In a world of fast-paced technological advancements, wellness trends, and product innovations, stories like Essence Ring are rare to find. It began as a simple solution to get rid of unpleasant, strong odor in everyday situations.
After its appearance on Shark Tank, the brand got more visibility, and after securing an investment from Daymond John, it completely transformed itself. Daymond John’s strategic partnership turned Essence from a nasal diffuser into a multi-million-dollar momentum.
Let’s unpack how this journey unfolded, the role Daymond played, and why Essence’s growth story stands out.
The Spark That Started It All
Tami, Mike DeLeeuw, and Judah did not get this idea from a wellness think tank or any industry lab; rather, it struck them from their everyday lives.
Once, Mike was travelling to Dallas, and he had to sit next to people with an overwhelming odor, which is when he got this idea. At that time, he did not know the potential size of this market, but he leveraged nasal diffusers as his scent-shielding device.
Consequently, he quickly teamed up with his wife and his wife’s brother, Judah Houser. They began experimenting with essential oils and various methods to eliminate the unwanted smells.
After testing many prototypes, they developed rings, which they claim provide a personal zone of freshness and a lavender scent. These wearable rings block any unpleasant smell, irrespective of where you are.
Shark Tank: The Big Break
Essence Ring’s breakthrough moment was when it appeared on Shark Tank Season 16 Episode 17, seeking $250,000 in exchange for a 10% stake. At that point in time, they collaborated with many SPAs. However, they also relied on influencer marketing, which gave a boost to D2C (Direct-to-Consumer) sales.
All the Sharks were perked up by the product and their promising revenue figures, which stood at $500,000 in 2025. Additionally, the brand generated a net profit of $100,000 out of its earnings, which was pretty impressive for an early-stage business.
Each ring was infused with long-lasting, high-quality essential oils that can last up to five hours. Interestingly, they received four offers from the Sharks, including Kevin O’Leary, Mark Cuban, Daymond John, and Barbara Corcoran. Mr. Wonderful’s offer included $0.50 royalty per unit, as he usually likes, while Daymond and Mark offered $250K in exchange for a 20% stake. But Barbara’s offer included a higher stake of 25%.
Undoubtedly, Daymond John claimed to have industry experience. He was the first one to recognize the product’s clever simplicity connected to wellness trends and lifestyle. Thus, after negotiating with other Sharks, the founders decided to secure a deal with Daymond on the same terms.
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Why Daymond John?
Daymond John’s impact in the business is not just limited to money; instead, his impact extends to the underlying vision.
Being a successful entrepreneur who founded FUBU and is a long-term investor on the Tank, he has made various high-impact investments. Moreover, along with capital, he brings operational experience with industry insights. Let’s have a look at what he offered to the brand.
Industry Credibility and Branding
Daymond John’s collaboration with Essence provided the brand with legitimacy and credibility. He had a reputation for product branding, along with the consumer products market. He helped the brand drive conversations that would otherwise have taken years.
Posts on social media channels highlighted Daymond as an investor in Essence. This signaled to partners and consumers that the brand was much more than a novelty; it was an authentic, sterling company on the rise.
Marketing Momentum
An appearance on Shark Tank is itself enough to drive sales. But securing a deal with Daymond John amplified that effect. Post Shark Tank, Essence witnessed a significant increase in website traffic and orders, extending beyond its existing customer base.
In one of the recent highlights, the founders said that within 5 months of closing the deal with Daymond, their revenue reached $1.2 million. Furthermore, they expanded their distribution channels to selling platforms like Amazon.
Post Shark Tank Update
After collaborating with a seasoned investor, Essence did not just stop at nasal rings; instead, they expanded their product ecosystem.
According to their website, they are now offering various scent options for people with different moods and situations. Also, the brand began selling travel packs and accessory kits, further enhancing its appeal.
With the help of Daymond John, the brand has now introduced its products in airports. As it appeared in the update segment of Shark Tank Season 17 Episode 8, the founders explicitly claim that other investors and customers understand the value of Essence just because they are associated with Daymond.
Essence has been featured at events such as Caesars Entertainment’s wellness roadshows and conferences and has pursued strategic partnerships.
In fact, Essence attended industry events like the PCMA Conference in 2025. This shows their engagement with the audience beyond online sales.
What is Next?
Looking ahead, Essence appears poised to continue growing as a niche wellness brand.
With Daymond’s backing and an expanding product range, potential future developments could include brick-and-mortar stores, shelf placements, and B2B partnerships with airlines. It might also include subscription models, especially for essential oil refills, as well as international expansion.
