FRSH Shark Tank Update – Shark Tank Season 14
Donovan and Trey Brown pitched FRSH, their subscription-based car air freshener brand, on Shark Tank, seeking $200,000 for 5% equity.
Imagine a car air freshener that went beyond the basic pine scent. FRSH brought a breath of fresh air to the car accessory market, and they took their vision to Shark Tank.
On Shark Tank Season 14 Episode 7, Donovan and Trey Brown, two of FRSH’s five co-founders, pitched their subscription-based car air freshener business.
They entered the Tank seeking a $200,000 investment in exchange for 5% of their company. Would the Sharks invest in their mission to modernize the billion-dollar car air freshener market?
About FRSH
| Category | Details |
|---|---|
| Business Name | FRSH |
| Founders | Donovan Brown, Trey Brown, Garrick Mitchell, Martin Weiss, and Dean Parker |
| Industry | Car Accessories |
| Product | Subscription-based car air fresheners |
| Funding (Pre-Shark Tank) | Self-funded |
| Investment Asked | $200,000 for 5% equity |
| Deal Status | Deal secured with Barbara Corcoran (pending AutoZone deal) |
| Deal Outcome | $200,000 for 20% equity |
| Valuation | $1 million (at the time of Shark Tank pitch) |
The five childhood friends co-founded the company in 2018 after brainstorming ideas in their Los Angeles apartment. One of them said, “Why don’t we do something random like car air fresheners?” So they did.
FRSH initially operated as a direct-to-consumer subscription business. The company grew to $540,000 in sales in 2021 and expected to reach $750,000 in 2022. By the time of the Shark Tank pitch, the company had generated more than $1.1 million in lifetime sales.
Two air fresheners per month cost $8.25, while a six-pack sold for $14.99. Each two-pack cost 38 cents landed, and subscribers stayed subscribed for four months.
FRSH Shark Tank Pitch
Donovan Brown and Trey Brown entered the Tank seeking $200,000 for 5% equity.
They painted a picture everyone could relate to: the perfect drive, windows down, music up, and then the unpleasant smell inside the car. FRSH showed traditional pine tree air fresheners, threw them away, and introduced FRSH as an untapped opportunity in the market.
They explained their product and showcased several scents. When they introduced their NBA-licensed air fresheners, they used a Golden State Warriors air freshener and joked that it “smelled like winning.” They also pointed out that air fresheners had not changed in years and that they “smelled a deal.”
As the Sharks examined the samples, Mark Cuban called it “the dumbest marketing move ever.” He immediately went out, telling Donovan and Trey they “needed to read the room.” He remained silent for the rest of the pitch.
Lori Greiner liked the scents, and the founders explained they offered both traditional and non-traditional fragrances while adding a “cool factor” to the brand.
Robert Herjavec, Kevin O’Leary, and Barbara Corcoran questioned the founders about their business.
Donovan and Trey shared sales figures of $540,000 in 2021 and projected $750,000 for 2022. They explained that retail and wholesale represented their biggest opportunity and revealed they were close to finalizing a deal with AutoZone, which would begin in 2,000 of its 6,000 stores with an order worth $2.1 million.
What Makes FRSH Unique?
FRSH has its uniqueness in the car air freshener market through its mix of product innovation and business model:
- Subscription service with customizable or random monthly scent deliveries.
- Air fresheners that lasted twice as long as traditional pine tree fresheners and included song lyric snippets.
- Licensed partnerships with the NBA and SpongeBob SquarePants alongside retail expansion opportunities.
Beyond subscriptions, FRSH offered bulk purchases, particularly for its licensed products. They partnered with the NBA and SpongeBob SquarePants, offering NBA packs in various sizes and SpongeBob packs for fans.
With 10,000 loyal subscribers generating $600,000 annually, FRSH proved its direct-to-consumer model. The brand was already in over 2,700 Target locations and aimed to expand into 6,000 Dollar General stores.
Did FRSH Get a Deal on Shark Tank?
Robert Herjavec asked whether the business was profitable. Donovan and Trey explained that the company generated $540,000 in sales during 2021 and earned a $40,000 profit.
The founders discussed their backgrounds in sales and advertising and shared that they had previously created an app for Black and Brown emojis in 2014. The Sharks were surprised when Trey revealed that the U.S. car air freshener market was worth $300 million.
Lori believed the products were too male-oriented and needed more female-friendly options, so she declined.
Robert Herjavec called the founders “the real deal” but could not see himself investing. He recalled a childhood road trip where he stared at an air freshener for nearly 24 hours and decided he was out.
Kevin O’Leary questioned the company’s $4 million valuation for a business that was not profitable and also declined.
Barbara Corcoran congratulated the founders on their sales but expressed concern about the move into retail. Donovan explained that retail had always been the goal because customer acquisition costs made direct-to-consumer less sustainable.
Barbara Corcoran offered $200,000 for 25% equity, contingent upon the AutoZone deal closing. Donovan countered with 15%; Barbara declined, and he then proposed 20%. Barbara accepted the offer.
The founders later apologized to Mark Cuban for the provocative pitch, and Cuban responded, “It’s all good.”
FRSH Shark Tank Update
Following the episode, FRSH benefited from Shark Tank exposure both online and through its retail expansion. Barbara tweeted: “Welcome to the family #RideFRSH. 2 fabulous entrepreneurs. #SharkTank @ABCSharkTank”
Mark Cuban received backlash on social media for his reaction during the pitch. The founders later acknowledged that they had intentionally tried to provoke Cuban to generate publicity, and the strategy drew additional attention to the brand.
Barbara Corcoran Deal and AutoZone Expansion
Although early reports suggested the investment had not closed, Barbara Corcoran’s Shark Tank deal was later finalized successfully. The partnership helped FRSH secure its anticipated $2.1 million purchase order from AutoZone for an initial rollout in 2,000 stores.
The AutoZone rollout did take place, but FRSH’s products are no longer listed on AutoZone’s website. This suggests that the retail relationship was temporary or has since ended.
Following the AutoZone rollout, the company expanded both its product line and retail distribution. It also strengthened its licensing partnerships with the NBA and Viacom, adding more branded products to its lineup.
Revenue Growth and Business Performance
FRSH reported approximately $2.2 million in annual sales in 2023. Later estimates of around $750,000 in annual revenue appear to reflect a different reporting period or a change in the company’s business performance.
More recent reports estimate the company has a valuation of $1.3 million.
The company has also built a loyal customer base of more than 100,000 drivers and has sold over 3 million air fresheners since its launch.
Retail Presence and Product Expansion
FRSH’s retail expansion has included Target and the company’s attempted AutoZone rollout, with additional retail opportunities pursued after its Shark Tank appearance. At one point, the brand was available in more than 2,700 Target locations and aimed to expand into 6,000 Dollar General stores.
The initial AutoZone expansion occurred after the Shark Tank deal, but the products no longer appear on AutoZone’s website.
The company has also expanded beyond paper air fresheners by introducing Car Cleaning Kits that include a mini vacuum, microfiber towels, scented air sprays, and several signature FRSH air fresheners.
FRSH remains focused on subscriptions, wholesale partnerships, and retail distribution. The founders also explored international distribution opportunities, receiving interest from distributors in markets such as New Zealand and the Caribbean, although the extent of that expansion remains unclear.
While plans to place NBA-licensed products in retailers such as Dick’s Sporting Goods and Fanatics have progressed more slowly than expected, FRSH has continued to expand its product offerings and brand partnerships.
Update on the Founders
Donovan Brown and Trey Brown continue to lead FRSH. Donovan has also served as CEO of The Long Tail Agency, a Los Angeles-based marketing agency that has worked with brands including Nike, Peacock, AT&T, and the American Cancer Society. Trey Brown remains involved in growing FRSH alongside his brother.
Where Can You Buy It?
FRSH products are available through the company’s official website. Customers can also follow the brand on Facebook and Instagram for updates.
Target has also been an important retail channel for FRSH, although current store availability can vary. The company’s retail presence has changed over time, so customers should check FRSH’s official website or individual retailers for the latest availability.
Quick Summary
- Donovan and Trey Brown were two of five co-founders who pitched FRSH, a subscription-based car air freshener business. Barbara Corcoran agreed to invest $200,000 for 20% equity, subject to the AutoZone deal.
- FRSH subsequently expanded its retail presence, including an AutoZone rollout, while continuing to develop its subscription and licensed-product businesses.
- The brand has grown beyond its original subscription model with NBA and entertainment licensing, retail distribution, and car-cleaning products.
Check out other Shark Tank Season 14 episodes.
Curious about the other businesses featured in Shark Tank Season 14 Episode 7? Explore more updates and see which ideas made a splash in the Tank.
