"My skin was happy" When Sugardoh left Shark Tank without a deal 

Aaliyah Marandiz appeared on Shark Tank and offered a rather charming solution to a common problem. Marandiz, the founder of the at-home hair removal service Sugardoh, requested $500,000 in exchange for 10% of her company during Season 16 of the well-liked ABC show. Her pitch highlighted a personal journey that led to business success.

"Once I discovered sugaring, a method of hair removal originating in ancient Egypt, I began making my own sugar wax," Marandiz explains on her website.

The intro on the website reads:

"I realized sugaring made me feel so relaxed about my body hair. Not only was it effective (no hair for weeks!), my skin was happy."

The formula, made from sugar, water, and citrus, offers a gentler alternative to traditional hair removal methods. Despite an impressive demonstration that left guest Shark Kendra Scott wide-eyed, Marandiz walked away without investment—but her story was just beginning to unfold.

What happened during Sugardoh’s Shark Tank pitch?

Marandiz's presentation captivated the Sharks with its simplicity and effectiveness. She demonstrated Sugardoh on a model with a hairy chest, allowing Kendra Scott to pull the cloth strip. Scott's jaw dropped at the impressive results, showcasing the product's effectiveness.

Despite the dramatic demo, the Sharks struggled to connect with the at-home hair removal concept. Mark Cuban bowed out early, admitting:

"I don't understand Sugardoh or its industry."

Meanwhile, Kevin O'Leary found the valuation too steep, suggesting he might have been interested at a lower price point.

The journey to the Tank wasn't all smooth for Sugardoh. The company started modestly, generating $50,000 in its first year. Then luck struck—a viral TikTok in 2021 sent sales soaring to $2.6 million. By the end of 2022, revenue climbed to $5.6 million.

However, profitability remained elusive. The company operated at a 7% loss in 2022, representing nearly half a million dollars. Marandiz and her husband had invested $400,000 of their personal funds to keep Sugardoh afloat by the time of their Shark Tank appearance.

These financial challenges ultimately deterred Scott, who, despite loving the product, couldn't justify the investment. Marandiz left the tank empty-handed but determined.

Sugardoh’s journey to the Tank and beyond

Marandiz's entrepreneurial journey began in 2016 when she started experimenting with sugar paste formulas. As a self-described "hairy brown girl with very sensitive skin," she felt existing hair removal products treated skin damage as "collateral damage."

The final product launched in 2020 as an all-natural formula designed to be gentle on sensitive skin. Sugaring can be used on the face, pelvic regions, arms, legs, and underarms, among other body parts. Single units from the company cost between $20 and $40, while beginning packages range from $38 to $98.

Despite the Shark Tank rejection, Sugardoh continued to flourish. Forbes' esteemed 30-Under-30 list for retail and e-commerce included Marandiz in 2024. Major shops like Urban Outfitters and Ulta Beauty, where it gained the title of "Black-owned brand of the year" in 2024, carried the brand.

Even before Shark Tank, Sugardoh had received recognition on "Bet On Black," a Revolt TV competition in collaboration with Target. The brand placed third, winning $5,000. Judge Pinky Cole expressed concerns about revenue but predicted Marandiz would build "a billion-dollar company."

Today, Sugardoh maintains a strong social media presence with over 70,000 Instagram followers. The brand's profile showcases bright, diverse, and body-positive content. Marandiz frequently shares updates about her family, including her husband, who works full-time in the business, and their two children.

For Marandiz, leaving Shark Tank without a deal wasn't the end—it was just another step in building a multimillion-dollar company that continues to make skin "happy" across the country.

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Shark Tank airs on ABC Fridays at 8 PM ET and streams on Hulu.