Simple Sugars Shark Tank Update – Shark Tank Season 4
Teen entrepreneur Lani Lazzari pitched Simple Sugars, her all-natural line of sugar scrub designed for people with sensitive skin. Her presentation earned her a deal with Mark Cuban.
For decades, skincare products for sensitive skin often relied on harsh ingredients, leaving many people with limited natural options.
On Shark Tank Season 4 Episode 20, Lani Lazzari, the founder of Simple Sugars, introduced her line of all-natural sugar-based scrubs that she first created when she was just 11 years old.
Her mother had challenged her to make a homemade Christmas gift people would like, and because Lani had sensitive skin, she wanted to create an all-natural product that would be safe for very sensitive skin. She developed Simple Sugars scrubs, and after friends and family loved them, she turned the idea into a business.
Lani had also dealt with eczema for years and developed the scrubs without ingredients commonly avoided by people with sensitive skin, such as alcohol and lanolin.
Would the Sharks believe a teenage entrepreneur could build the next big skincare brand and invest in Simple Sugars?
About Simple Sugars
| Category | Details |
|---|---|
| Business Name | Simple Sugars |
| Founder | Lani Lazzari |
| Industry | Beauty and Personal Care |
| Product | All-natural sugar scrubs for sensitive skin |
| Funding (Pre-Shark Tank) | Self-funded |
| Investment Asked | $100,000 for 10% equity |
| Deal Status | Deal secured with Mark Cuban |
| Deal Outcome | $100,000 for 33% equity |
Lani joined the Powerlink Protégé program at Pitt’s Institute for Entrepreneurial Excellence in 2008, where she was paired with a mentor. Her mentor was surprised to learn she was only 14 years old but was impressed with her maturity.
With the help of the Powerlink program and her mentor, Lani generated $80,000 in sales.
However, during her actual Shark Tank pitch, Lani reported year-to-date sales of $55,000 and projected that Simple Sugars would reach $100,000 in sales for the year. She also revealed profit margins of approximately 75% to 80%.
Simple Sugars Shark Tank Pitch
Lani entered the Tank and impressed all of the Sharks with her business savvy and well-developed business plan.
She explained how she first created the sugar scrubs after her mother challenged her to make a homemade Christmas gift. Because she had sensitive skin, she wanted to develop an all-natural scrub that would be safe and gentle.
Lani shared that the positive response from friends and family encouraged her to turn the product into a business. She also discussed her participation in the Powerlink Protégé program and revealed that the company had already achieved $80,000 in sales, selling through spas and its website.
During the pitch, she explained that about 60% of sales were coming through the Simple Sugars website, while a regional grocery chain was also generating revenue for the company. Lani demonstrated the product for Lori Greiner using a strawberry-scented body scrub and explained that Simple Sugars had recently expanded its retail presence from six stores to 20.
She also said Simple Sugars had become the “top-selling specialty brand” in the grocery chain and was negotiating with a high-end online skincare retailer on a potential deal worth as much as $400,000.
What Makes Simple Sugars Unique?
Simple Sugars had built a reputation in the skin-care market for its natural ingredients and the compelling backstory of its founder. Here are some features:
- Made with all-natural ingredients for sensitive skin.
- Created by a young entrepreneur who started the business at age 11.
- Already generating strong sales through spas and the company’s website.
- Designed with sensitive skin conditions such as eczema and psoriasis in mind.
- Used hydrating oils as part of its scrub formulas.
Did Simple Sugars Get a Deal on Shark Tank?
Daymond John believed Lani would do just fine without the Sharks, so he went out.
Lori Greiner loved Lani and the products but felt the market was too crowded, so she went out.
Kevin O’Leary believed the cosmetics market was too competitive and disagreed with the company’s valuation, so he also went out.
Robert Herjavec said he couldn’t make Lani an offer she would accept, so he went out as well.
Mark Cuban, a fellow Pittsburgh native, admired Lani’s hustle and business acumen. Cuban also had a personal connection to the problem Lani was solving because his son had eczema. He offered $100,000 for 33% equity in Simple Sugars.
Lani countered with 25%, but Mark stood firm because he believed he would need to invest significant time and resources into the business. Lani accepted his offer, and the two shook hands on the deal.
Simple Sugars Shark Tank Update
After appearing on Shark Tank, Simple Sugars experienced a massive surge in demand. Although the Shark Tank producers had advised Lani to prepare for 600 to 800 orders, the company received more than 23,000 orders during the week after the episode aired and sold over $1 million worth of products.
The sales surge happened almost immediately. Simple Sugars generated approximately $220,000 in sales on the first day after the episode aired and reached $1 million in sales within six weeks. Simple Sugars products are available in more than 700 retail locations and are shipped internationally.
Lani described the overwhelming demand as a “tsunami.” The sudden increase in orders created fulfillment and customer service challenges during the following month, but she hired more than half a dozen new employees, and operations eventually ran smoothly.
Despite the rapid growth, Lani remained selective about where Simple Sugars products were sold. She later rejected a proposed deal with Target because the retailer wanted significantly lower prices than she felt were appropriate for the brand.
Lani said she wanted to protect Simple Sugars’ positioning as a high-end prestige brand rather than sacrifice its pricing for short-term volume.
As consumer shopping habits began shifting toward e-commerce, Lani eventually made another major strategic decision. In 2017, Simple Sugars pulled its products from nearly all physical retail locations and focused more heavily on its online business.
Lani later shared that she wanted Simple Sugars to become the best company in America for women to work for.
Update Segment
During the Shark Tank Season 6 Episode 2 update segment, Lani revealed that the company had reached $3 million in sales and secured distribution in more than 500 Destination Maternity stores.
She also said she had initially worried Mark Cuban would treat her like a little kid, but he had become a tremendous source of support.
Mark said he believed Lani was the real deal and expected Simple Sugars to eventually reach $20 million in sales. Lani said she was living proof that hard work and persistence paid off.
The company also expanded its retail presence, with nearly 85% of sales coming from its online store while products became available through retailers including Beauty Brands, Dillard’s, Central Market, and Giant Eagle.
Following Mark Cuban’s investment, Lani credited him with providing valuable guidance while allowing her to continue running the business according to her vision.
Simple Sugars’ later decision to prioritize e-commerce proved particularly timely. The company had already moved away from most physical retail locations before the COVID-19 pandemic dramatically changed shopping habits in 2020.
Sales and Business Growth
More than a decade after appearing on Shark Tank, Simple Sugars remains in business and continues to operate as an online-focused skincare brand.
The company has been recognized by business publications as one of the more successful businesses to emerge from Shark Tank, and Mark Cuban’s investment has also been cited as one of his more lucrative investments from the show.
The company’s valuation has varied by source and year. The Dallas Business Journal reported in 2018 that Simple Sugars had evolved into a company worth approximately $10 million, while other reports placed its valuation closer to $5 million in 2021.
Simple Sugars has also maintained a significant social media presence, with thousands of followers across platforms including Instagram and Facebook.
Product Expansion
Lani was later featured in Beyond the Tank Episode 202.
In 2016, she launched the Smooth for Men line, which was successful.
The company also worked on expanding its product lineup with additional skincare products, including plans for a baby line.
In 2017, Lani received a Thiel Fellowship, a two-year program founded by billionaire Peter Thiel that awarded fellows $100,000 and provided mentorship from foundation members.
Simple Sugars has continued expanding its online product selection, offering men’s skincare products, seasonal scents, multi-product bundles, and subscription options.
What’s Next for Simple Sugars?
Simple Sugars has continued to look for new ways to retain customers and grow its online business. Its website features products ranging from seasonal scrubs and bundles to men’s skincare products. The brand has also experimented with subscription-based purchasing to encourage repeat orders.
The company has also promoted its “No Lo” concept, short for “no lotion,” which highlights how its oil-based scrubs are designed to leave skin hydrated without requiring lotion after a shower. The brand has used the #GoNoLo hashtag as part of this marketing strategy.
Simple Sugars Net Worth
As of April 2024, the company remained in business with approximately $6 million in annual revenue and more than $40 million in lifetime sales.
Estimates of the company’s value have varied over the years, with reports placing its valuation at around $10 million in 2018 and approximately $5 million in 2021.
Because Simple Sugars is a privately held company, its current valuation and net worth are not publicly confirmed.
Where Can You Buy It?
Simple Sugars scrubs can be bought from their official website or from Amazon. Check out their social media pages for more updates: Facebook and X.
Quick Summary
- Lani Lazzari pitched Simple Sugars, her line of all-natural sugar scrubs for sensitive skin. Mark Cuban invested $100,000 for 33% equity in the company.
- The company has been reported at different valuations over the years, including approximately $10 million in 2018 and $5 million in 2021.
- Following Shark Tank, the business experienced explosive growth, with reported lifetime sales exceeding $40 million and a strong online presence.
Check out other Shark Tank Season 4 Episodes.
Curious about the other businesses featured in Shark Tank Season 4 Episode 20? Explore more updates and see which ideas made a splash in the Tank.
I have a grandson that has very bad exyzema on his face and another grandson that breaks out all over his body would love to have more information on the product Simple sugars as other brands cost over $200.00 dollars
I would go to the Simple Sugar website and order, not very expensive and would be worth a try. 🙂
When do you expect that this product will be available on your website? I saw you on Shark Tank and have two family members I would like to buy for and see if it will help them.
I bought 2 products & didn’t care for them so I shipped them back for a refund. Simple Sugars received my pkg on 4-19 & I have yet to get a refund! After several calls with promises of a call back I am still waiting. All they have are excuses. What a way to run a company!
I used simple auger and I just loved it.My shin was so soft.
The instructions were to stir them when received, because it could separate in shipping,, but the oil comes to the top everytime and needs stirred, is that normal.