Lori Greiner, who earned her name as the “Queen of QVC,” thrives on ideas and products that are intuitive, functional, and resonate with a large consumer base. Lori’s personal entrepreneurial journey began when she invented a plastic earring organizer to solve a persistent problem in the lifestyle space.
Moreover, her personal experience extends her Shark Tank investments into the personal care and beauty products space. Greiner’s investments in the personal care industry emphasized everyday usage and practical improvements.
Unlike other Sharks who focus on tech innovations. Indeed, she stands by Quality, Value, and Convenience (QVC), as she launched her own Clever and Unique Creations, highlighting her patented designs.
Beauty and personal care products can be driven by trends, often flashy and gimmicky. Her investment choice reflects products that solve a recurring problem.
Lori Greiner’s Beauty Investments With a Practical Edge
Although comprehensive lists of every beauty product Greiner has backed are limited, several Shark Tank offerings she’s invested in reveal her signature style in action.
Lace Your Face Shark Tank Pitch
Mariella Scott and Anita Sun Eisenberg entered the stage of “Shark Tank Season 9 Episode 22,” pitching their brand, Lace Your Face.
The beauty entrepreneurs together decided to start Dermovia in 2014, the company that launched face masks. Anita developed a lace-like cotton gauze that provided nutrients and retained moisture while keeping the skin compressed.
Further, unlike any traditional face mask that slips out and dries quickly, Dermovia presented eight different face masks. These masks were for different weekly applications, including an exfoliating mask, a pimple popper mask kit, and a hydrating mask.
The founders positioned this line of skincare as a premium and practical upgrade, leveraging the compression technology, which is a more comfortable and secure fit.
Mariella and Anita came in seeking $350K in exchange for a 10% stake, further valuing the brand at $3.5 million. Initially, the Sharks were not interested in the product, including Daymond John, who bowed out, mentioning that he does not know about the beauty space. Even Mark Cuban and Robert Herjavec stayed out of the deal, as they knew there were many challenges.
Nevertheless, when all eyes were on Lori Greiner, the founders told her they already had a 1-million-unit offer. This moment was a game-changer for the brand, as Lori offered a $350,000 deal in exchange for a 15% stake. Thus, the deal was closed at the same time.
Why Lori Greiner Invested?
Unlike the other seasoned investors like Mark Cuban, who expressed concern about getting into an overcrowded skincare market, Lori saw an opportunity. She knew it was a visually appealing product and had enough retail traction to scale. Consequently, the lace-like design of the mask gave it a patented advantage due to its compression function.
After several rounds of negotiations with Bethenny Frankel, the guest Shark, the founders secured a deal with Lori Greiner. Her decision to invest was driven by her belief that the product can be tested visually and fits well into the television and e-commerce markets. The most appealing point was that the product already worked well in retail.
Post-Shark Tank Update
After the Shark Tank episode aired, Lace Your Face gained greater visibility and traction and began launching its beauty product line under the umbrella organization, Dermovia. They also started offering moisturizers and serums as part of the Skin Cycle, available on their official website.
Recently, one of the most prominent celebrity makeup artists, Jeffree Star, posted an optimistic review on social media regarding their face masks, receiving a lot of buzz.
Furthermore, one of the most exciting updates from Dermovia is that the brand has launched the Rice Sake Series. As the founder, Sun explained that she was born and raised in Japan and wanted to reflect that in her products. The Rice Sake Series includes eye cream, cleansers, moisturizers, and masks representing her history with Japan.
Hence, Dermovia continues to operate successfully today, selling direct-to-consumer (D2C) via major marketplaces. This illustrates Lori’s key qualities, including her ability to expand the brand beyond a single signature product.
Range Beauty: The Shark Tank Pitch
Alicia Scott and Myisha Fantroy appeared on the stage of Shark Tank Season 13 Episode 14, pitching their brand, Range Beauty.
Alicia Scott created products according to her skin tone, which are not harmful. The common problems faced by black women are related to acne and eczema. To address this issue, she founded Skinny Dip Cosmetics in 2017.
This was unlike any other cosmetic brand that contains harsh chemicals. After testing the product multiple times, Alicia developed a cosmetic formula. The cosmetics contain clay, vitamin E, cornflower, and argan oil. The sensitive skin angle worked well and made her product stand out, though she originally created hues for women of color.
Surprisingly, their pitch stood out, as Range Beauty products were not just shade-inclusive. Rather, the products focused on non-comedogenic and clean formulations that do not irritate the skin. It prevents acne, eczema, or hyperpigmentation.
They came in seeking $150,000 in exchange for a 6% equity. Founders even shared with the Sharks that their brand offers 21 underrepresented shades and that their beauty products range from low-end to high-end.
After the presentation, Mark Cuban decided to bow out, while the guest Shark, Emma Grede, was intrigued by the idea. She even asked if they have any shades for light-skinned people. Consequently, Barbara Corcoran and Kevin O’Leary also stayed out of the deal.
Finally, Emma Grede and Lori Greiner team up to offer $150,000 in exchange for a 20% stake. Despite many counteroffers from both the founders, the deal was closed as per the offer given by both the Sharks.
Post-Shark Tank Growth
According to a report by Beauty Independent, after the episode aired on Shark Tank, Range Beauty received a record-breaking 1000 orders. This was a sample kit that allowed customers to test the sample before placing an order.
Significantly, every other product on Range Beauty’s official website was sold out in 2024. In fact, many loyal customers posted on Reddit asking what was going on with the brand. Most of the consumers were eager to buy another product. But even the samplers were out of stock.
Nevertheless, on December 16, 2024, the brand posted on their Instagram account that on December 23, they were hitting the market again with their products.
Also, Range Beauty has scaled its product line, adding primers and other complexion products, building a powerful D2C presence. They even secured retail distribution with major players, including Sephora, while positioning itself as a skin-friendly and inclusive makeup leader.
Hence, for a seasoned Shark like Lori Greiner, this investment exemplifies actual customer requirements, and value-driven brands create a lasting impression.
Conclusion
Lori Greiner’s investment ideology is clearly reflected in Range Beauty and Lace Your Face. She chose products that provide ultimate consumer clarity, further valuing scalability and demonstration. Also, she backs entrepreneurs who understand their target audience.
As a realist, Lori knows that every deal may not last; however, it is always better to take risks on some ideas and innovations.
