Angels and Tomboys Kids Losion
DEAL
EPISODE SUMMARY
🕓 Air Date: October 14, 2016
Asking For:
$55,000 for 20%
Investor:
Mark Cuban, Daymond John (50/50)
Deal:
$60,000 for 33%
PRODUCT SUMMARY
Angels and Tomboys is a body-care line designed for tween and teen girls, created by Madison (12), Mallory (10), and their mom Viara. The product includes body sprays with scents like Watermelon Funk and Frozen Hot Chocolate.
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Background Story
Angels and Tomboys, a vibrant body-care line tailored for tween and teen girls, emerged from the creative minds of Madison (12), Mallory (10), and their mother, Viara. Madison and Mallory, dissatisfied with the existing lotions that were either too flowery, strong, or prohibitively expensive, decided to carve out their own space in the market. The idea took root as they played with their mom’s lotions, leading to the realization that there was a void in the market for young girls who wanted products of their own. Their mom, Viara, became an integral part of this entrepreneurial venture, guiding and supporting them in bringing their vision to life.
The entrepreneurial spirit of Angels and Tomboys extended beyond just the creation of body sprays. The goal was not merely to introduce a product but to establish a comprehensive personal hygiene company for young girls. The scents, with playful names like Watermelon Funk and Frozen Hot Chocolate, were carefully curated to appeal to their target audience. The journey of Angels and Tomboys has been marked by determination and grassroots efforts. Starting by selling at trade shows and online, the brand gained momentum through word of mouth and social media.
The founders even took a hands-on approach, with Madison and Mallory selling products at schools, demonstrating their commitment to their brand. The family’s entrepreneurial spirit, combined with the girls’ keen understanding of their target market’s needs, led to the creation of a product line that not only filled a gap in the market but also empowered young girls to embrace their individuality through personal care. Their unique background and approach laid the foundation for the success of Angels and Tomboys in the fiercely competitive world of personal care products.
The Product
Angels and Tomboys presents a delightful body-care line specially crafted for tween and teen girls, featuring an array of captivating scents like Watermelon Funk and Frozen Hot Chocolate. The flagship product is their body spray, an invigorating blend designed to cater to the unique preferences of young girls aged 5 to 12. Priced competitively at $12, the body sprays are formulated with all-natural ingredients, including vitamins A, C, and E.
This ensures a paraben-free, vegan-friendly product that aligns with the conscious choices of the modern consumer. The scents aim to strike a balance between being enjoyable and age-appropriate, filling a void in the market for this specific demographic. The product’s charm lies not only in its appealing fragrances but also in the empowering branding statement: “All girls are created equally different.” This tagline reflects the brand’s commitment to celebrating individuality and diversity among young girls.
Angels and Tomboys products are available for purchase online, providing easy access for their target audience. Additionally, the brand makes its presence felt at trade shows, allowing potential customers to experience the scents firsthand. The founders, Madison and Mallory, actively promote their products, fostering a direct connection with their customers.
The unique selling proposition of Angels and Tomboys rests not only on the quality of the product but also on the broader vision to evolve into a comprehensive personal hygiene brand for young girls. Through this innovative approach, Angels and Tomboys aims to redefine the personal care experience for the next generation.
How It Went
The company’s position before Shark Tank
Angels and Tomboys has demonstrated a commendable performance in the competitive market, carving a niche in the body-care segment for tween and teen girls. The company’s health and position indicate both profitability and potential for growth. Having generated $59,000 in revenue, the brand is not only viable but has proven its appeal to the target market. The company’s strategic approach involves selling products online and at trade shows.
This suggests a direct-to-consumer model, allowing Angels and Tomboys to maintain a closer relationship with their customers. The choice to sell at trade shows also indicates a hands-on, grassroots marketing strategy, leveraging in-person interactions to build brand awareness. Angels and Tomboys has successfully identified its target audience—girls aged 5 to 12—and established a product line that resonates with this demographic. The brand’s commitment to all-natural ingredients, paraben-free formulations, and vegan-friendly products aligns with the preferences of modern consumers who seek conscious and ethical choices in personal care.
The company’s current funding structure is not explicitly mentioned, but the founders express a desire to expand their product line into a full-fledged personal hygiene company. This ambition suggests a potential need for additional funding to support future growth and innovation. The company’s current structure appears to be family-centric, with Madison, Mallory, and their mom Viara actively involved in the business. The family’s hands-on approach, from creating the product to personally selling it at schools, highlights their dedication to the brand’s success.
The Negotiations:
In the Shark Tank negotiations, Angels and Tomboys faced skepticism and challenges from some sharks, but ultimately secured a deal. Kevin O’Leary and Robert Herjavec expressed concerns about the market viability for body sprays aimed at girls aged 5 to 12, leading them to opt out. Lori Greiner showed intrigue but remained hesitant due to market uncertainties. However, Mark Cuban and Daymond John saw potential in the unique product category and made a joint offer. They proposed $60,000 for 33.33% equity, with each shark taking a one-third share.
This offer represented an increase from the initial ask of $55,000 for 20%. The joint proposal not only provided the required funding but also brought valuable expertise and mentorship from two successful entrepreneurs. The negotiation process showcased the sharks’ contrasting viewpoints on the market and the product’s potential. While some sharks were skeptical, Cuban and John saw an opportunity to pioneer a new category for young girls. The founders, Madison, Mallory, and their mom Viara, eagerly accepted the offer, expressing gratitude for the support and partnership.
The deal with Mark Cuban and Daymond John not only secured the necessary funding for Angels and Tomboys but also aligned the brand with experienced mentors who could guide them in navigating the challenges of the personal care industry. The negotiation concluded with congratulations and a celebration, marking the beginning of a promising partnership that would propel Angels and Tomboys to new heights in the competitive market.
