Intimates company Cakes Body has a new president — and she hails from beauty.

Erica Culpepper has taken the role at Cakes Body after more than 20 years at L’Oréal, where she led brands ranging from It Cosmetics to Carol’s Daughter.

“It’s an exciting moment in the brand’s life to be bringing on a brand president, and in terms of thinking about how we’re going to scale and grow, I’m looking at it in three ways,” she said of the brand, which despite being just four years old has reached an annual turnover of $100 million. “One, we talk about the brand itself and brand storytelling. The other pieces are around expansion, how we look at it, and complementary retailers. And then, we look at innovation across both within the boob solution space and across categories.”

Per a statement from the company, it comprises 30 percent of Amazon searches for “nipple covers” and is the top-associated brand within that category. It also recently expanded its offering with a cleavage bra.

“It’s similar to beauty — no matter how much out there there is, there is still so much untapped opportunity, either from finding simple solutions to everyday problems that consumers have, or in terms of how you talk about it differently,” Culpepper said. “We have a lot of runway in both of those spaces. We have a lot of runway in this space and also in thinking about adjacent categories.”

Culpepper added that the brand is “redefining what modern intimate apparel looks like, what modern femininity looks like,” and “the founders themselves have been able to build something that has literally gone from zero to 100 in three years. It’s not just building a brand, but building a powerful community and having a strong sense of purpose.”