Emma Rose Cohen isn’t just a founder. She’s a force in the global sustainability movement. When she introduced FinalStraw to the world in 2018, it wasn’t just a product launch; it was a cultural statement.
Designed as a reusable, collapsible straw that could fit in your pocket, FinalStraw helped ignite a mainstream conversation about single-use plastic waste.
Backed by a wildly successful Kickstarter campaign and a strong mission, Final Straw put Cohen on the map both as a founder and as an environmental leader.
FinalStraw’s Kickstarter Success
FinalStraw officially launched on Kickstarter in April 2018 with a modest funding goal of $12,500. What followed was nothing short of viral. The campaign exploded, raising over $1.89 million from nearly 39,000 backers.
Its success was fueled by a perfectly timed message, coming at a time when awareness around plastic pollution, especially from straws, was gaining global attention.
Cohen, leveraging her background in environmental science and public health, infused the brand with purpose. Final Straw wasn’t just a gadget; it was a call to action. And people around the world responded.
Shark Tank Appearance and Market Validation
Later in 2018, Cohen and her co-founder Miles Pepper took FinalStraw to ABC’s Shark Tank, asking for $625,000 in exchange for 5% equity, giving the startup a $12.5 million valuation.
Despite a confident pitch, the duo walked away without a deal. Lori Greiner offered a conditional deal, which Cohen declined. Though they didn’t secure funding, the national exposure boosted the brand’s profile significantly.
As a result, website traffic surged, social media exploded with interest, and sales spiked. Within months, Final Straw crossed $4.8 million in revenue and landed shelf space in major retailers including Bloomingdale’s and Sur La Table.
Emma Rose Cohen’s Leadership and Expansion
In 2019, co-founder Miles Pepper left the company, leaving Cohen to lead the brand forward. Under her leadership, FinalStraw rebranded as The Final Co. and began developing new products that expanded beyond straws.
She introduced: FinalWipe – A reusable, washable alternative to disposable wipes
FinalSpork and FinalFork – Compact, reusable utensils for on-the-go eating
FinalBrush – A sustainable toothbrush that fits easily in travel kits
The move transformed FinalStraw from a single-product business into a complete sustainability-focused brand.
Challenges: Copycats and Market Competition
With popularity came problems. The rise of counterfeit versions of FinalStraw on marketplaces like Amazon and AliExpress created confusion for consumers and damaged the brand’s image.
Many knockoffs were low quality and shipped without branding, leading to negative reviews and loss of consumer trust.
Cohen tackled the issue by improving supply chain protections, educating the public about spotting fakes, and reinforcing the brand’s mission across platforms. Despite the ongoing challenge, her efforts helped maintain Final Straw’s credibility and customer base.
Emma Rose Cohen’s Net Worth in 2025
While exact figures are unavailable, estimates place Emma Rose Cohen’s net worth around $5 to $6 million in 2025. This is based on her stake in The Final Co., strong revenue milestones, and ongoing influence as a public speaker and sustainability advocate.
Her company has generated over $10 million in sales since its founding. Cohen has been featured in Forbes, Fast Company, Inc., and Business Insider for her leadership and innovation in the sustainability space.
A Legacy of Sustainability
Emma Rose Cohen’s influence extends beyond business. With a Master’s in Environmental Management from Harvard and experience in ocean conservation, her career is grounded in real-world environmental science.
She regularly speaks at industry conferences like SXSW and GreenBiz, advocates for sustainable legislation, and educates consumers about low-waste living. Her unique mix of science, business, and advocacy makes her a standout voice in the green economy.
Conclusion
Emma Cohen’s journey with Final Straw is a blueprint for mission-driven entrepreneurship. What started as a folding straw turned into a viral movement, and her leadership has shaped a brand that continues to challenge single-use plastic culture.
Her net worth may not be celebrity-sized, but her impact is massive. With consumers demanding more sustainable solutions every day, Cohen’s vision for a waste-free future remains not just relevant but essential.
