Picture yourself heading out on a long-awaited hike, excited for the adventure ahead. But within minutes, discomfort sets in, your socks bunch up, cause blisters, and fail to provide the support you need. The problem? Most outdoor socks are made with men’s feet in mind, ignoring the unique needs of women.
That’s where ToughCutie comes in. The brand offers high-performance hiking socks designed specifically for women, ensuring a perfect fit, long-lasting comfort, and superior durability.
Finding well-designed outdoor gear for women has always been a challenge. Brittany Coleman saw this problem firsthand.
After working in the outdoor apparel industry, she realized that most women’s products were created by men without truly understanding women’s needs.
Determined to change this, she launched ToughCutie, a brand that not only provides premium merino wool socks for women but also challenges the male-dominated outdoor industry.
Her vision caught the attention of Shark Tank’s investors, where she pitched her company and secured a deal with Barbara Corcoran.
With rising sales and a growing community of outdoor enthusiasts, is ToughCutie on its way to becoming a household name? Let’s take a closer look.
ToughCutie’s Journey Before Shark Tank
Brittany Coleman’s path to creating ToughCutie was anything but easy. Raised in Las Vegas, Nevada, she and her mother faced periods of homelessness.
This experience shaped her resilience and determination. Later, when she entered the corporate world, she discovered a frustrating truth.
Women’s outdoor gear was often an afterthought, designed by men without real input from female users.
Brittany Coleman
As she recalled, “I used to manage the sock division of an outdoor brand, and the decision at the company was essentially that we would be designing for the girlfriend of the ‘real outdoorsmen.’
She didn’t really need quality gear; she was just supposed to look the part.” Frustrated by this mindset, she decided to take matters into her own hands.
In 2019, she founded ToughCutie. Her mission was clear, to create socks that were not just stylish but truly functional for women.
Her journey wasn’t without setbacks. A crowdfunding campaign failed, leaving her searching for other funding options. Instead of giving up, she entered a pitch competition for women-owned businesses, and won.
This victory secured a retail deal with Title Nine, which was a major breakthrough for her brand.
By 2022, ToughCutie’s first official product, Eve – The Original Ladies Lightweight Merino Wool Hiker, launched. The brand quickly gained recognition. It earned Outdoor Life’s “Most Comfortable Hiking Sock” award in both 2023 and 2024.
Though sales were growing, Brittany faced challenges with inventory management and marketing. These issues would later come up during her Shark Tank pitch.
Shark Tank Pitch Recap
Brittany entered Shark Tank seeking $100,000 for 10% equity, valuing her company at $1 million. Her pitch was passionate. She emphasized ToughCutie’s mission to create high-quality socks designed by women, for women.
When the Sharks asked about financials, Brittany revealed that ToughCutie had generated $967,000 in lifetime sales. She broke it down further.
Sales in 2022 were $47,000, followed by a massive jump to $748,000 in 2023. However, 2024 sales stood at $210,000 year-to-date, with an estimated end-of-year total between $300K and $350K.
Kevin O’Leary was particularly interested in her profit margins. Brittany explained that ToughCutie’s socks cost between $6.85 and $7 to make, retailing for $24.
Mark Cuban was surprised and commented, “That’s not bad.” However, the Sharks were concerned about the business relying too heavily on retail. 95% of sales came from partnerships like REI, with only 5% from online sales.
A major concern was the decline in 2024 sales. Brittany admitted that the company had been out of stock for much of the year, leading to lost sales opportunities.
She assured the Sharks that ToughCutie had restructured its supply chain to prevent similar issues in the future.
Despite her strong pitch, Kevin, Lori, Mark, and Jamie all decided not to invest. They cited inventory mismanagement and the need for stronger direct-to-consumer growth.
The turning point came when Barbara Corcoran made an offer, $100K for 25% equity. She believed that Brittany needed to focus on branding and marketing to scale the business.
Brittany tried to negotiate, but Barbara refused to budge. In the end, she accepted the deal.
ToughCutie Shark Tank Update
Appearing on Shark Tank gave ToughCutie a huge boost in visibility. The exposure drove more website traffic and increased social media engagement. It introduced the brand to a larger community of women outdoor enthusiasts, helping to build brand recognition.
One of Brittany’s top priorities was expanding online sales. Only 5% of previous revenue had come from direct-to-consumer channels. To address this, she began investing in digital marketing and online advertising.
Additionally, ToughCutie made a sustainability shift by transitioning to responsibly sourced yarn. This aligned with the growing demand for eco-friendly products.
By early 2025, with a projected 10% growth rate, ToughCutie’s estimated net worth had grown to $586,000. The company showed steady improvement.
Future Plans for ToughCutie
Looking ahead, ToughCutie is focusing on three key areas. First, it plans to grow its online presence by increasing advertising efforts and leveraging influencer partnerships.
Second, it aims to develop new products beyond socks while maintaining its women-focused mission.
Third, the brand is working on strengthening retail relationships while participating in industry events to boost awareness.
The company has already been featured at The Front Market in Austin, TX, the Gossamer Gear Pop-Up & Holiday Party, and the Outdoor Rec Industry Market in Brazos Bend State Park.
These efforts are helping ToughCutie reach a wider audience and establish itself as a leader in women’s outdoor gear.
Closing Thoughts
Brittany Coleman’s journey proves that persistence and vision can turn industry frustrations into groundbreaking solutions.
What started as an idea born from a lack of proper outdoor gear for women has grown into a brand that is challenging industry norms. ToughCutie is providing women with the high-quality socks they deserve.
With Barbara Corcoran’s backing, ToughCutie is well on its way to expanding direct-to-consumer sales, launching new products, and increasing brand awareness.
Whether you’re a seasoned hiker or just getting into the outdoors, ToughCutie is proving that the right socks can make all the difference.
Would you buy ToughCutie socks for your next adventure? Let us know in the comments!
We’re closely following the company to bring you valuable insights. Stay tuned for the latest updates on ToughCutie!
Feature Image Credit: @abc/@christopherwillard
