Essence Aromatherapy Ring Update | Shark Tank Season 16
Michael DeLeeuw was on a flight to a work meeting when he had to sit next to people who smelled really bad. He couldn’t block the smell or say anything without being rude, so after the trip, he teamed up with his wife, Tamara DeLeeuw, and her brother Judah Houser to fix it. Together, they created Essence, a small scented ring that clips onto your nose and helps you breathe in calming scents instead. Will the sharks get behind this simple idea? Let’s find out in our Essence update and pitch recap.
If you’re short on time, here’s a quick overview of what happened to Essence after
Judah, Tamara, and Mike entered
In terms of an Essence update, the company expanded its product range to include multiple scent options and accessories like travel cases and soaking bays. Further, the company made its products more accessible by selling through its website, Amazon, and Etsy.
| Shark | Result |
| Daymond John | Accepted offer of $250,000 for 20% equity |
| Kevin O’Leary | $250,000 for 10% equity and $0.50 royalty per unit sold in perpetuity. |
| Mark Cuban | $250,000 for 20% equity |
| Barbara Corcoran | $250,000 for 25% equity |
| Lori Greiner | No offer |
Shark Tank Essence Pitch
- Entrepreneurs: Judah Houser, Tamara and Mike Deleeuw
- Business: Aromatherapy and odor management
- Ask: $250,000 for 10% equity
- Result: $250,000 for 20% equity
- Shark: Daymond John
Judah, Tamara, and Mike stepped into
They asked for an investment in their company, Essence, based in St. George, Utah.
The product is a flexible silicone ring infused with essential oils. Users place it over the septum to enjoy a pleasant scent and block out bad odors.
Available scents include lavender, lemon, and a custom blend called “Breathe Easy.”
As the sharks tested the product, Lori Greiner asked how long it lasted. Tamara answered that each diffuser lasts about five hours.
Kevin O’Leary raised concerns about how the product would be received in retail, especially since the use case might not be obvious on shelves.
Judah agreed that customer education is their biggest challenge.
As a result, they focus on face-to-face marketing. They go to expos and give out samples. Most people buy the product immediately after trying it.
Lori then asked how the product is sold. Tamara explained they offer single units and variety packs. They sell for $4.99 individually or $21.99 in multi-packs.
Each unit costs $0.27 to produce. Wholesale prices start at $2.50.
They distribute mainly through two channels. About 70% of sales come from direct-to-consumer online, mostly through their website and Amazon.
The remaining 30% is wholesale, especially to spas and hospitality businesses. Spas use the diffusers during treatments. Hotels use them as turndown gifts or welcome items.
They made $350,000 in revenue last year and had already reached $500,000 year-to-date.
They are expected to hit $700,000 by year-end. Barbara Corcoran then asked about net profit. Tamara said they had profited over $100,000.
The sharks began making offers. Kevin offered $250,000 for 10% equity plus a $0.50 royalty per unit, forever.
Daymond John followed with $250,000 for 20% equity. He explained that he’s the face of a major scenting brand, Aroma360.
Barbara said she loved the scent and the vibe but wanted 25% equity. She promised to be a hands-on partner and focus on social media sales.
Mark Cuban matched Daymond’s offer of $250,000 for 20% equity and let the entrepreneurs choose who to work with. Lori opted out and said the business wasn’t big enough for her.
Tamara asked if Daymond would consider reducing his equity to 15%. He refused.
After some final discussion, the team accepted Daymond’s offer and walked away with a deal.
Was this the right investment for the entrepreneurs at this time? Let’s find out in our Essence update.
Shark Tank Essence Update
Research for our Essence update found that the company received a big boost in sales after airing on
Further, it looks like things are going well with Daymond, as they’ve posted on Facebook about how excited they are to work with him.
Our Essence update also found that the company introduced bundles and accessories such as soaking bays and travel cases to enhance the user experience.
Products are available for purchase on the Essence website, as well as on Amazon and Etsy.
Additionally, the company has partnered with organizations like Caesars Entertainment and participated in events such as the IMEX in Las Vegas and the PCMA Conference to promote their products.
As time goes on, we can’t wait to bring you a more exciting Essence update.
For more updates from
Before you go, be sure to check out our list of all the Shark Tank Season 16 products.
Marvin Uzor
Marvin Uzor is a content contributor for Shark Tank Recap. He specializes in crafting engaging, well-researched content that delve into the latest Shark Tank stories, keeping readers hooked. He has a soft spot for his favorite Shark Tank companies, Bombas and Doorbot, known for their innovation and impact.