IllumiBowl Update | Shark Tank Season 7

One night, Matt Alexander got up to use the bathroom and turned on the light. It was too bright, it hurt his eyes, and it made it hard to aim. That’s when he came up with IllumiBowl, a small light that clips onto the toilet and turns on when you walk in. It helps you see without needing to turn on the main light. What will the sharks think of this product? Let’s find out in our IllumiBowl update and pitch recap..

If you’re short on time, here’s a quick overview of what happened to IllumiBowl after Shark Tank.

Matt and Mike pitched IllumiBowl on Shark Tank Season 7. They sought $100,000 for 15% equity. After their pitch, they struck a deal with Kevin O’Leary for $100,000 for 25% equity.

In terms of an IllumiBowl update, the company expanded into major retail chains and grew to $2 million in annual revenue before being acquired by Spark Innovations in 2017.

Shark	Result
Kevin O’Leary	Accepted offer of $100,000 for 25% equity
Daymond John	No offer
Lori Greiner	No offer
Robert Herjavec	No offer
Mark Cuban	No offer

Shark Tank IllumiBowl Pitch

• Entrepreneurs: Matt Alexander and Mike Kannely
• Business: Toilet night light
• Ask: $100,000 for 15% equity
• Result: $100,000 for 25% equity
• Shark: Kevin O’Leary

Matt and Mike entered Shark Tank in March 2016, seeking an investment in their company, IllumiBowl.

Their product was a motion-activated toilet bowl light designed to help people find the toilet at night without switching on bright lights.

Matt explained that the light only activates when someone approaches, making it easier on sleepy eyes.

Mike added that, beyond its function, the product also adds a fun and stylish touch to any bathroom.

Robert Herjavec asked why someone wouldn’t just use a night light instead. Matt responded that IllumiBowl was dimmer, more targeted, and didn’t need to stay on all night.

Kevin O’Leary then asked if there was any chance of an electric shock. Mike assured him there was no risk at all, which eased Kevin’s concern.

The entrepreneurs went on to share that they had already raised $100,000 in pre-sales through Kickstarter.

Matt and Mike were preparing to launch online and were hoping to get into major retail stores like Ace Hardware.

Moreover, they introduced a future product concept that could project images—like Kevin’s face—into the toilet bowl. The idea sparked laughter, with even Kevin joining in on the joke.

Once the humor settled, Lori Greiner asked how they could be sure there was strong demand. Matt said the product was affordable, practical, and backed by market research, which showed its wide potential.

Daymond John agreed the strategy was solid but felt they didn’t need a shark to take the next step, so he opted out.

Kevin, however, saw potential. He offered $100,000 for 25% equity. Mark Cuban and Robert both stepped back, with Robert saying Kevin was a great fit for the brand.

Lori also passed, citing a conflict due to her investment in Squatty Potty.

Matt countered Kevin’s offer with 20% equity, but Kevin declined to adjust.

Nevertheless, after a quick discussion, Matt and Mike accepted the deal.

Where does that leave the company? Read the rest of our IllumiBowl update to find out.

Shark Tank IllumiBowl Update

Our IllumiBowl update found that the deal with Kevin O’Leary was closed successfully.

Kevin helped the team land partnerships with major retailers like Bed Bath & Beyond, Ace Hardware, and True Value. These deals boosted visibility and drove strong sales.

The price for the product was reduced shortly after airing, and the entrepreneurs reported that Kevin was involved with the entire process.

By the time of their Season 8 update, IllumiBowl had hit $2 million in annual revenue.

The company also expanded its product line, adding items like germicidal toilet lights and faucet lights.

Products became available not only on their website but also on Amazon and other online retailers.

However, as time went on, more competitors entered the market. This made it harder to maintain their early momentum.

Despite the increased competition, IllumiBowl continued to sell well and remained in business.

Eventually, the company was acquired in October 2017 by Spark Innovations, LLC for an undisclosed amount.

After the sale, founders Matt and Mike moved on to launch a new company called Oasis Diffusers, focused on shower-based scent products.

You can purchase a toilet night light on the IllumiBowl website.

This will be our final IllumiBowl update.

Curious about the outcomes for the other companies featured in Season 7 Episode 21? You can find our company updates for the rest of the episode below. 

• MobCraft Beer Update
• Beloved Shirts Update
• Innovation Pet Update

Before you go, be sure to check out our list of all the Shark Tank Season 7 products.