"It was everything" -When Range Beauty made history on Shark Tank 

After her groundbreaking Shark Tank appearance, Alicia Scott told Beauty Independent:

"Being up there as a Black woman-owned makeup brand in front of their first Black women guest shark, being the first Black woman-owned makeup brands to receive a deal, it was everything,"

The historic moment came when Scott and her cousin Myisha Fantroy pitched Range Beauty on Shark Tank, a show where entrepreneurs present their businesses to potential investors. But unlike most contestants, Range Beauty didn't apply to be on the show – the producers invited them.

The makeup brand caught attention for its unique approach: creating inclusive foundation shades specifically formulated for people with eczema and acne.

She elaborated on their appearance on the show:

"We walked away, and it was like in the cartoons where there are stars floating around. That's exactly how it felt."

Scott's inspiration came from personal experience, having dealt with skin sensitivities since childhood when an allergic reaction to her grandmother's Elizabeth Taylor scented lotion sparked a lifelong journey.

What happened during Range Beauty’s historic Shark Tank pitch?

Scott and Fantroy asked for $150,000 for a 6% stake in Range Beauty. Their numbers were impressive: sales jumped from $20,000 in 2018 to $300,000 in 2020. The secret? Their products had landed in Target stores, and Beyoncé's website had given them a shoutout.

The timing was perfect. Guest shark Emma Grede, the first Black woman to appear as a Shark, was in the Tank. When Scott revealed their foundation cost $4.25 to make and sold for $21, Grede called it "masstige" – the sweet spot between prestige and mass-market cosmetics.

While most Sharks praised the pitch, they bowed out. Mark Cuban wasn't ready for makeup brands. Kevin O'Leary loved the niche but didn't see himself as the right partner. Barbara Corcoran couldn't envision adding value.

But Grede and Lori Greiner saw potential. They offered $150,000 for 20% of the company. Scott and Fantroy accepted, making Range Beauty the first Black woman-owned makeup brand to secure a Shark Tank deal.

---

How did Range Beauty fare after Shark Tank?

The impact was immediate. Scott told Beauty Independent that on the night their episode aired, they received over 1,000 orders for their True Intentions Hydrating Foundation Sample Kit alone. The $23 kit lets customers try different shades before committing to a full bottle.

Unlike some Shark Tank deals that fall apart during due diligence, this partnership stuck. Grede features Range Beauty prominently in her Shark Tank highlights, while the brand regularly references its Tank experience on social media.

By late 2024, Range Beauty faced production challenges that temporarily left their website sold out. But they handled it with humor, posting videos of mock protestors demanding products and keeping customers updated with behind-the-scenes peeks at their lab work.

The wait proved worth it. In December 2024, Range Beauty announced their return with new products, including the True Intentions Hydrating Primer. Even bigger news followed: their products would now be available at Sephora, thanks to the retailer's Accelerate Program.

Scott's vision extends beyond makeup.

"Our top 3 goals over the next 5 years are to expand into retail, launch skincare, and become the go-to makeup brand for reactive skin," she shared.

Her earlier words to Beauty Independent seem prophetic now:

"My biggest thing was, of course, the investment, but also the platform and the exposure of being able to tell the world about who we are and our mission... A 'Shark Tank' exposure is something that you can hold on to forever."

---

Catch Shark Tank on ABC every Friday at 8 PM ET, with streaming available on Hulu.