Rejection can often feel like a dead end. But for the founder of The Lip Bar, it was just the beginning of her journey to a multi-million dollar business.
The Lip Bar was rejected first on “Shark Tank” years ago. However, The Lip Bar persevered and successfully sold over 2 million units by 2023.
However, a recent viral lip color worn by Michigan Governor Gretchen Whitmer has brought whole new heights of fame to The Lip Bar. This is how The Lip Bar turned a “Shark Tank” rejection into a $30 million worth of Beauty empire.
The Lip Bar’s Humble Beginnings and “Shark Tank” Rejection
Melissa Butler started The Lip Bar in her kitchen in 2012. She wanted to create a beauty brand that celebrated diversity and inclusivity.
Her bold, vegan, and cruelty-free lipsticks aimed to challenge conventional beauty standards. It also offers something fresh and vibrant for every skin tone.
In 2015, Melissa and her co-founder pitched The Lip Bar on “Shark Tank,” hoping to secure investment to scale their vision. However, the Sharks were not convinced.
Kevin O’Leary famously called their products “colorful cockroaches” and advised them to “take it behind the barn and shoot it.”
“This is a new innovation I can see a massive market share in the clown Market – Kevin O’Leary “
“I’m not sure I want my daughter uh picking up lipstick with a martini glass and very essential lips on it in red okay when you’re trying to sell the idea of multiple colors I’m not buying into the brand I’m out – Robert Harjavec”
The cruel comments could have been disheartening, but Melissa remained determined. She returned to Detroit more motivated than ever to prove the Sharks wrong.
Defying the Odds after “Shark Tank”
The Lip Bar’s rejection on national television turned into a rallying cry for the brand. And Also for its growing community of supporters.
“Absolutely we cry on that day Roscoe was absolutely the stronger one I was distraught like this was my life’s work it was my life savings I was working on Wall Street at the time and I saved up every single penny to put into the business”
Melissa and her team use the exposure from “Shark Tank,” using it as a platform to promote their message of inclusivity and authenticity. They focused on direct-to-consumer sales through their website.
Also, They utilized social media platforms like Instagram and Facebook to engage with customers who felt underserved by traditional beauty brands.
“We’ve been rejected so many times the Shark Tank one is just the most public and so every day we’re having to pick ourselves up and I think that the city of Detroit had the exact same story – Rosco with Tamaron Hall Shaw”
Their commitment to diversity and high-quality, vegan products began to spread to a broader audience. The brand’s momentum picked up when it secured a partnership with Target in 2018, placing its lipsticks in stores across the nation.
“Your fans right now Michelle Obama Taraji P Henson Issa Ray Dr Jill Biden all Now using the products”
By 2023, The Lip Bar had sold over 2 million units, becoming a celebrated name in the beauty industry and a favorite among customers looking for bold and inclusive beauty options.
The Game-Changing Moment in This week
Despite their success, The Lip Bar was still striving to expand its presence further. In August 2024, an unexpected event happened. It took the brand’s recognition to a whole new level.
During a high-profile appearance at a political rally, Michigan Governor Gretchen Whitmer wore a striking shade of lipstick that immediately caught the public’s attention. Her powerful speech, paired with her vibrant look, quickly went viral.
As social media users buzzed about her makeup, it was revealed that she was wearing “Playmate” one of The Lip Bar’s best-selling shades.
This moment of national attention brought a wave of inquiries and spotlighted The Lip Bar in a way that traditional marketing could never achieve.
The Lip Bar’s website is flooded with new users. And “Playmate” sold out within hours, with orders pouring in from all over the country.
A Surprising Realization
The viral moment with Governor Whitmer wearing their lipstick wasn’t just a quick boost in sales for The Lip Bar. For Melissa and her team, it was a big realization.
They understood that their success wasn’t just about selling lipsticks. As always, it was about what their brand represented empowerment, inclusivity, and daring to be different.
The Lip Bar had grown from being just a beauty brand to becoming a symbol of cultural change.
Growing Bigger and Stronger
After the viral moment, demand for The Lip Bar products skyrocketed.
The company quickly adjusted to the new viral moment and they even named their viral Lipstick as it is famous on the X “Big Gretch”.
Also, they had nearly 50k daily users for their website during this week according to SEMrush stats.
The Lip Bar’s story shows the importance of never giving up, having a clear vision, and sticking to your values. After being rejected on “Shark Tank,” they became a popular brand, selling over 2 million units by 2023.
Their journey proves that by staying true to who they are and building a strong community, a brand can succeed. When Governor Gretchen Whitmer wore their lipstick in 2024, it wasn’t just a lucky break. It was the result of years of hard work and dedication.
Featured Image Credit @ X