Imagine this: you’re gearing up for a beach trip or an important event, but your pale skin makes you hesitate. You try self-tanners, only to end up streaky, sticky, or unnaturally orange.
That’s where Bro Glo steps in, a lightweight, water-based self-tanner designed specifically for men, giving you a natural tan that’s mess-free and easy to apply.
Jaron Nalewak, Tom Phillips, and Joe McDevitt are the minds behind Bro Glo, the first self-tanner created specifically for men.
The idea began on Jaron’s honeymoon in Antigua. Locals jokingly called him “Mayonnaise” because of his pale skin compared to his wife’s radiant tan.
“The idea for Bro Glo began after my honeymoon in Antigua, where I was nicknamed ‘Mayonnaise’ because of my pale skin compared to my sun-kissed wife. It was embarrassing!”
Jaron Nalewak
Determined to solve this problem, he teamed up with Tom and Joe to create a tanning solution that’s easy to use, lightweight, and mess-free. Their goal was to help men feel more confident without the hassle of traditional self-tanning products.
“It’s lightweight, not greasy or sticky, easy and quick to apply, and leaves you with a natural-looking tan—like you’ve been hitting the golf course with the boys all day,” Tom explained.
Bro Glo Journey Before Shark Tank
Bro Glo launched in March 2021 in Reading, Pennsylvania, with an initial investment of just $937. The founders worked tirelessly to develop a product that would deliver a natural tan without streaks, stickiness, or staining.
After experimenting with multiple formulations, they created a water-based self-tanner featuring DHA. This active component, derived from sugar beets, interacts with skin amino acids to produce a tan.
The effect develops within eight hours and lasts 5–7 days.
“We worked nights and weekends. Tommy had his full-time job. It was very, very difficult. There was a lot of sacrifice,” Jaron shared, reflecting on their hard work.
The team’s efforts paid off as the product started gaining traction. Clever marketing on social media platforms like TikTok and Instagram played a key role in their growth.
By 2023, Bro Glo’s sales skyrocketed from $107,000 in their first year to $3.1 million. Their direct-to-consumer business model split sales evenly between their website and Amazon, which played a major role in their success.
“Our social media content is what drives our sales. We’re relatable, fun, and consistent. That’s how we grew from $107,000 in sales in 2021 to nearly $3.1 million in 2023,” explained Tom in Shark Tank.
Bro Glo’s product line also expanded to include grooming essentials like exfoliating soap, face moisturizer, and sea salt spray for hair.
The Shark Tank Pitch
In Episode 8 of Season 16, Jaron, Tom, and Joe walked into Shark Tank seeking $200,000 for 5% equity. Their pitch was engaging, humorous, and to the point. To demonstrate the product, Jaron invited Kevin O’Leary to apply the tanner live on air, sparking laughter among the Sharks.
The founders highlighted the unique features of Bro Glo:
- A lightweight formula that goes on clear without leaving residue.
- DHA as the active ingredient, ensuring a natural-looking tan.
- A mess-free application, making it perfect for busy men or special occasions.
“It’s so easy to use, even a bro can do it! Which one of you Sharks wants to be a bro and help this bro finish his bro glo tan?” Jaron quipped, adding a playful touch to the pitch.
The team revealed impressive sales figures: $107,000 in 2021, $482,000 in 2022, and $3.1 million in 2023. However, some Sharks questioned their initial valuation of $4 million.
Kevin O’Leary, Lori Greiner, and Mark Cuban each made offers. Kevin proposed $200,000 for 5% equity with a $1 royalty per unit until he recouped $1 million. Lori suggested $200,000 for 10%, with half as a loan and a $0.50 royalty per unit.
In the end, the founders accepted Mark Cuban’s offer of $200,000 for 10% equity.
Bro Glo Shark Tank Update
The Shark Tank effect was immediate. Bro Glo experienced a massive spike in traffic, leading to monthly revenues of $250,000–$300,000. They launched a Shark Tank Starter Bundle, which became a bestseller.
“We optimized our website and stocked up inventory ahead of our Shark Tank appearance, knowing the traffic would spike. It paid off, big time,” said Tom.
Although Bro Glo faced challenges with inventory management and seasonal demand, they partnered with a logistics company in 2023 to address these issues.
“Tanning products are more popular in the summer, so we had to adapt our inventory management and marketing strategies,” Joe explained.
Future Plans
Bro Glo’s vision extends far beyond their current product line. The team has several exciting plans for the future:
- Expanding the Product Line: They’re working on tinted tanners, SPF-infused products, and high-end grooming kits.
- Retail Partnerships: With Mark Cuban’s connections, they plan to enter major retailers like Target and Ulta.
- Global Reach: Exploring opportunities in Europe and Australia, where self-tanning products are in high demand.
- Sustainability: Introducing eco-friendly packaging and refillable options.
“We want to build Bro Glo into an eight- to nine-figure brand. This is just the beginning,” said Jaron, expressing their bold aspirations.
Closing Remarks
Bro Glo’s journey from a simple idea to a Shark Tank success story is inspiring. The founders combined creativity, determination, and savvy marketing to carve out a unique space in the male grooming industry.
With over 100,000 customers and a growing product line, Bro Glo is set to redefine self-care for men.
“It’s time to join the bro tan revolution. Are you ready to glow up?”
Stay tuned to see what the future holds for this game-changing brand!
We’re closely following the company to bring you valuable insights. Stay tuned for the latest updates on Bro Glo!
Feature Image Credit: @abc/@christopherwillard
