In a heartfelt Instagram post on August 25, 2025, Sawyer Hemsley — co-founder and Chief Branding Officer of Crumbl Cookies — publicly came out as gay. He chose to speak for himself after persistent online speculation and conversations that he described as hurtful, aiming to reclaim his narrative on his own terms. Hemsley candidly shared that acknowledging and accepting his identity had been a “long and emotional journey,” marked by confusion, fear, liberation, and ultimately, authenticity.
The online chatter surrounding Hemsley’s sexuality began when TikTok influencer Grant Gibbs posted a humorous—but pointed—video that quickly racked up over 17 million views, speculating about Hemsley’s orientation. While the remarks sparked widespread attention, they also ignited controversy over social media’s role in outing individuals before they’re ready. Gibbs later addressed the situation with an apology, admitting that outing someone wasn’t his intention, and expressed his happiness and support for Hemsley in subsequent videos.
Raised in a Mormon household and having served a mission in Mexico for The Church of Jesus Christ of Latter-day Saints, Hemsley revealed that his faith’s values deeply complicated his internal journey. In his statement, he emphasized that his upbringing remains a cherished part of his identity, even as he worked to understand and embrace his true self. The intersection of religious background and sexual identity added emotional complexity to his experience — making his eventual acceptance all the more powerful.
Hemsley’s message struck a chord with many, receiving a wave of supportive responses. He closed the post with an expression of gratitude — for the opportunities in his life, the supportive people around him, and the chance to live more honestly. His openness sparked broader conversations about LGBTQ+ representation in corporate leadership, the challenges of reconciling faith and queerness, and the importance of empathy in online discourse. As Crumbl continues to grow as a beloved brand, its co-founder’s willingness to share his truth stands as a moment of courage and connection.
