Gently Soap Shark Tank Update – Shark Tank Season 15
Kristen Dunning, a self-described “eczema warrior,” brought her all-natural skincare line, Gently Soap, to Shark Tank Season 15.
Kristen Dunning hoped to clean up and snag an investment for Gently Soap, her line of herbal soaps designed for people with eczema and sensitive skin, in Shark Tank Season 15 Episode 1, the Season 15 premiere.
Kristen Dunning described herself as an “eczema warrior” and “herb science lover” who suffered from eczema throughout her childhood. She used numerous topical prescription medications over the years but found greater relief from her grandmother’s herbal concoctions.
This led her to pursue studies in medicinal plants, their traditional uses, and potential benefits for common skin conditions at the University of Georgia in 2018. She began making and testing soaps and launched Gently Soap in October 2020.
Would the Sharks believe in her mission and invest in a natural solution for sensitive skin?
About Gently Soap
| Category | Details |
|---|---|
| Business Name | Gently Soap |
| Founder | Kristen Dunning |
| Industry | Consumer Goods |
| Product | Gentle, herbal soaps for people with sensitive skin and eczema |
| Funding (Pre-Shark Tank) | $54,500 from startup business competitions |
| Investment Asked | $75,000 for 10% equity |
| Deal Status | Deal secured with Candace Nelson |
| Deal Outcome | $75,000 for 25% equity |
| Valuation | $300,000 (at the time of Shark Tank pitch) |
All the Gently Soap products were herbal, sustainably made, 100% natural, vegan, essential oil-free, fragrance-free, dye-free, and palm-oil-free.
Kristen launched the business with $54,500 from a variety of startup business competitions, including the 2022 TiE Atlanta, 2022 Terry College of Business Student Startup Award, 2021 UGA Spring Quick Pitch, 2020 UGA Idea Accelerator, and the University of Georgia Kickstart Fund.
As a one-woman business, she wore many hats, but her vision for the future was to expand, and a Shark could help with that.
Gently Soap Shark Tank Pitch
Kristen entered the Shark Tank seeking $75,000 for 10% equity in her company. She said nobody should be robbed of joy because of their sensitive skin.
She shared how she had eczema her whole life and how bath products caused her extreme pain. She explained that she set out to create a joyful yet gentle bathing experience for people like her and spent three years studying horticulture and medicinal plants to learn about the power of plants.
Kristen told the Sharks that Gently Soap contained no essential oils or harsh chemicals, allowing people with sensitive skin to enjoy bathing, while still being suitable for anyone to use.
The Sharks examined their samples. Lori Greiner liked the smell, while Candace said she was sensitive to fragrances but thought the soaps smelled fresh.
Kristen explained that she had an undergraduate degree in horticulture and spent summers at her grandparents’ farm. She sold directly to consumers and planned to launch on Amazon two weeks after filming.
She shared that lifetime sales at the time of filming were $113,000, while 2022 sales totaled $66,000. She started the business while still a full-time student and managed to grow sales three times year over year. Repeat customers accounted for 78% of purchases, while 60% of customers had skin issues such as eczema.
Kristen also revealed that profits from 2022 sales were $38,000. Each bar of soap cost $2.38, including packaging, and sold for $11.
What Makes Gently Soap Unique?
Gently Soap stood out in the skincare market through its combination of natural ingredients and founder story:
- Created specifically for people with sensitive skin and eczema.
- Herbal, vegan, fragrance-free, essential oil-free, dye-free, and palm-oil-free.
- Developed through years of horticulture and medicinal plant research.
- Strong customer loyalty with a 78% repeat purchase rate.
Did Gently Soap Get a Deal on Shark Tank?
Kristen explained that more than 70% of the U.S. population experienced some form of sensitive skin issue, and that it was a growing problem.
Kevin O’Leary was put off by the price, but the other Sharks defended it. Kristen became emotional while talking about being bullied because of her skin.
Lori Greiner loved what Kristen had built but couldn’t invest because of another commitment, so she was out.
Mark Cuban said he wasn’t a luxurious soap person and couldn’t connect with the product, so he was out. Daymond John also decided he couldn’t help the business and exited.
Kevin O’Leary asked about customer acquisition costs. Kristen explained that she acquired a customer for $5.83, with an average order value of over $40.
Kevin offered $75,000 for 10% equity plus a $1 royalty per bar until he recouped $500,000, after which the royalty would drop to 20 cents per bar in perpetuity.
Candace Nelson called Kristen a passion-driven entrepreneur and offered $75,000 for 30% equity.
Kristen countered at 15%, but Candace declined. She then countered at 20%, and Candace declined again. When Kristen made a final counteroffer of 25%, Candace accepted.
Gently Soap Shark Tank Update
On the night the episode aired, Gently Soap sold out its inventory. The company quickly restocked its website, and orders continued to come in over the following days.
Did the Shark Tank Deal Close?
Unlike some Shark Tank deals that fall through after filming, Kristen Dunning’s deal with Candace Nelson officially closed behind the scenes.
After the original air date, Kristen said of the partnership with Candace, “We’re going to pitch to Target. We’re going to pitch to Walmart. And none of that is guaranteed, but it’s happening, and it is beyond what I thought I would be able to achieve at this point in the business.”
Kristen and Candace continued working together after the show and also appeared together on podcasts and social media, highlighting their ongoing partnership.
Media Features & Recognition
In December 2023, Kristen and Candace appeared on FOX 11 Los Angeles (Good Day L.A.), where Candace said she invested because of Kristen’s personal stake and passion for developing the product.
Since appearing on Shark Tank, Gently Soap has been featured on Good Morning America, Oprah’s Favorite Things 2024, People, ELLE, and Beauty Independent. The brand also received a mention in People’s Best Beauty Products.
Business Growth
Since Shark Tank, Kristen has continued expanding the brand. Gently Soap now offers four essential-oil-free bar soaps, while remaining focused on sensitive skincare products.
The products are manufactured in an FDA-registered facility and received the National Eczema Association Seal of Acceptance.
The company also expanded its retail presence by making its products available through online retailers including Thirteen Lune and BLK + GRN, in addition to the official Gently Soap website.
After gaining exposure through Shark Tank and Oprah’s Favorite Things, Kristen announced in 2025 that Gently Soap was preparing for its biggest retail milestone yet: a planned Walmart launch in early 2026. The company sold more than 180,000 bars of soap in 2024 and maintained a 70% repeat customer rate through its website.
Kristen said her long-term goal was to make Gently Soap the leading sensitive skin bar soap brand at Walmart while continuing to grow the business at a steady pace.
Awards & Achievements
Kristen continued to earn recognition after the show. She became a finalist in Pharrell’s Black Ambition initiative and won Aveeno’s 2023 Skin Health Startup of the Year award, while also receiving recognition through Techstars New Orleans as one of its leading startups.
In June 2024, Gently Soap became part of Candace Nelson’s C2 Ventures portfolio, marking another milestone for the business.
In August 2024, Kristen launched “Gentle Conversations,” a monthly series discussing entrepreneurship, agriculture, holistic health, and other topics closely aligned with the Gently Soap brand.
Kristen Dunning revealed that Gently Soap had surpassed $1 million in annual recurring revenue (ARR) despite inventory financing challenges.
The estimated net worth of Gently Soap was reported to be between $2 million and $3 million as of 2026.
Posts about Gently Soap on the Shark Tank Blog
Want to learn more about the entrepreneur behind Gently Soap? Check out our detailed profile on Kristen Dunning and discover how her personal journey with eczema inspired the creation of the brand. Kristen Dunning: The Inventor Behind Gently Soaps
Where Can You Buy It?
Gently Soap products are available for purchase on the company’s official website and on Amazon. Follow Gently Soap on Facebook and Instagram for updates.
Quick Summary
- Kristen Dunning pitched Gently Soap, a gentle, plant-based skincare brand designed for people with sensitive skin and eczema, and secured a deal with Candace Nelson for $75,000 in exchange for 25% equity.
- After airing, Gently Soap sold out its inventory, the deal with Candace officially closed, and the brand expanded into additional retail channels, including Thirteen Lune and BLK + GRN.
- The company has since gained national recognition through features in Oprah’s Favorite Things 2024, Good Morning America, People, and ELLE, while also joining Candace’s C2 Ventures portfolio and earning multiple startup awards.
Check out other Shark Tank Season 15 Episodes.
Curious to know about other businesses that appeared in the same episode? Check out their business updates!
