BootayBag: What Happened After Shark Tank

BootayBag: What Happened After Shark Tank

Since appearing on Shark Tank, BootayBag has experienced significant growth and success. The exposure from the show helped the company reach a wider audience and attract new customers. They have expanded their product line to include bras and loungewear, and they have continued to prioritize sustainability by using eco-friendly materials and packaging.

However, BootayBag has also faced some challenges in the years following its Shark Tank appearance. Like many businesses, they have had to navigate the COVID-19 pandemic and its impact on the retail industry. They have also faced criticism from some customers who have expressed concerns about the quality of their products and the transparency of their subscription model.

Despite these challenges, BootayBag has remained committed to its mission of providing affordable, comfortable, and sustainable underwear to women around the world. In this article, we will explore the history of BootayBag, their experience on Shark Tank, and their journey since then. We will also examine the company’s current status and future plans, and consider the lessons that can be learned from their story.

What Is BootayBag?

BootayBag is a subscription-based service that delivers comfortable and stylish underwear straight to your doorstep every month. The company was founded by Ellyette “Elly” Gheno – an entrepreneur with a passion for fashion and a desire to make the world a better place. BootayBag has grown rapidly over the years, thanks to its unique business model and commitment to sustainability [1].

In 2018, BootayBag was given the opportunity to pitch their business on Shark Tank, the popular TV show where entrepreneurs present their ideas to a panel of investors in the hopes of securing funding. The founders impressed the sharks with their impressive growth and social media following, and they ultimately struck a deal with investor Robert Herjavec.

What Is BootayBag?

BootayBag offers two different subscription options:

  • The first is the classic subscription, which includes two pairs of underwear each month for $13;
  • The second is the “never basic” subscription, which includes two pairs of more unique and trendy underwear for $15;

Customers can also choose to add extras, such as a bralette or loungewear, to their monthly delivery for an additional fee;

The company’s focus on sustainability sets it apart from many other subscription-based services. All of their underwear is made with eco-friendly materials, and they have a recycling program that incentivizes customers to send back their old underwear in exchange for a discount on their next order. Additionally, the company makes a donation to the Melanoma Foundation for every new subscription.

BootayBag appeared on Shark Tank in 2017 and secured a deal with Sharks Lori Greiner and Daymond John. The Sharks were impressed with the company’s innovative business plan and commitment to sustainability, as well as the fact that they had already built up a sizable customer base.

Since appearing on the show, BootayBag has continued to grow and expand, with many customers singing the praises of the quality and fit of their underwear, as well as the convenience of the subscription service.

Key Features of BootayBag

BootayBag is a monthly subscription service that delivers women’s underwear to their doorstep each month. But what sets BootayBag apart from other subscription services? Here are some of its unique features [2]:

  • Personalized Style: BootayBag allows subscribers to personalize their style preferences based on their taste and size. Each month, customers can choose between “Never Thong” or “Mix It Up” preferences, ensuring they receive the styles they want;
  • Affordable: BootayBag’s monthly subscription starts at just $10 per month, making it an affordable option for women to keep their underwear collection fresh and updated;
  • Eco-Friendly Packaging: BootayBag is aware of the environmental impact packaging has and has taken measures to ensure it leaves as little waste as possible. BootayBag uses eco-friendly packaging materials, so you don’t have to worry about adding extra plastic to landfills;

Key Features of BootayBag

  • Recycling Program: In addition to their eco-friendly packaging, BootayBag also has a recycling program where you can send in your old underwear in exchange for a discount on your next purchase. The program ensures that old underwear doesn’t end up in landfills, and you can save money on your subscription by participating;
  • Charitable: BootayBag runs a program called “BootayBag Cares” in which they donate a portion of their profits to the Melanoma Foundation to raise awareness of this disease. By subscribing to BootayBag, you can feel good knowing you are supporting an environmentally and socially conscious business;
  • Convenient: With BootayBag’s monthly subscription, you’ll never have to worry about running out of underwear again. The company takes care of it for you, ensuring you receive new styles each month without ever having to leave your home;
  • Quality: BootayBag sources its underwear from high-quality fabrics that feel comfortable against the skin. The company ensures that its underwear is both stylish and durable, so subscribers can wear them with confidence;

About The Founders Of BootayBag

BootayBag is a subscription-based service that delivers women’s underwear directly to your doorstep. The company was founded by Ellyette Gheno and started in 2015. The idea came to Gheno when she noticed that women often didn’t have the time to go shopping for new underwear, and many were uncomfortable with the in-person experience of buying lingerie. This led her to create a service that would enable women to receive personalized and stylish underwear every month, all without having to leave their homes [3].

Ellyette Gheno and Madeline Petticord are the founders of BootayBag, a subscription-based service that delivers women’s underwear directly to their doorstep. The idea for BootayBag came to Gheno after noticing that women often lacked the time or desire to go shopping for new underwear or were uncomfortable with the in-person experience of buying lingerie.

Gheno has always had a passion for entrepreneurship, following in her parent’s footsteps, and had run her own online boutique before founding BootayBag. Petticord, on the other hand, had experience in marketing and branding, working with various companies in the fashion industry.

About The Founders Of BootayBag

When it came to creating BootayBag, the founders were focused on providing a unique and personalized service to women. They wanted to offer a subscription service that provided functional and trend-forward underwear while also being eco-friendly and sustainable.

Their commitment to sustainability is evident in their use of eco-friendly materials and their recycling program which incentivizes customers to send back their old underwear in exchange for a discount on their next purchase. Additionally, the company makes a donation to the Melanoma Foundation for every new subscription.

The founders of BootayBag appeared on Shark Tank in 2017 and secured a deal with Sharks Lori Greiner and Daymond John. Since then, they have continued to grow and expand their business, offering a range of subscription options that cater to different preferences and styles.

Gheno and Petticord are committed to providing a high-quality product and personalized customer service. They regularly interact with customers on social media and are always open to feedback and suggestions for how to improve their service.

The Pitch Of BootayBag At Shark Tank

Elly Gheno, the founder of BootayBag, delivered a compelling pitch to the sharks on Shark Tank. With a captivating story, she presented her product and proposed a deal: $500,000 for 5% equity in her company. The sharks were taken aback when Gheno revealed her impressive sales figures of $3 million in just one year.

Among the sharks, Kendra Scott was particularly impressed and decided to invest in the business. Scott offered $500,000 for 10% equity in BootayBag, seeing the potential for growth and success in the company.

During her pitch on Shark Tank, Elly Gheno, the founder of BootayBag, shared that while both her parents owned businesses, she dropped out of college as she did not want to succeed her mother in running a salon. Instead, she took the entrepreneurial leap and started her own business. When asked about her funding, Gheno revealed that she had not raised any money and had started with a small business loan of $300 [4].

The Pitch Of BootayBag At Shark Tank

To fulfill her initial orders, Gheno had to get creative due to a lack of capital. She sourced underwear from clearance sales and used recycled boxes for packaging, adding personalized notes to each order. Gheno utilized social media platforms like Instagram and Facebook for marketing, utilizing free user-generated content to promote the brand and celebrate women of all sizes.

As demand grew, Gheno faced manufacturing challenges, leading to a net profit of only 5% of sales. She was hopeful that a partnership with a shark could help her solve these issues. By the time of her Shark Tank pitch, BootayBag had year-to-date sales of $3 million and lifetime sales of $15 million, impressing the sharks with her entrepreneurial spirit and success. Guest shark Kendra Scott described Gheno’s story as amazing, and Mark Cuban called it the best he had heard so far.

During their pitch on Shark Tank, BootayBag received three offers from the sharks. Mark Cuban and Lori Greiner opted out, saying that Elly Gheno had already received great offers from Kendra Scott, Barbara Corcoran, and Kevin O’Leary.

Kendra Scott, the guest shark, and CEO of Kendra Scott Jewelry, made the first offer of $500,000 for 10% equity, citing her experience with subscription models in her jewelry brand. Scott, who is one of 20 women in the United States to be a founder of a billion-dollar brand, expressed her desire to help BootayBag become a unicorn.

Barbara Corcoran, another shark, offered to invest $500,000 for 20% equity, citing her success as a partner in Grace & Lace, another undergarment company. When Scott asked if Corcoran wanted to team up, they offered Gheno $500,000 for 20% equity, while O’Leary offered $500,000 for 15% equity.

When Gheno made a counter-offer to Scott and Corcoran, asking if they were willing to go up to $700,000 for 20% equity, both declined, with Corcoran stating that she thought the valuation was too high. O’Leary also disagreed with Gheno’s valuation, saying that she was not worth $10 million at that point.

Sensing Gheno’s discomfort, Scott decided to drop her team-up with Corcoran and went back to her original offer of $500,000 for 10% equity.

BootayBag After The Shark Tank

Elly Gheno, the founder of BootayBag, recently shared on Instagram that the Shark Tank deal has enabled the brand to expand its sizing options and introduce new products, as well as offer exclusive add-ons to its members. Thanks to improved production processes, the company is also able to offer faster delivery times to its customers.

In 2023, BootayBag is thriving and staying true to its values. The brand’s website states that it continues to donate to charity with every purchase, including to The Undies Project, which provides underwear to those in need. BootayBag also remains committed to body positivity and regularly features members of its community on its Instagram account, which boasts over 207,000 followers. Additionally, the brand has established a community on Facebook [5].

BootayBag After The Shark Tank

Social Media Of BootayBag

BootayBag has an active presence on various social media platforms, which allows the company to connect with its subscribers and reach a wider audience. The company’s social media accounts are used for marketing purposes, as well as to engage with customers, promote new products and services, and build its brand.

At present, BootayBag has social media accounts on Instagram, Facebook, Twitter, and Pinterest. However, the brand is most active on Instagram, where it has a thriving community of followers. The company regularly shares user-generated content, including photos of subscribers with their BootayBag deliveries, and posts promotional images and videos that showcase new products.

On Facebook, BootayBag shares similar types of content, along with links to its blog posts and website. The company also uses Facebook to respond to customer inquiries and provide support [6].

Twitter is another platform on which BootayBag maintains an active presence, though it tends to be less frequently updated than Instagram and Facebook. The company uses Twitter to share blog posts, promotions, and news updates.

Lastly, BootayBag’s Pinterest account features collections of its products, along with other content related to lingerie and women’s fashion. The account is a great source of inspiration for subscribers looking for style guidance and ideas.

The Net Worth Of BootayBag

Entrepreneur Kendra Scott sealed the deal with BootayBag, valuing the company at $5 million, which is only 1/3 of the total lifetime sales of $15 million [7].

The $5 million valuation is significantly lower than the original valuation declared by BootayBag CEO Elly Gheno, who initially asked for $500,000 in exchange for 5% equity and valued the company at $10 million.

BootayBag’s co-founders, Ellyette Gheno and Madeline Petticord, have played a significant role in the success of the company. They have focused on providing personalized and stylish underwear for women, while also prioritizing sustainability and convenience. Their dedication to quality, innovation, and customer service has been a driving force in building and maintaining the success of the business.

In addition to its net worth, BootayBag has also been recognized for its commitment to social responsibility. The company has a recycling program, which allows customers to send back their old underwear in exchange for a discount on their next purchase, and it makes a donation to the Melanoma Foundation for every new subscription.

Alternatives To BootayBag

There are several alternatives to BootayBag, which is a monthly subscription service that delivers women’s underwear to their doorstep. If you’re looking for similar services, here are some options [8]:

Alternatives To BootayBag

  • Adore Me offers a range of lingerie, sleepwear, and activewear, with a monthly subscription option that includes personalized recommendations based on your style preferences;
  • MeUndies offers a monthly subscription service that delivers underwear, loungewear, and other clothing made from eco-friendly fabrics like modal and bamboo;
  • Savage X Fenty is a lingerie subscription service that offers a range of sizes (up to 3X) and styles, including bralettes, thongs, and sleepwear;
  • Empress Mimi is a luxury lingerie subscription service that offers a range of styles, from romantic and vintage-inspired to edgy and modern;
  • Tommy John offers men’s and women’s underwear subscriptions, with a focus on premium fabrics and quality construction;
  • Skims offers women’s underwear and shapewear, with a focus on inclusivity and diversity in sizes and styles;
  • Knix offers women’s underwear and bras, with a focus on comfort, functionality, and versatility. They also offer leak-proof underwear and period-proof swimwear;
  • Knotty Knickers is a monthly subscription service that delivers women’s underwear in a variety of styles and sizes, with the option to customize your box based on your preferences;
Overall, there are many options available for those looking for a monthly subscription service for lingerie or underwear. Each of these services offers something unique, so it’s important to consider your style preferences, size, and budget when selecting the best option for you.


  1. How much does BootayBag cost?

BootayBag offers different subscription options. Prices start at $10 per month (1 pair of undies), up to $30 a month for a Luxe subscription (2 matching sets) [9].

  1. What sizes are available?

BootayBag offers sizes XS through XL.

  1. How does the subscription work?

Customers sign up and select their preferred subscription option. Each month, they receive a new shipment of underwear.

  1. Can I customize my box?

No, but you can swap your subscription between the one and two pairs option, as well as between the different collections BootayBag release every month.

  1. Is BootayBag environmentally friendly?

Yes, BootayBag has a recycling program that allows customers to send back their old underwear in exchange for a discount on their next purchase, and it makes a donation to the Melanoma Foundation for every new subscription. They also use eco-friendly packaging.

  1. Where can I buy BootayBag?

You can subscribe to BootayBag on their website, as well as on CrateJoy.

  1. When was BootayBag on Shark Tank?

BootayBag appeared on Shark Tank in season 9, episode 4, which aired on October 22, 2017.

  1. Is BootayBag still in business?

Yes, BootayBag is still in business and thriving. Since its appearance on Shark Tank, the company has continued to grow and expand its offerings.

  1. Which Shark Tank business failed?

Many businesses that appeared on Shark Tank have failed, but it’s unclear which one you are referring to. Can you please provide more context or information?

  1. How much revenue did BootayBag make?

BootayBag is a private company and has not made its revenue public. As a result, it’s difficult to determine how much revenue it has generated.

  1. Where is BootayBag located?

BootayBag is based in Venice, California in the United States.

  1. How do I cancel my BootayBag subscription?

To cancel your BootayBag subscription, you can log in to your account on the BootayBag website and follow the instructions to cancel. You can also contact their customer service team for assistance.

  1. Who made the most money after Shark Tank?

Many companies that have appeared on Shark Tank have gone on to make significant amounts of money. Some of the most successful include Scrub Daddy, Ring, and Squatty Potty.

  1. What is the biggest flop in Shark Tank history?

There have been many flops on Shark Tank, but one of the most infamous is the product called “UroClub”, which was a fake golf club that men could use to discreetly relieve themselves on the golf course.

  1. Does Shark Tank still exist?

Yes, Shark Tank is still in production and has aired over 12 seasons.

  1. Do Shark Tank sharks get paid?

The Sharks on Shark Tank do not receive a salary for appearing on the show. Instead, they invest their own money in companies that they believe have potential.

  1. Does Shark Tank take equity?

Yes, in exchange for their investment, the Sharks on Shark Tank typically receive an equity stake in the company they invest in.

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