BootayBag: What Happened To The Brand After Shark Tank?

Every brave entrepreneur who puts their passion project on the line by presenting their business to the ruthless investors of ABC's "Shark Tank" hopes to walk away with a favorable investment deal. "Shark Tank" viewers, on the other hand, hope to see a pitch full of ups and downs that ends in a feeding frenzy as the Sharks fight over who gets a piece of the budding company. Sadly, not every episode of the show's 14-season run can deliver either of those scenarios. 

When BootayBag founder Ellyette Rae Gheno appeared on Season 13, Episode 2 of the hit program, fortune smiled on both the entrepreneur and the show's viewers. Gheno's "Shark Tank" pitch has it all: a rags-to-riches story, multiple offers from Sharks, and an investment deal in the end. Did such an exciting episode, however, translate to actual success for the business after the show aired? Let's see where the brand is now.

Ellyette Rae Gheno presented her underwear subscription business to the Sharks, asking for a $500,000 investment in return for 5% equity in the company. As the potential investors admired Gheno's products and packaging, she explained the history of the business, revealing that she had started the company with just $300 and turned that lone investment into an astonishing $15 million in sales with zero debt. Stunned, Mark Cuban referred to her success as the "best story I've ever heard."

It didn't take long for guest Shark Kendra Scott to offer Gheno $500,000 for 10% equity. Before the BootayBag's founder could answer, Barbara Corcoran jumped in — reminding Gheno of her investor status in a similar company called Grace & Lace — with an offer of $500,000 for 20%. The two women quickly combined their offers to include both Sharks at the $500,000 for 20% price point. Kevin O'Leary then tossed out an offer of $500,000 for 15%. As it became clear that Gheno was struggling to consider letting go of 15% or more of her company to an investor, Scott quickly abandoned Corcoran and returned to her original offer of $500,000 for 10%. Gheno accepted and a deal was made. 

After appearing on "Shark Tank," BootayBag continued to engage with its customer base through Instagram and TikTok the same way it did before the show. According to the company, it also continued to donate to organizations that provide underwear to homeless women and prioritizes sustainable practices such as recycling and utilizing biodegradable materials. After experiencing the boost in visibility that comes with appearing on a major television network, the brand appears to have expanded its product line.

In addition to panties, bras, and bralettes, BootayBag moved on to offering sleepwear, activewear, corsets, and bodysuits. These items were available individually, as matching sets, or by subscription. Sadly, what seemed like an endlessly successful business eventually disappeared without a trace.

By 2024, it appeared BootayBag was no longer in business. The company's Instagram and TikTok accounts once boasted over 200,000 followers on the former and 8,000 followers on the latter, but they have been deactivated. According to Inc., many customers took to social media to express their dismay about the closure, demonstrating just how popular the brand had become.

While the company's now-defunct website did mention appearing on "Shark Tank" and even included an embedded video and GIF of its pitch, there doesn't appear to be any mention of Kendra Scott, which raised questions about whether or not the deal that was struck on the show ever actually closed. 

The lingerie industry was worth an estimated $88 billion in 2022 and is slated to increase at a rate of 6% within the next decade, according to Grand View Research. Moreover, the subscription model at large was set to reach a value of over $900 billion by 2026 (via Forbes). Ultimately, nothing currently suggests that BootayBag and its founder would have faced a future that was anything less than bright and promising if the business had remained in operation. 

Nevertheless, Ellyette Gheno has moved on to other projects outside of the public eye. Gheno was still listed as the CEO of BootayBag on LinkedIn as of 2023, though her account appears to no longer be active. Inc. noted that Gheno had started a new Behehiiv newsletter in early 2025, but this, too, seems to have fallen by the wayside. Whatever is next for Gheno, she'll always be a memorable part of "Shark Tank."