top request from consumers.
“We started the company in 2020 with a mission to help the world have more fun sex,” he said. “We are obsessive about asking our customers what they need to have more fun sex, and the answer kept on coming back over and over again to mismatched sex drives.”
According to the brand’s surveys, mismatched sex drives were the number-two reason people weren’t having the type of sex they wanted, following stress. Moreover, a quiz on the brand’s site with 50,000 respondents showed that “seven in 10 women said they need help getting in the mood,” Orkis said. To address this demand, Hello Cake first released Cake ED Meds, $54, an erectile dysfunction prescription that combines the active ingredients of both Viagra and Cialis. Following this launch, the team wanted to launch formulas for women as well, resulting in the latest two prescriptions.
“[O-Cream Rx for Her] has the active ingredient that’s in Viagra,” said Dr. Paige Kuhlmann, urology specialist and senior medical advisor at Hello Cake. “This one is to be applied topically to the vaginal areas [and] clitoris. It boosts blood flow, which in turn, enhances sensitivity, enhances lubrication and then ideally, increases the likelihood of orgasm.”
The ingestible, Libido Lift, combines oxytocin, L-citrulline and tadalafil, the active ingredient in Cialis.
“Together those tackle desire and arousal issues, so helping you get in the mood as well as helping you get lubricated again, enhancing sensitivity and likelihood of orgasm,” said Kuhlmann, noting this is a novel medication.
According to Kuhlmann, there are four phases of the female sexual response cycle, including desire, arousal, orgasm and resolution.
“If you have an issue with any of those phases, then that’s considered female sexual dysfunction,” she said. “All of the current therapies in this space are targeted towards one of the phases at a time, and so what’s different about Libido Lift in particular is that it’s targeting three of the four phases.”
In addition, Kuhlmann said women are more open and eager to finding new solutions.
“There seems to be a grassroots effort in women wanting to know more about their sexuality and sex life and potential solutions to the issues that they’re having,” she said.
As sex drive has been a core concern amongst Hello Cake customers, the brand also has non-prescription supplements that may enhance libido, including Sex Drive for Him, $12, and Sex Drive for Her, $12. According to Orkis, the female version has sold twice as well as the male version.
While these new prescriptions address Hello Cake’s consumer needs, they also play into the overall makeup of the business, as the company delves deeper into prescription offerings.
“We get to know people’s sexual habits and journeys,” Orkis said. “That’s what’s led us into the prescription side of the business….Last year, it was a third of the business and I’m guessing in the next 18 months, it’ll be a 50-50 split.”
