Blueland Shampoo: What Happened After Shark Tank

Blueland Shampoo: What Happened After Shark Tank

In the wake of its appearance on the renowned television show Shark Tank, Blueland Shampoo underwent a transformative journey that extends far beyond the confines of the small screen.

Founded by Syed Naqvi and Sarah Paiji in 2018, Blueland emerged as a sustainable disruptor in the world of cleaning supplies. After securing a $ 3 million investment, including support from acclaimed investor Justin Timberlake, the co-founders embarked on a mission to revolutionize the way consumers approach personal and home care.

This article delves into the post-Shark Tank trajectory of Blueland Shampoo, exploring the challenges faced, strategic decisions made, and the company’s remarkable growth in the eco-friendly product market. From navigating the complexities of market competition to the strategic partnership forged with Kevin O’Leary, we unravel the story behind Blueland’s ascent, examining how this innovative brand has not only thrived but also contributed significantly to environmental sustainability.

What Is Blueland Shampoo?

Blueland Shampoo is a revolutionary approach to hair care that aims to reduce plastic waste and promote a more sustainable lifestyle.

Blueland presents an ideal resolution to the predicament of cleaning supplies. The merchandise is packaged in a container featuring diminutive tablets comprising the cleaning solution [1]. Every tablet saturates an entire bottle, typically enduring for three months. These tablets are compact, cost-effective, and represent a superior option compared to procuring cleaning supplies and contributing to ecological contamination.

What Is Blueland Shampoo?

Priced at $ 2 per tablet, they indisputably present a more economical choice than acquiring conventional cleaning materials.

The Product Line

Before its showcase on Shark Tank, Blueland boasted a total of four products: bubbly hand soap, a versatile surface cleaner, a lavatory cleanser, and a glass and reflection cleanser.

The company provides bundles that incorporate bottles (Forever Bottles) and tablets [2]. Tablets boast a two-year shelf life, diminishing to one year post-dissolution in water. Blueland’s objective is to furnish an economical environmentally conscious substitute for cleaning supplies.


Blueland is known for its commitment to eco-friendly cleaning and personal care products, and its shampoo is no exception.

The ingredients used are selected for their safety and environmental impact:

  • Sodium benzoate: This is a combination of benzoic acid and sodium hydroxide, which helps the substance dissolve in products;
  • Botanically-derived ingredients: Ingredients like aloe vera and coconut-based cleansers are commonly used. These natural components are gentle on the skin and hair, and they’re also environmentally friendly;
  • Potassium oleate and potassium cocoate: These are saponified forms of olive oil and coconut oil, respectively. They act as surfactants, helping to clean your hair by breaking down oils and dirt;
  • Glycerin: A common ingredient in personal care products, glycerin is a humectant that helps retain moisture. This can keep your hair hydrated and prevent dryness;
  • Potassium citrate and citric acid: These ingredients help adjust the pH of the shampoo to be more balanced and gentle on the scalp;
  • Essential oils: Organic lemongrass essential oil and organic eucalyptus essential oil are often used for fragrance [3];

It’s worth noting that Blueland’s products are free from parabens, dyes, phosphates, or phthalates. They’re also Safer Choice-certified, which means they meet the U.S. EPA’s Safer Product Standards.


  • Eco-Friendly Packaging: One of the standout features of Blueland Shampoo is its commitment to sustainable packaging. Unlike traditional shampoos that come in plastic bottles, Blueland provides a unique alternative. The shampoo is delivered in the form of concentrated tablets, which users dissolve in water to create their shampoo. The tablet packaging is made from compostable materials, significantly reducing the environmental impact compared to conventional plastic bottles;
  • Reduced Carbon Footprint: The concentrated nature of Blueland Shampoo tablets translates to a smaller carbon footprint. The company claims that shipping these compact tablets requires less fuel and results in fewer greenhouse gas emissions compared to transporting bulky liquid-filled bottles. This aspect aligns with the growing consumer demand for products that contribute to a more sustainable and eco-friendly future;
  • Customizable Scents: Blueland Shampoo allows users to customize their scents, adding a personal touch to the hair care routine. The tablets come in various fragrances, providing options for those who prefer floral, fruity, or neutral scents. This flexibility caters to a wide range of preferences, enhancing the overall user experience;
  • Minimalist Design: The simplicity of Blueland’s design is not only aesthetically pleasing but also functional. The compact packaging takes up less space, making it easier to store and transport. The minimalist design is in line with the company’s commitment to reducing unnecessary waste and focusing on the essentials;
  • Cruelty-Free and Vegan: Blueland Shampoo is cruelty-free and vegan, appealing to consumers who prioritize ethical considerations in their purchasing decisions. The absence of animal testing and animal-derived ingredients aligns with the growing trend towards cruelty-free and vegan beauty products [4];

Who May Benefit From Using


  • Adjustment Period: Switching from traditional liquid shampoos to Blueland’s tablet format may require an adjustment period for some users. The change in texture and application method might feel different initially. However, many users find that the benefits of sustainability and reduced environmental impact outweigh any initial discomfort;
  • Limited Product Varieties: While Blueland offers customizable scents, the variety of hair care products in their lineup is more limited compared to established brands. As of now, they primarily focus on shampoo tablets, and consumers looking for a wide range of hair care options may need to supplement their routine with products from other brands;
  • Availability Challenges: Blueland’s products are primarily available through their official website, which might pose challenges for consumers who prefer to purchase their hair care products from local retailers or other online platforms. Limited availability in physical stores can be a drawback for those who prefer the convenience of in-person shopping;
  • Price Point: The initial cost of Blueland Shampoo tablets might be perceived as higher compared to traditional shampoos. However, the company emphasizes that the cost per wash is competitive, and the long-term environmental benefits justify the upfront investment. Some consumers, however, may be deterred by the higher initial cost, especially if they are accustomed to more budget-friendly options;
  • User Experience: The overall user experience with Blueland Shampoo is largely positive, with many users appreciating the product’s innovation and commitment to sustainability. The minimalist packaging and customizable scents add a touch of personalization to the hair care routine. The tablet format, while requiring a brief adjustment period, is seen as a small inconvenience in exchange for the environmental benefits;

Users note that the shampoo lathers well and effectively cleanses the hair, leaving it feeling fresh and revitalized. The customizable scents provide a pleasant and personalized experience, catering to various preferences. The concentrated nature of the tablets means that a little goes a long way, contributing to the longevity of the product.

However, some users have reported challenges with the dissolvability of the tablets, with occasional difficulties in fully breaking down the tablets in water. This issue, while not widespread, has been mentioned in a subset of user reviews.

Who May Benefit From Using?

  • Environmentally Conscious Consumers: Individuals who prioritize environmentally friendly products and strive to minimize their carbon footprint will find Blueland Shampoo appealing. The company’s dedication to reducing plastic waste and lowering shipping emissions aligns with the values of those committed to sustainable living;
  • Vegans and Cruelty-Free Advocates: Blueland Shampoo is cruelty-free and vegan, making it an excellent choice for individuals who seek beauty and personal care products that align with their ethical values. The absence of animal testing and animal-derived ingredients caters to the growing demand for cruelty-free options;
  • Minimalists: The minimalist design and compact packaging of Blueland Shampoo appeal to individuals who prefer simplicity in their lifestyle and belongings. The tablet format reduces clutter and waste, fitting well with a minimalist approach to personal care;
  • Customization Enthusiasts: The ability to customize scents offers a unique and personalized touch to the hair care routine. Those who enjoy having options and selecting scents according to their preferences may find Blueland Shampoo a refreshing departure from one-size-fits-all products;
  • Travelers and On-the-Go Individuals: The compact and lightweight nature of Blueland Shampoo tablets makes them convenient for travelers and individuals constantly on the move. The reduced space and weight compared to traditional liquid shampoos contribute to easy packing and transportation;
  • Early Adopters and Innovation Enthusiasts: Consumers who enjoy trying cutting-edge and innovative products may be drawn to Blueland Shampoo for its unique approach to packaging and sustainability. Being an early adopter of such eco-friendly alternatives can be a source of pride for individuals who want to contribute to positive change;
  • Individuals Open to Changing Habits: While the tablet format may require an adjustment period for some users, individuals who are open to changing their hair care habits in favor of a more sustainable option may benefit from the positive environmental impact of Blueland Shampoo;
  • Budget-Conscious Consumers in the Long Run: While the upfront cost may be perceived as higher, budget-conscious consumers willing to invest in a product with long-term benefits and cost efficiency may find that the reduced cost per wash justifies the initial expense [5];

About the Founders Of Blueland Shampoo

Blueland emerged in 2018, founded by Syed Naqvi and Sarah Paiji. The dynamic duo successfully secured $ 3 million in funding from diverse investors, among them the notable Justin Timberlake [6]. The inception of the idea occurred when Sarah, engrossed in the literature about the breakdown of microplastics in water, envisioned a revolutionary concept.

Syed Naqvi collaborated with her to craft a proof of concept. Subsequently, they patented their groundbreaking idea and introduced Blueland to the consumer market.

About the Founders Of Blueland Shampoo

Encouraged by a promising initial month in business, the co-founders recognized the immense potential and decided to participate in Shark Tank. Their objective was to not only secure an investor but also to find a strategic business partner who could propel the company to dominate the cleaning supplies market.

The Pitch Of Blueland Shampoo At Shark Tank

In the Season 12 premiere of Shark Tank, Syed Naqvi and Sarah Paiji sought a $ 270,000 investment for a mere 2% equity stake in their company, Blueland [7]. Their pitch focused on the inefficiencies of traditional cleaning supplies, emphasizing the wastefulness of paying for unnecessary packaging and water. Blueland’s product lineup included a starter kit, priced at $ 12 and featuring one bottle and a cleaning tablet, and an essentials kit, inclusive of all four products and tablets, retailing for $ 39. Each refill tablet, a more economical alternative to regular cleaning supplies, was priced at $ 2.

The co-founders provided insight into their backgrounds during the pitch. Sarah, an economics graduate from Harvard, delved into private equity before returning to Harvard for business school. However, she abandoned her studies during the first year to embark on her first startup—an innovative mobile shopping application, subsequently sold to a major search engine.

Syed, a Pakistani native who moved to the U.S. at the age of ten, faced the challenge of caring for seven sisters and a brother after the untimely passing of his parents. Armed with a degree in chemistry, he worked as the director of formulation at one of the world’s largest non-toxic cleaning companies.

Backing their claims of product efficacy, the co-founders presented APA-approved third-party laboratory studies. With an impressive initial valuation of $ 13.5 million after raising $ 3 million, Blueland generated $ 200,000 in sales during its first month of business. The company’s marketing strategy was predominantly online through the Direct-to-Consumer (DTC) model, with plans to expand into a prominent national retailer the following year.

During the negotiation process, Lori Greiner suggested enhancing the product’s visual appeal by attaching a small strip of tablets to each bottle. Guest shark Daniel Lubetzky proposed a joint offer with Lori: $ 1 million for 25% of the company. This collaborative effort aimed to provide strategic guidance based on their experiences while resonating with Syed’s journey.

Kevin O’Leary countered with an offer of $ 270,000 for 5%, along with an additional 1% in advisory shares. While expressing belief in his potential contributions to the company’s growth, Robert Herjavec opted out, citing skepticism about changing consumer habits.

After a brief private discussion, Lori and Daniel returned with a revised offer: $ 270,000 for an 8% equity stake. Mark Cuban, sensing a lack of genuine interest in securing a deal, decided to bow out of negotiations.

The co-founders, mindful of not diluting too much equity, countered Kevin’s offer, proposing $ 270,000 for 3%. Kevin responded with another counteroffer, suggesting 5% for the same investment. In their final counter-offer, Syed and Sarah proposed $ 270,000 for 3% equity, coupled with a 50-cent royalty per kit until the initial investment was recouped. Kevin ultimately accepted this offer.

The Pitch Of Blueland Shampoo At Shark Tank

Exiting the Shark Tank with a deal in hand, Syed and Sarah expressed their excitement about partnering with Kevin O’Leary. They believed that Kevin’s involvement would propel Blueland into exponential growth in the years to come. The successful negotiation marked a pivotal moment for Blueland as it secured both financial backing and a strategic partnership to further its mission in the cleaning supplies market.

Blueland Shampoo After The Shark Tank

Following its appearance on Shark Tank, Blueland experienced a notable surge in sales, attributed in part to Kevin O’Leary’s involvement, including a product demonstration on QVC. This demonstration showcased the versatility of Blueland’s Forever Bottles and tablets, leading to $ 250,000 in sales during the QVC event. The deal with Kevin was finalized in 2020, marking a significant milestone for Blueland [8].

Kevin O’Leary played a pivotal role in marketing the product, participating in activities such as shooting commercials and demonstrating the effectiveness of Blueland products, even cleaning a toilet. Within a year, Blueland achieved $ 15 million in sales and made substantial strides in its mission to reduce environmental impact, estimating the elimination of over a billion plastic bottles and five million pounds of carbon dioxide.

In a strategic decision, Blueland opted to focus on its online Direct-to-Consumer (DTC) market rather than expanding into retail, proving beneficial during the challenging circumstances of the COVID-19 pandemic that affected retailers across the U.S.

The company diversified its product line, introducing new offerings like dish soap, toilet cleaner, and laundry detergent. These additions garnered positive customer reviews, and Blueland expanded its product range to include items like sponges, dryer balls, and cleaning spray nozzles.

In 2021, Blueland reported an annual revenue of $ 6 million, showcasing consistent growth. The momentum continued into 2022, as Blueland secured $ 20 million in funding through collaboration with Prelude Growth Partners, a female-founded growth equity firm. Utilizing this funding, Blueland expanded into the personal care market, introducing new products like body wash and facial cleansers. Each of these personal care products adheres to the company’s sustainable approach, featuring a Forever Bottle and cost-effective dissolvable refill tablets.

Blueland Shampoo After The Shark Tank

With a focus on the Direct-to-Consumer model and an expanding product portfolio, Blueland is positioned for continued success. Projections indicate that the company is poised to surpass $ 10 million in annual revenue in 2023. The introduction of the personal care product line has been met with enthusiastic customer response, and Blueland is expected to sustain its growth trajectory with ongoing updates and additions to its product offerings.

The Net Worth Of Blueland Shampoo

As of September 2023, Blueland’s net worth is reported to be $ 10 million, with an annual revenue of the same amount [9].

During their pitch on Shark Tank, co-founders Sarah Paiji Yoo and Syed Naqvi had initially stated that their company was valued at $ 13.5 million. They managed to secure a deal with Shark Kevin O’Leary for $ 270,000 in exchange for 3% equity in the company. This placed the company’s valuation at $ 9 million at the time.

However, some sources suggest that Blueland’s net worth could be higher, with estimates reaching up to $ 22 million. The company’s top competitors include Framerica, Couture Fashion Week New York, and WP Diamonds, and Blueland reportedly has 79 employees.

Alternatives To Blueland Shampoo:

  • Homethings. This company retails refillable cleaning products, offering a sustainable approach similar to Blueland;
  • Cleancult. Known for its hand soap which lathers more richly than Blueland’s dehydrated tablet system. Cleancult offers a range of environmentally friendly products;
  • Algramo. Another competitor of Blueland, Algramo is a company focused on reducing plastic waste through reusable packaging;
  • Dropps. Dropps uses an ultra-concentrated liquid formula in pods, providing an alternative approach to eco-friendly cleaning products. They also offer laundry and dishwasher detergents;
  • The Honest Company. Founded by actress Jessica Alba, The Honest Company offers a line of eco-friendly cleaning products;
  • Thrive Rosey. Part of the natural cleaning subscriptions review along with Honest, Grove, Blueland, CleanCult;


  1. Is Blueland still in business?

Yes, as of 2023, Blueland is still in business and continues to offer its sustainable cleaning and personal care products.

  1. What were some of the challenges Blueland faced?

Blueland faced challenges typical of startups, including market competition, changing consumer habits, and the need to establish a foothold in the eco-friendly product market.

Alternatives To Blueland Shampoo

  1. What is the net worth of Blueland?

The current net worth of Blueland is not publicly disclosed. For the most up-to-date financial information, it’s recommended to check reliable financial news sources or the company’s official statements.

  1. How much is Blueland worth after Shark Tank?

Blueland’s valuation post-Shark Tank was $ 13.5 million when they raised $ 3 million, according to information presented during their appearance on the show.

  1. Did Kevin invest in Blueland?

Yes, Kevin O’Leary made a deal with Blueland on Shark Tank, investing $ 270,000 for 3% equity in addition to a royalty per kit until the initial investment was recouped.

  1. Has anyone sold their entire company on Shark Tank?

While some entrepreneurs have secured full acquisition deals on Shark Tank, the terms and conditions vary, and it depends on the negotiations with the Sharks.

  1. Is Blueland made in the USA?

Blueland products are made in the USA, aligning with the company’s commitment to local manufacturing.

  1. Does Blueland soap actually clean?

Yes, Blueland’s cleaning products, including its soap, are designed and tested to effectively clean various surfaces.

  1. Is Blueland safe for kids?

Blueland emphasizes non-toxic formulations, making its products generally safe for use by individuals of all ages, including kids. However, it’s advisable to check specific product details for any age-related guidelines.

  1. Is Blueland truly non-toxic?

Yes, Blueland is dedicated to providing non-toxic and environmentally friendly products, promoting safer alternatives to traditional cleaning supplies.

  1. Is Blueland natural?

Blueland’s commitment to eco-friendly and non-toxic products aligns with a natural approach, focusing on sustainable and responsibly sourced ingredients.

  1. Is Blueland sulfate-free?

Yes, Blueland’s formulations are crafted to be sulfate-free, catering to consumers who seek products without sulfates.

  1. Is Blueland paraben-free?

Yes, Blueland’s products are formulated without parabens, contributing to a cleaner and more environmentally conscious personal care routine.

  1. Does Blueland have a patent?

Yes, Blueland holds a patent for its innovative cleaning tablet and bottle system, protecting its unique approach to reducing plastic waste.

  1. Where is Blueland based?

Blueland is based in the United States, with its headquarters located in a specific city (provide city name if available).

Does Blueland have a patent?

  1. How big is the Blueland bottle?

The size of the Blueland bottle may vary depending on the specific product. It’s recommended to check the product details for information on bottle sizes.

  1. What do Blueland products smell like?

Blueland offers a variety of scents for its products, allowing customers to choose from options like floral, fruity, or neutral fragrances. The specific smell may vary based on the chosen product variant.

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