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Crumbl Cookies’ Sawyer Hemsley "It's Only Up From Here"
READ TIME: 32 MIN.
Sawyer Hemsley, the cofounder and chief branding officer of Crumbl Cookies, made headlines last week after publicly coming out as gay on Instagram. The announcement followed several days of intense online speculation about his sexuality, spurred by viral TikTok videos and social media threads dissecting his public persona and interactions. The speculation reached a peak when TikToker Grant Gibbs posted a video declaring, “That's a gay man,” in response to footage of Hemsley touring his Utah home, which quickly became fodder for widespread internet discussion .
The speculation extended beyond casual commentary, with further posts and even alleged direct messages surfacing, creating an environment that many in the LGBTQ+ community will recognize as both invasive and distressing. In response to these events, Hemsley chose to take control of the narrative, posting an open and honest message on Instagram on the evening of Monday, August 25.
In his Instagram post, Hemsley 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.
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” .
Hemsley’s statement was widely shared and quickly drew support from followers, members of the LGBTQ+ community, and allies who recognized the courage required to come out publicly, especially in the wake of unsolicited speculation and invasive commentary.
After making his announcement, Hemsley stepped back from social media, taking a brief hiatus to process the experience and the immense visibility his story had garnered. On Tuesday, a week after coming out, Hemsley returned to Instagram with another heartfelt post reflecting on the aftermath of his public coming out. In this message, he acknowledged the “online trolls and degrading comments,” but emphasized that these were far outweighed by the many individuals who reached out with messages of support and encouragement .
Hemsley wrote about the positive impact of the thousands of new followers who joined him over the past week, expressing gratitude for the support and connection. He described how the experience, while challenging, reinforced his belief in the power of authenticity and community. “It’s only up from here,” Hemsley posted, signaling his intent to move forward with optimism and resilience .
In both his initial and follow-up posts, Hemsley extended solidarity to others in the LGBTQ+ community who may be struggling with the decision to come out, particularly those facing similar pressures or scrutiny online. He acknowledged that coming out remains a deeply personal and sometimes frightening process, especially when it is forced or accelerated by outside speculation.
Hemsley’s experience has sparked conversations about the ethics of online speculation surrounding personal matters and the broader issue of celebrities and public figures being outed before they are ready. Advocacy organizations and community leaders have reiterated the importance of respecting privacy and supporting individuals on their own terms .
The LGBTQ+ community and allies responded to Hemsley’s posts with a wave of encouragement, sharing stories of their own coming out journeys and offering words of solidarity. Many praised Hemsley for his vulnerability and for using his platform to foster understanding and acceptance. Prominent LGBTQ+ voices noted that visibility from public figures like Hemsley can be a source of inspiration for those who may feel isolated or uncertain about their identities.
Advocates for LGBTQ+ rights have also highlighted the importance of narratives like Hemsley’s in shifting public perceptions and normalizing diverse experiences within the business world and broader society. “Every time a public figure shares their story, it helps to break down barriers and create space for others,” wrote one community leader in a widely shared social media post .
Hemsley's story has fueled a larger conversation about the intersection of privacy and public life in the age of social media. The rapid spread of speculation and rumors about his sexuality underscores the challenges faced by LGBTQ+ individuals in highly visible roles. Experts warn that premature outing, whether intentional or not, can have significant emotional and professional consequences.
Organizations such as the Human Rights Campaign have consistently advocated for the right of LGBTQ+ individuals to come out on their own terms, emphasizing that forced outings can lead to trauma and disrupt personal and professional stability .
As Hemsley continues to navigate his public and professional life, his recent posts signal a commitment to authenticity and community engagement. He has welcomed thousands of new followers and expressed a renewed sense of purpose in sharing his journey. For many, his openness serves as a reminder of the resilience within the LGBTQ+ community and the transformative impact of support and solidarity.
Hemsley’s story stands as a testament to the challenges and triumphs of coming out in the digital age—and to the enduring value of living authentically, both for oneself and for others who may be watching, hoping, and learning.
