BootayBag, founded by Ellyette Gheno in 2015, set out to make lingerie shopping easier and more accessible for women. Starting with just $300, Elly turned her idea into a thriving business.
By 2020, she had achieved $15 million in lifetime sales. The subscription-based service quickly gained popularity for offering stylish, affordable, and comfortable lingerie delivered right to customers’ doors.
In October 2020, Elly took BootayBag to Season 12, Episode 2 of Shark Tank. She asked the Sharks for $500,000 in exchange for 5% equity to support her growing business.
The pitch impressed the Sharks, especially guest Shark Kendra Scott, who saw potential in the brand’s scalability and community-driven approach.
Kendra invested $500,000 for 10% equity, valuing the company at $5 million. This partnership helped Elly take BootayBag to the next level.
Since appearing on Shark Tank, BootayBag has expanded its product range beyond subscription lingerie to include bras, bodysuits, and activewear.
The company also shifted to offer direct purchases on its website and through Amazon. This change made its products more accessible to a wider audience.
A viral TikTok video featuring one of its athletic sets further boosted its visibility. This helped the brand reach even greater heights.
As of 2025, BootayBag generates $4 million in annual revenue and remains privately owned. It is celebrated for its commitment to body positivity and sustainable practices.
Its journey is a powerful example of how a simple idea, combined with innovation and community engagement, can lead to remarkable success.
Every Shark Tank product offers a valuable business lesson, and BootayBag is no different. What can we learn from its journey of resilience, growth, and strong community connections? Read on to discover the secrets to BootayBag’s success.
3 Simple Business Lessons You Can Learn from BootayBag

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BootayBag Founder
BootayBag was founded by Elly Gheno in 2015. She started this company after having a bad experience while shopping for underwear.
Because of his down-to-earth character, she managed to increase a huge follower base on Instagram. BootayBag’s founder, Elly Gheno, has a net worth of $6.5 million as of 2025.
Conclusion
From their beginnings on Shark Tank to their current status as a thriving business, they have proven that with the right idea and execution, anything is possible. We can’t wait to see the future for BootayBag and its continued success.