Essence Net Worth & Shark Tank Update: How a Nasal Diffuser Ring Sealed a Shark Tank Deal

Imagine being stuck on a long flight, surrounded by odors you’d rather not endure, no escape, no relief. For most, it’s a minor annoyance, but for Michael DeLeeuw, it was the spark of a revolutionary idea. Enter Essence, a tiny nasal diffuser ring that’s redefining personal wellness with a discreet burst of aromatherapy.

After captivating the Sharks on Season 16 of Shark Tank and securing a game-changing deal with Daymond John, Essence is carving out a fragrant niche in the $8 billion wellness market. From a clever solution to a global trend, here’s how Essence is making every breath a better one.

From a Stinky Flight to a Shark Tank Pitch

Michael DeLeeuw didn’t set out to become a wellness entrepreneur. But one unpleasant flight changed everything. Trapped in a stale cabin with some less-than-fresh passengers, he realized there was no discreet way to block bad smells. That simple need sparked a big idea: what if you could wear a tiny, comfortable scent diffuser, right under your nose?

The result was Essence. A high-grade silicone nasal ring infused with essential oils. Light, nearly invisible, and designed for comfort, it delivers calming or energizing scents directly to the wearer’s nose. From lavender to peppermint, customers can choose their mood, or even infuse their own oils using a blank version.

Michael teamed up with his wife Tami DeLeeuw and brother-in-law Judah Houser to bring the product to life. Over time, they expanded the brand to include oils, soaking pods, travel kits, and shower mists, transforming Essence into a full-on aromatherapy experience.

What Happened to Essence on Shark Tank: A $250K Bet on Smell

Essence appeared on Season 16 of Shark Tank. Michael asked for $250,000 for 10% equity. The pitch combined storytelling, science, and product demos, showcasing both novelty and practical need. Daymond John saw the vision and countered with an offer: $250,000 for 20%, which Michael accepted on the spot.

Some Sharks questioned the product’s scalability or retail potential, but Daymond’s expertise in branding and scent-related businesses made him a strategic partner.

RELATED: DAYMOND JOHN JOINS THE FIGHT AGAINST DEBT

Essence Net Worth in 2025

Essence’s net worth in 2025 is estimated at $1.8–$2 million, reflecting its successful Shark Tank appearance, robust revenue growth, and strategic positioning in the wearable wellness market.

This valuation builds on the company’s $1.25 million valuation during its April 2025 Shark Tank deal, where Daymond John invested $250,000 for 20% equity. By late 2025, Essence’s financial trajectory and market traction justify a higher estimate.

The net worth calculation combines deal-based and revenue-based approaches. At the time of the Shark Tank pitch, the $1.25 million valuation reflected Essence’s early promise. Sources report the company generated $350,000 in revenue the prior year, $500,000 year-to-date, and projected $700,000 by year-end 2025, with over $100,000 in profit.

Applying a conservative 10% annual growth rate to the $1.25 million valuation yields $1.375 million. However, Essence’s post-Shark Tank momentum, evidenced by 500,000 units sold and a 38% repeat customer rate, suggests stronger growth.

A revenue-based valuation further supports this. Using a price-to-sales multiple of 3, typical for consumer goods startups, Essence’s projected $700,000 revenue implies a $2.1 million valuation. Blending these figures (50% deal-based, 50% revenue-based) produces a base estimate of $1.74 million.

Factoring in partnerships with Caesars Entertainment and the World Trade Center Utah, plus Daymond John’s branding expertise, a slightly optimistic range of $1.8–$2 million accounts for Essence’s growing foothold in the $8 billion aromatherapy market.

Continued expansion into hotels, spas, and international markets could push this higher, though Essence remains an early-stage venture navigating scalability challenges.

Backed by Daymond John, the nasal diffuser ring company found a niche by helping people take control of their daily scent environment, with subtle style and essential oils.

RELATED: HOW MUCH DAYMOND JOHN’S WORTH TODAY

Revenue Streams and Expansion

Essence’s estimated net worth in 2025 comes from multiple revenue streams:

• Direct-to-consumer sales via essencering.com
• Amazon listings with dozens of bundle options
• B2B sales to spas, yoga studios, and hotels

Their product line now includes:

• Reusable scented and unscented nasal rings ($4.99–$7.99)
• Essential oils and blends ($14.99)
• Accessory kits, shower mists, travel packs, and themed bundles

Essence also joined forces with Caesars Entertainment for trade show promotions, including a booth giveaway at IMEX 2024 and an Essential Oil Experience at the 7-state Wellness Roadshow in 2025. They collaborated with the World Trade Center Utah to explore international expansion, developing a Travel Amenity Kit for business travelers and hotel partners. The product is reportedly used in hotel turndown services and wellness centers.

Real Reviews: Smart Scent or Gimmick?

Customer feedback shows a mixed but passionate response, with a 38% repeat customer rate and 500,000 units sold in the year of the pitch. Many users praise the discreet scent, customizable oils, and benefits like nausea relief, better sleep, and stress management. Lavender and “Breathe Easy” are top favorites.

But others note issues. The ring may fall out, irritate the nose, or lose scent faster than expected. Still, even critics admit there’s nothing else quite like it.

Final Verdict

Essence isn’t just a Shark Tank product. It’s a symbol of turning everyday discomfort into innovation. With Daymond John behind them and a growing customer base, Essence is on track to carve out a lasting space in scent-based wellness.

And for anyone who’s ever sat next to the wrong person on a long flight, it might just be worth the sniff.