Cookie Brand’s Co-Founder Broke His Silence Monday After Weeks of Growing Online Chatter
Sawyer Hemsley, co-founder and chief branding officer of Crumbl Cookies, announced Monday that he is gay, addressing a wave of speculation about his personal life that had intensified on social media in recent days.
A company spokesperson confirmed Hemsley’s statement to The Salt Lake Tribune but said he declined to provide additional comment. Hemsley did not say whether a specific event prompted his decision to speak out. The digital outlet The Cut reported that discussion about his sexuality escalated last week after an influencer’s post drew more than 17 million views.
Hemsley, who has helped build Crumbl into a social media powerhouse with more than 6 million Instagram followers and over 10 million on TikTok, received an outpouring of support following his post.
The Instagram post reads, “Over the past little while, there have been people online trying to define me, twist things, and share conversations in ways that feel harmful. Instead of letting others write my story, I want to share it in my own words.
The truth is, over the past few years, I’ve come to understand and accept that I’m gay. It’s taken me a long time to really process this part of myself and even longer to feel comfortable enough to say it out loud. For most of my life, I didn’t have the clarity to answer the questions or respond to the rumors. Coming to terms with it has been overwhelming and, at times, scary — but it has also brought me peace, joy, and authenticity that I wouldn’t trade for anything.
I grew up with values and beliefs that I still deeply love and respect, which made this journey more complicated. But I remain grateful for my foundation, even as I’ve worked to embrace this truth about myself.
I know some people may have questions or even judgments, but my hope is that kindness, empathy, and love will lead the way. I’ve learned so much through this process — about strength, compassion, and the importance of living authentically.
At the end of the day, I’m deeply thankful: for the opportunities I’ve had, for the people who support me, and for the chance to live and share my story. It’s a journey of growth and honesty, and one I’ll never stop being grateful for.”
Crumbl, founded in Utah in 2017, has grown rapidly into a national brand with hundreds of locations and a menu anchored by its rotating lineup of oversized cookies.
