Kristen Dunning, the founder of Gently Soaps, entered Shark Tank with a deeply personal mission. Having battled eczema her entire life, she knew the frustration of trying to find skincare products that didn’t irritate her sensitive skin.
Most bath products were filled with harsh chemicals and fragrances that only made her condition worse. This struggle led her to create Gently Soaps, a line of gentle, botanical soaps. These soaps are specifically designed for individuals with skin conditions like eczema and psoriasis.
“I thought I was doomed to a single bar of boring white soap for the rest of my life,” Kristen told the Sharks. “So I set out to create a joyful yet gentle bathing experience for people like me.”
What began as a personal solution for her own skin turned into a thriving business, especially after her appearance on Shark Tank.
From Personal Pain to Business Innovation
Kristen’s love for plant-based solutions comes from her background in agriculture. Growing up in a farming community, she studied horticulture for years to learn how plants could heal the skin.
This knowledge, along with her personal experiences, inspired her to create Gently Soaps. The product line offers natural soaps free of irritating essential oils and synthetic fragrances. Instead, it focuses on unique herbal infusions that soothe conditions like eczema and psoriasis.
“Humans deserve to feel joy, and no one should be robbed of joy because of their sensitive skin,”
Kristen declared during her pitch.
The Shark Tank Pitch
During her pitch, Kristen asked for $75,000 in exchange for 10% equity in Gently Soaps. She shared her sales figures—$113,000 in sales since launching in February 2021, with a strong repeat customer rate of 78%.
Kristen’s ability to generate these numbers while also being a full-time student impressed the Sharks. “The thing that got me on this deal… your margins are even more beautiful,” Kevin O’Leary remarked.
Her story resonated particularly with guest Shark Candace Nelson, founder of Sprinkles Cupcakes. Candace ultimately offered $75,000 for 25% equity, a deal Kristen accepted after several counteroffers.
“Candace Nelson offered to introduce me to major beauty platforms like Thirteen Lune, which has helped me grow my brand,” Kristen explained in an interview.
What Happened to Gently Soaps After Shark Tank?
After securing the deal with Candace Nelson, Gently Soaps saw immediate success. Within a week of the episode airing, Kristen’s company received over 4,000 orders, generating more than $50,000 in revenue.
As of August 2024, Gently Soaps’ net worth is $1 million.
“We sold out on both Thirteen Lune and Amazon,” Kristen shared on social media. This surge in demand pushed her small team, made up of friends and family, to work tirelessly to fulfill orders.
Gently Soaps didn’t just grow in terms of sales. Kristen’s story and products were also featured in major publications such as Eco Parent Magazine and Oprah Daily, further increasing the brand’s visibility. Additionally, Kristen won a $100,000 grant from Aveeno’s Startup Collective Contest, helping her expand the brand’s reach even more.
The Secret to Success
What sets Gently Soaps apart in a crowded market is Kristen’s personal connection to the product and her dedication to natural ingredients.
The soaps are made with soothing, anti-inflammatory plants like calendula and chamomile. These ingredients are gentle on sensitive skin and carry subtle botanical scents.
“This brand is helping me unlearn a lot of the negative associations I had with eczema and instead make myself and others with skin conditions feel celebrated,” Kristen reflected.
This authenticity has resonated with customers, many of whom have left glowing reviews. “I’ve struggled with sensitive skin for years, and Gently Soaps is the only product that hasn’t irritated my eczema,” one customer shared in a review.
A Bright Future
As Gently Soaps continues to grow, Kristen is looking to the future. She is actively working on expanding her product line and exploring partnerships with major retailers like Target and Walmart. “We’re just getting started,” Kristen said in a recent interview. “We’re going to pitch to some of the biggest retailers in the country.”
With her background in agricultural science, Kristen is well on her way to making Gently Soaps a household name. Her passion for creating inclusive skincare solutions has been a driving force behind her success. Her journey from personal struggle to business success on Shark Tank demonstrates the power of perseverance. It also highlights the impact of innovation in solving real-world problems.
Gently Soaps remains a brand built on the principle that everyone deserves a little joy in their daily routine, even those with sensitive skin. And with Kristen Dunning at the helm, it’s clear that Gently Soaps will continue to flourish.