In the world of skincare tools, few stories captivate like that of Contour Cube. Launched in 2021 by Aussie entrepreneur Sarah Forrai, this ice facial tool took a common skincare ritual, ice facials, and turned it into a sleek, reusable, and wildly viral product.
With over 11 million likes on TikTok and an endorsement from none other than Kendall Jenner, Contour Cube quickly chilled its way into the global beauty market. But the real inflection point? A high-stakes pitch on Season 5 of Shark Tank Australia.
What started as a $20 silicone mold has transformed into a global skincare essential with listings in over 450 retail stores and major beauty chains like Chemist Warehouse. Its journey is not just one of virality but of resilience, pivoting, and strategic scaling.
So, what is Contour Cube’s net worth today? How did the Shark Tank deal change its trajectory? And what’s next for the business that brought cryotherapy to the masses? Let’s break the ice.
Founder Profile: Who’s Behind Contour Cube?
Contour Cube was founded by Sarah Forrai, a Sydney-based entrepreneur with a background in international business. Before launching her skincare brand, Sarah worked in marketing and e-commerce roles, learning the ropes of branding and customer acquisition.
“I wanted to make skincare cool, accessible, and something that brings joy, Contour Cube was born out of that desire,” Sarah shared in an Instagram reel following the Shark Tank pitch.
After battling skincare issues herself, Sarah turned to facial icing but found traditional methods messy and unpleasant. That pain point became her spark. Her solution? A refillable, easy-to-hold ice mold designed for facial use. Simple, effective, and born from personal experience.
By 2024, Sarah Forrai’s net worth is estimated at around $420,000, thanks to the company’s steady growth and visibility. With fewer than 10 employees, she’s led the startup into big-league territory, all while staying deeply involved in the product and brand.
The Shark Tank Pitch: High Stakes in the Tank
In 2023, Sarah walked into the Tank asking for $250,000 for 10% equity, valuing Contour Cube at $2.5 million. But the pitch took a dramatic turn. As the Sharks began to probe deeper into the margins, manufacturing logistics, and marketing spend, Sarah’s responses sparked a four-way bidding war.
Davie Fogarty, Jane Lu, Sabri Suby, and Robert Herjavec, yes, that Robert from Shark Tank US, were all in. The final deal? $375,000 for 30% equity, slashing the original valuation to $1.25 million.
“I think you’ve built something really special,” Jane Lu told Sarah. “This isn’t just about skincare, it’s about experience, self-care, and emotional value.”
Sabri Suby added, “What struck me was how much demand she’s already unlocked with very little spend. That shows product-market fit.”
It was one of the rare pitches where multiple Sharks united rather than competed. “This is one of the best branding efforts I’ve seen on the show,” said Robert Herjavec.
The moment Contour Cube secured four Sharks, its visibility exploded. Overnight, the brand’s web traffic and social media following surged, and inventory sold out in hours.
Contour Cube Pitch on Shark Tank (Quick Info Card).
| Product | An ice facial tool |
| Episode | Season 05 Episode 03 |
| Founder | Sarah Forrai |
| Asked for | $250,000 for 10% equity |
| Company name | Contour Cube |
| Final deal | $375,000 for 30% equity |
| Sharks | Sabri Suby, Davie Fogarty, Jane Lu and Robert Herjavec |
| Location | Sydney, New South Wales |
Did the Sharks’ Investment Pay Off? Inside Contour Cube’s Post-Tank Boom
The results speak for themselves. After the episode aired, Contour Cube’s annual revenue soared to $1.3 million in 2023, with lifetime sales hitting $1.6 million.
The product line expanded to include Shark Tank bundles and accessories like ice globe massagers and contour towels. Strategic retail deals followed, including a launch in over 450 physical stores and an international presence in New Zealand.
“Our biggest win was realizing that cryotherapy isn’t just a trend, it’s a ritual people are adopting,” Sarah said in a Chattr interview. “That gave us the confidence to scale.”
Social proof also drove growth. Viral TikToks and celebrity endorsements helped the brand stay top-of-mind with beauty consumers worldwide.
Was This the Sharks’ Best Deal Yet? Breaking Down the Profits
With a 30% stake split among four Sharks, each investor holds 7.5% of the company. Based on the 2023 revenue of $1.3 million and a net worth valuation of $1.25 million, each Shark’s equity is worth roughly $93,750, not including any future earnings.
While this isn’t on the scale of Bombas or Scrub Daddy just yet, the growth trajectory is promising. If Contour Cube scales globally, especially in the U.S. or Asia, each Shark could see their investment double or triple within a few years.
Jane Lu, already the founder of Showpo, brings e-commerce firepower. Davie Fogarty, known for Oodie, understands viral products. Robert Herjavec adds global exposure. Sabri Suby contributes a performance marketing edge.
It’s a Shark Dream Team, and they’re betting big on skincare.
What Happened After Shark Tank?
After the Shark Tank deal closed, the brand entered hyper-growth mode. According to recent updates from Jane Lu, Contour Cube used the capital to scale production and improve logistics.
The team also refined its social media strategy, leveraging user-generated content to fuel viral reach. From packaging upgrades to e-commerce UX enhancements, the brand professionalized quickly.
The result? A sold-out Shark Tank bundle, record-breaking holiday sales, and mentions in major media outlets.
As of 2025, Contour Cube is still active and thriving, there’s no closure or acquisition to report.
Contour Cube Reviews: What Are Customers Saying?
While many customers praise the product’s effectiveness in reducing puffiness and improving skin tone, some critiques have emerged:
- Several users found the cube difficult to fill without spilling water.
- A few reviews on TikTok mention that the ice can feel too harsh on sensitive skin.
- Others desired a more flexible size range to suit different face shapes.
Despite this, the brand maintains a high rating on its e-commerce platform, with repeat buyers and strong word-of-mouth.
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Business Challenges & Strategy: What Went Wrong, and Right
Although Contour Cube hasn’t failed or rebranded, the initial $2.5 million valuation was halved during negotiations. Some Sharks felt the margins weren’t tight enough and worried about copycat products entering the space.
Sarah acknowledged the challenges during her pitch: “I didn’t have a roadmap. I just had a product that worked, and I knew people loved it.”
The brand’s strength lies in its marketing agility. They quickly leaned into viral content and built a community around beauty rituals.
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How Much Has Jane Lu Earned from Contour Cube?
With a 7.5% stake, Jane Lu’s estimated share value in Contour Cube is around $93,750 as of 2023. While the company hasn’t disclosed profit distributions or dividends, Jane’s ROI is poised to increase as the brand scales.
Known for turning Showpo into a multimillion-dollar empire, Jane’s involvement signals strong potential. Her digital fashion and branding experience aligns perfectly with Contour Cube’s DTC model.
Compared to her other investments, Contour Cube offers a unique niche play. If growth continues, Jane and the other Sharks could see a 3x return by 2026.
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TL;DR
Contour Cube net worth stands at $1.25M in 2025. Still active post-Shark Tank, the brand continues scaling with all 4 Sharks onboard.
