Sock Candy Net Worth 2025: How Sheer Socks Became a $1.5M Shark Tank Success
Sock Candy Net Worth hits $1.5M in 2025 after Shark Tank deal with Barbara Corcoran fuels bold growth in fashion socks.
Can a pair of sheer socks really build a million-dollar brand?
That’s exactly what happened when Mary Gui walked into the Shark Tank and pitched Sock Candy, her bold, fashion-forward sock line. What started as a niche influencer project turned into a profitable business with national exposure, thanks to Barbara Corcoran and a $150,000 deal that valued the company at $1.5 million. But what happened after the show aired? Let’s break down the real story of Sock Candy’s rise, profits, challenges, and net worth in 2025.
The Shark Tank Deal That Changed Everything
On Season 16, Episode 16 of Shark Tank, Mary Gui asked for $150K in exchange for 5% of her company. Most of the Sharks passed, but Barbara Corcoran saw something more.
Barbara made an unusual offer: $150K for 15%, with a powerful twist. If she couldn’t connect Mary to a buyer at Target, Mary would keep the investment and her equity. That’s not something you hear every day in the Tank.
Mary countered with 10% equity, and Barbara agreed. That deal didn’t just bring in cash. It brought access, credibility, and a big retail promise. Immediately after the episode aired, Sock Candy launched two Shark Tank-themed sock bundles and rode the wave of national attention.
RELATED: WHY DOES BARBARA CORCORAN LIVE IN A MOBILE HOME
Sock Candy Net Worth in 2025: A Realistic Look
The deal valued Sock Candy at $1.5 million, and that’s the most credible figure we have. What we do know: Sock Candy pulled in $1.25 million in revenue in 2024, with $375K+ in profit, surpassing Mary’s original projection. The company remains lean, profitable, and founder-led.
Mary Gui: From Blogger to CEO
Before Sock Candy, Mary Gui worked in corporate advertising, but fashion was her true calling. Through her blog Layers of Chic, she built an online following by pairing socks with heels and sandals, turning a simple accessory into a bold fashion statement.
She listened to her audience, saw the market gap, and filled it with a line of sheer, elevated socks that looked nothing like what was on the market. With no outside funding, she launched in 2020 and grew the brand from the ground up using Shopify data, Pinterest boards, and clever Reddit marketing.
RELATED: TOP 8 MOST SUCCESSFUL SHARK TANK PRODUCTS
How Sock Candy Makes Money
The business model is tight and profitable:
- Retail price: $18 per pair
- Wholesale: $9
- Cost per unit: $2.50–$3.00
That’s an 83% retail gross margin and a 67% wholesale margin. In 2024, Sock Candy made over $375K in profit, an impressive 30% net margin. The entire business runs with just one full-time and one part-time employee.
Product Differentiation in a Crowded Market
Sock Candy isn’t just another sock company. It’s built around a very specific niche: sheer socks with flair.
Each pair is designed with whimsical prints, bold colors, and a bit of artistic edge, some even look like tattoos when worn. After noticing that sheer styles sold faster, Mary pivoted the product line and made them the star.
Manufacturing happens in BSCI-certified factories in China, which can handle the complex embroidery that U.S. factories can’t. Knockoffs exist, but customers often say the quality just doesn’t compare.
Where You Can Buy Sock Candy in 2025
Sock Candy sells mostly through SockCandy.com, but it also partners with 300+ independent boutiques across the U.S.
Big-box retail? That’s still in progress. Barbara promised a connection to Target, but there’s no confirmed listing yet. Meanwhile, Mary is also pursuing a QVC partnership and continues to scale smart.
On social platforms like Reddit, Mary uses a stealth strategy: posting photos of outfits featuring the socks, without revealing she’s the founder. It’s subtle, authentic marketing that works.
Challenges Ahead: Tariffs and Competition
In June 2025, a 30% import tariff on Chinese-made goods hit Sock Candy hard. Mary responded by raising prices around 10%, choosing to eat most of the cost herself to avoid losing customers.
There’s also pressure from fast fashion knockoffs, but customers consistently say they’re let down by the quality. Sock Candy counters with durability, detail, and ethical sourcing, including fair labor standards at its factories.
How far will Sock Candy go with Barbara Corcoran’s mentorship?
Final Verdict: Not Just a Sock Brand
Sock Candy’s $1.5 million valuation wasn’t hype, it was a reflection of real strategy, passion, and proof of product-market fit.
Mary Gui has built more than a business. She’s created a brand that celebrates creativity, individuality, and fashion without rules. Whether or not the Target deal happens, Sock Candy is already a standout success story.
And as long as Mary keeps designing socks that make people stop and stare, this bold little brand will keep stepping forward.
🔹 TL;DR (Too Long; Didn’t Read)
Sock Candy net worth hit $1.5M in 2025 after a game-changing Shark Tank deal. Backed by Barbara Corcoran, the brand scaled smart and stayed bold.
FAQs
Is Sock Candy still in business in 2025?
Yes, Sock Candy is still active in 2025, with continued online sales, boutique partnerships, and new design releases.
What is Sock Candy’s net worth in 2025?
Sock Candy is estimated to be worth $1.5 million in 2025 following its successful Shark Tank deal and sustained profit growth.
Did Sock Candy get a deal on Shark Tank?
Yes, founder Mary Gui secured a $150,000 deal with Barbara Corcoran for 10% equity during Season 16 of Shark Tank.
Where can I buy Sock Candy socks?
You can buy Sock Candy socks on their official website, SockCandy.com, and at over 300 independent boutiques across the U.S.
Who is the founder of Sock Candy?
Sock Candy was founded by Mary Gui, a former fashion blogger who turned her love of style into a thriving sock brand.
Is Sock Candy available in Target or QVC?
As of 2025, Sock Candy is not yet in Target or QVC, though a partnership with those retailers was explored after Shark Tank.
