SWG Brands Inc. officially launched on January 5, 2026, creating one of the sexual wellness industry's first vertically integrated companies by unifying consumer brand Hello Cake with legacy private-label manufacturer Trigg Laboratories and its portfolio brands Wet Lubricants and Turn On Lubricants.

Why It Matters

SWG's vertical integration model — owning manufacturing alongside consumer brands — represents a structural shift in how sexual wellness companies compete. By controlling production costs while maintaining distinct brand identities across retail tiers, SWG can potentially weather pricing pressures from tariffs and margin compression that are squeezing competitors reliant on third-party manufacturing.

The formation follows Hello Cake's October 2024 acquisition of Trigg Laboratories, which occurred simultaneously with an $18 million Series B funding round led by Silas Capital and Strand Equity. Hello Cake co-founder Hunter Morris now serves as CEO of SWG, while co-founder Mitch Orkis is Chief Retail Officer. Longtime Trigg employees Simone Buntin and Marla Bolden were named Chief Production Officer and Chief Compliance Officer, respectively.

Operations have been consolidated at Trigg's 70,000-square-foot manufacturing facility in Las Vegas, with Hello Cake's Los Angeles headquarters and warehouse shuttered. The company reports double-digit growth following integration of sales, marketing, and media into a unified go-to-market strategy.

Hello Cake is already available at Walmart, Target, Walgreens, and CVS, giving SWG immediate mass-market distribution. The company has stated no additional funding is planned beyond the Series B, positioning itself as "self-sustaining." Each brand targets a distinct consumer segment: Hello Cake for couples, Wet for premium positioning, and Turn On as an Amazon-exclusive value line.

Sources

Update — 2026-03-14

Initial entry — story first created.