Tones of Melanin Shark Tank Update – Shark Tank Season 14
How the HBCU apparel brand expanded its retail presence, product lineup, and community impact after appearing on Shark Tank.
Ashley Jones appeared on Shark Tank Season 14 Episode 22 with Tones of Melanin, her HBCU (Historically Black Colleges and Universities) based clothing brand.
She started the company in 2017 while still attending Norfolk State University. She did not think the college-branded clothing in the school bookstore represented her sense of style, so she started creating and selling her own, sometimes right out of her backpack.
Would the Sharks invest in her fast-growing HBCU apparel brand, or would they think the valuation was too ambitious?
About Tones of Melanin
| Category | Details |
|---|---|
| Business Name | Tones of Melanin |
| Founder | Ashley Jones |
| Industry | Apparel, Collegiate Fashion |
| Product | HBCU-themed clothing, including jackets, hoodies, and more |
| Funding (Pre-Shark Tank) | Self-funded (bootstrapped) |
| Investment Asked | $300,000 for 5% equity |
| Deal Status | Deal secured with Mark Cuban |
| Deal Outcome | $300,000 for 15% equity |
| Valuation | $2 million (at the time of Shark Tank pitch) |
Ashley wanted to create clothing that reflected her style while bringing awareness to HBCUs. Her background was in graphic design, creative directing, and marketing, so it did not take long for word to spread.
The company secured licensing deals with every HBCU and historically Black fraternity and sorority. It sold licensed clothing through Fanatics, Belk department stores, Dick’s Sporting Goods, and HBCU bookstores.
The line grew from simple T-shirts into a complete apparel collection. Items included windbreakers, hoodies, hats, and other collegiate apparel. Ashley wanted her clothing to be high quality while remaining affordable. She also gave back by donating more than $50,000 to HBCU causes.
Tones of Melanin Shark Tank Pitch
Ashley entered the Shark Tank with a small marching band. After the performance, the Sharks applauded. She asked for $300,000 in exchange for 5% equity in her business.
Ashley explained that students at HBCUs had historically been underrepresented in fashion. Tones of Melanin filled that gap by combining streetwear and collegiate wear into its own genre of fashion. The company held over 40 HBCU licenses and stood out for coming from the same community it served. She described the brand as becoming the hub for “all things HBCU.”
The Sharks examined the product samples. Lori Greiner liked the quality. Barbara Corcoran’s jacket cost $28 to make, wholesaled for $86, and retailed for $110. Mark’s reversible shorts cost $20 to make, wholesaled for $48, and retailed for $100. Reversible jackets cost $38 to make and retailed for $165.
Ashley shared that she had been interested in design since high school and had continued with it through college. She designed for multiple organizations on campus before deciding to launch her own brand, recognizing a need within the HBCU community.
There were around 100-102 HBCUs, and Ashley held 40 licenses. The schools she did not have lacked licensing programs. Daymond John mentioned that a major shoemaker had invested $2 billion in HBCU-licensed products, calling it a fast-growing market.
The company had been operating since 2017 and reached lifetime sales of $3.3 million. In the previous 12 months, it generated $1.4 million in revenue. At the time of filming, the company had already generated $1.1 million in sales in 2022. Around 75% of revenue came from retail, while the remainder came from eCommerce.
Ashley also revealed she had received a $973,000 purchase order from Follett just two days before filming. Total profits had reached $300,000, and her manufacturer extended favorable payment terms, allowing payment after delivery.
Ashley explained she wanted the investment to set up a third-party logistics operation to prepare products for retail distribution. Lori suggested simply hiring a third-party logistics company instead. Ashley also planned to use part of the investment for marketing, noting she had spent only $50,000 on marketing to date.
Mark Cuban questioned whether additional marketing was necessary. Ashley explained that she managed the entire business herself. She shared that her grandparents owned one of the first African American beauty supply businesses in their area, giving her firsthand exposure to entrepreneurship.
When her mother lost her job while Ashley was 13, she entered “hustle mode” to pay for lunches and personal expenses. She added that all profits were being reinvested back into the business.
What Makes Tones of Melanin Unique?
Tones of Melanin stood out in the collegiate apparel market through a combination of product quality and community focus:
- Combined streetwear aesthetics with officially licensed HBCU apparel.
- Held licensing agreements with more than 40 HBCUs and numerous Black fraternities and sororities.
- Distributed through major retailers while maintaining a strong direct-to-consumer business.
- Donated more than $50,000 to HBCU-related causes.
Did Tones of Melanin Get a Deal on Shark Tank?
Lori Greiner was impressed by Ashley’s accomplishments but felt the business was outside her expertise, so she declined.
Barbara Corcoran believed Ashley was “on fire,” but she also decided not to invest because she lacked experience in the industry.
Kevin O’Leary viewed the business as an inventory challenge, believing future growth would require significant inventory investment, so he opted out.
Daymond John explained that he had conflicts because he was involved with competing businesses. Although he suggested using campus representatives to sell products, he could not invest.
Mark Cuban admired Ashley’s determination and offered $300,000 for 15% equity. Ashley countered with 12%, but Mark accepted her counteroffer immediately.
Tones of Melanin Shark Tank Update
After the original Shark Tank episode aired, Tones of Melanin experienced a significant surge in online orders as viewers rushed to support the HBCU-inspired apparel brand. The national television exposure introduced the company to a much larger audience and boosted demand across its product categories.
There was still no public confirmation that Ashley Jones’ deal with Mark Cuban had officially closed. It is common with many Shark Tank investments; deals often undergo extensive due diligence after filming, and not all televised agreements are finalized.
Ashley also capitalized on the increased visibility by preparing for the busy fall school season, introducing custom homecoming apparel for HBCU students and alumni.
Shortly after the episode aired, she told Black Enterprise that one of her biggest goals was to expand the company by working more directly with HBCUs instead of relying on third-party intermediaries.
She also expressed interest in expanding the company’s philanthropic efforts through partnerships supporting historically Black colleges and universities.
Product Line and Brand Growth
Following Shark Tank, Tones of Melanin significantly expanded its catalog beyond its original offerings. It includes T-shirts, hoodies, matching sets, pajamas, letterman jackets, windbreakers, reversible jackets, quarter-zips, sweaters, vests, hats, jerseys, shorts, pants, bags, and accessories.
Many products feature officially licensed HBCU colors, logos, and mascots, along with collections celebrating Black Greek organizations. The company also introduced lifestyle apparel featuring pro-HBCU slogans, ’90s-inspired graphics, and empowering messages celebrating Black culture.
Product prices generally range from around $15 to $200, depending on the item.
Retail Expansion and Licensing Success
The momentum generated by Shark Tank helped strengthen Tones of Melanin’s retail presence. By 2025, the company had become the only HBCU apparel brand founded by an HBCU graduate with products sold through major national retailers such as Fanatics, Dick’s Sporting Goods, and Belk.
The company also continued expanding its licensing partnerships with HBCUs, adding more schools and introducing new themed collections, including its Legacy Collection, which celebrates Black excellence, HBCU heritage, and culture through apparel and accessories.
Strong Social Media Presence
Tones of Melanin has continued building its online community since appearing on Shark Tank. By 2025, the brand had grown to more than 50,000 Instagram followers, using its social platforms not only to showcase new merchandise but also to highlight HBCU news, announce model calls, and encourage conversations about student life and Black culture.
Ashley Jones is also active on TikTok, where she shares business updates, HBCU-related content, and discussions on topics important to the HBCU community.
During Black History Month 2025, the brand celebrated notable HBCU alumni, including actress Taraji P. Henson, by featuring apparel representing their alma maters, thereby reinforcing the company’s mission to promote HBCU pride and heritage.
As of 2025, Tones of Melanin continues expanding its retail footprint, licensing partnerships, and apparel collections while remaining one of the leading HBCU-inspired fashion brands in the U.S.
Posts about Tones of Melanin on Shark Tank Blog
Check for more updates on Tones of Melanin Apparel Collection.
Where Can You Buy It?
Customers can purchase Tones of Melanin apparel through the company’s website as well as retailers including Fanatics, Belk, Dick’s Sporting Goods, Follett, and participating HBCU bookstores.
Follow Tones of Melanin on Facebook and Instagram for more updates.
Quick Summary
- Ashley Jones pitched Tones of Melanin, an HBCU-inspired collegiate apparel brand, and accepted Mark Cuban’s $300,000 investment for 15% equity on Shark Tank.
- Although there has been no public confirmation that the investment officially closed, the company continued to grow through expanded licensing agreements and major retail partnerships.
- Since appearing on Shark Tank, Tones of Melanin has continued promoting HBCU culture through fashion while growing into one of the country’s leading HBCU apparel brands.
Check out other Shark Tank Season 14 Episodes.
Curious about the other businesses featured in Shark Tank Season 14 Episode 22? Explore all the businesses and deals from this episode to see which ideas made a splash in the Tank.
