On August 25, 2025, Sawyer Hemsley, co-founder and Chief Brand Officer of Crumbl Cookies, publicly came out as gay in a heartfelt Instagram post, addressing weeks of online speculation about his sexuality. This announcement marks a significant moment for Hemsley, a prominent figure in the dessert industry, and has sparked widespread support from fans, customers, and the broader LGBTQ+ community.
Sawyer Hemsley’s decision to share his truth comes after a period of intense online discourse, including a viral TikTok video that amplified rumors about his personal life. His candid statement reflects a journey of self-acceptance, shaped by his Mormon upbringing and the challenges of navigating a public persona.
A Personal Journey Amid Public Speculation
Sawyer Hemsley’s announcement was prompted by a surge of online speculation about his sexuality, particularly following a viral TikTok video by influencer Grant Gibbs, which garnered over 17 million views. In the video, Gibbs, known for his comedic content, stated that Hemsley was “obviously gay,” sparking widespread discussion across social media platforms.
Sawyer Hemsley, who had not previously addressed these rumors, felt compelled to take control of his narrative. In his Instagram post, he wrote, “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.”
Hemsley’s journey to self-acceptance was not without challenges. Raised in Southeastern Idaho in a devout Mormon community, he grew up with values and beliefs that he still holds dear but acknowledges made his path to embracing his sexuality more complex. He served a mission in Mexico for the Church of Jesus Christ of Latter-day Saints, an experience that shaped his early life and worldview.
The Church’s stance, which views same-sex attraction as not inherently sinful but prohibits acting on it, added layers of difficulty to Hemsley’s process of coming to terms with his identity. “I grew up with values and beliefs that I still deeply love and respect, which made this journey more complicated,” he shared. “But I remain grateful for my foundation, even as I’ve worked to embrace this truth about myself.”
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The 33-year-old entrepreneur described the process of accepting his sexuality as “overwhelming and, at times, scary,” but ultimately transformative, bringing him “peace, joy, and authenticity.” His decision to come out publicly was not only a response to external pressures but also a reflection of his desire to live authentically. Hemsley’s statement resonates with many who have navigated similar journeys, particularly those from conservative or religious backgrounds, where reconciling personal identity with cultural or familial expectations can be profoundly challenging.
Crumbl Cookies co-founder Sawyer Hemsley has come out, but he's also a MAGA fascist who runs a company that supports animal cruelty: https://t.co/K6MNShK9KS
— Mx Arjuna (@continuationism) August 27, 2025
There's no pride in fascism, genocide, and animal abuse.pic.twitter.com/KNP1sdgsTg
The timing of Hemsley’s announcement was also influenced by a separate controversy involving reality TV star Robert Sepúlveda Jr., who allegedly shared private messages that contributed to the speculation about Hemsley’s sexuality. While Hemsley did not directly reference Sepúlveda in his post, the incident underscored the invasive nature of public scrutiny and the importance of individuals controlling their own narratives. Hemsley’s choice to address the rumors head-on was met with praise for its grace and vulnerability, as he sought to redirect the conversation toward empathy and understanding.
The Rise of Crumbl Cookies and Hemsley’s Role
Sawyer Hemsley, alongside his cousin Jason McGowan, founded Crumbl Cookies in 2017 while Hemsley was a student at Utah State University in Logan, Utah. What began as a quest to create the “perfect” chocolate chip cookie has grown into a global phenomenon, with over 1,000 locations across the United States, Puerto Rico, and Canada. Crumbl’s signature pastel-pink branding, rotating weekly menu, and savvy use of social media have made it a cultural sensation, with high-profile collaborations featuring celebrities like Olivia Rodrigo, the Jonas Brothers, and the Kardashian-Jenner family.
As Chief Brand Officer, Hemsley has been instrumental in shaping Crumbl’s image and expanding its reach. His personal social media presence, where he shares glimpses of his life as a “dog dad,” vintage Bronco enthusiast, and dessert lover, has helped humanize the brand and connect with its audience. Despite lacking prior baking experience, Sawyer Hemsleyand McGowan tapped into Utah’s dessert-centric culture, where sharing baked goods is a cherished tradition. “We knew that Utah was very bakery-driven—it’s the Mormon culture,” Hemsley told Forbes in a May 2025 interview. “We’re used to sharing baked goods with our neighbors.”
Crumbl’s rapid growth has not been without challenges. In December 2022, the U.S. Department of Labor fined 11 Crumbl franchises across six states for violating child labor laws, prompting an apology from the parent company. Additionally, the brand has faced criticism for not using cage-free eggs, reflecting the scrutiny that comes with its high-profile status. Hemsley’s wealth, estimated at around $70 million, and his recent purchase of a $12 million mansion in the Hollywood Hills have further elevated his public profile, making his personal life a subject of interest.
Sawyer Hemsley’s coming out adds a new dimension to his role as a public figure and brand leader. His openness about his sexuality could influence Crumbl’s brand perception, particularly among its diverse customer base. While some online discussions have raised questions about the company’s alignment with LGBTQ+ values, Hemsley’s announcement has been largely met with support, with fans praising his courage and authenticity. His story may also resonate with Crumbl’s younger, social media-savvy audience, many of whom value transparency and inclusivity.
Impact and Support from the Community
Hemsley’s announcement has sparked an outpouring of support from fans, customers, and the LGBTQ+ community. His Instagram post, which included a photo of him hugging one of his dogs, garnered over 16,000 likes and more than 1,500 comments within days. Supporters lauded his bravery, with one commenter writing, “A beautiful example of reclaiming your story, because it’s yours to tell, and no one else’s.” Another added, “Well said, and welcome to the family! Your inspiring story will be the inspiration for countless others to have the courage to accept (and celebrate!) who they are.”
The broader LGBTQ+ community has also embraced Hemsley’s announcement as a powerful moment of visibility, particularly for those from conservative or religious backgrounds. His story highlights the complexities of coming out in a public sphere, where personal milestones are often subject to scrutiny and judgment. Hemsley acknowledged this in his post, noting, “I know some people may have questions or even judgments, but my hope is that kindness, empathy, and love will lead the way.” His call for compassion has resonated with many, fostering conversations about the importance of creating safe spaces for self-expression.
The announcement has also prompted reflection on the role of social media in shaping public narratives. While platforms like TikTok and Instagram have been instrumental in Crumbl’s success, they also amplify rumors and speculation, as seen in the viral TikTok video by Grant Gibbs. Gibbs later apologized for his role in the discourse, expressing regret for potentially pressuring Hemsley to come out. “This was not my intention to ever out somebody in this way,” Gibbs said in a follow-up video, while also celebrating Hemsley’s announcement. The incident underscores the double-edged nature of social media, which can both empower and challenge individuals in the public eye.
For Crumbl Cookies, Hemsley’s coming out could have lasting implications. The brand’s emphasis on community and connection aligns with Hemsley’s message of authenticity, potentially strengthening its appeal to a diverse audience. However, it also places the company under greater scrutiny, as customers and advocates may look for tangible commitments to inclusivity. Some online discussions have raised unverified claims about Hemsley’s past support for politicians who do not align with LGBTQ+ rights, highlighting the need for transparency as the brand navigates this moment.
Hemsley’s announcement comes at a time when visibility for LGBTQ+ individuals remains critical. His story joins a growing list of public figures who have shared their journeys in 2025, including celebrities like Amber Ruffin and Renee Rapp. For many, Hemsley’s openness serves as a reminder that coming out is a deeply personal process, shaped by individual experiences and circumstances. His emphasis on gratitude—for his opportunities, supporters, and the chance to live authentically—strikes a hopeful note, encouraging others to embrace their truths.
In conclusion, Sawyer Hemsley’s decision to come out as gay is a testament to his resilience and commitment to authenticity. By sharing his story, he has not only reclaimed his narrative but also inspired countless others to navigate their own journeys with courage. As Crumbl Cookies continues to grow, Hemsley’s openness may pave the way for a more inclusive brand identity, fostering connection and understanding among its global community. His message of kindness, empathy, and love serves as a powerful reminder that living authentically is a journey worth celebrating.