Sugardoh Hair Removal: What Happened To The Brand After Shark Tank?

With her bubbly personality and fun denim jumpsuit, Aliyah Marandiz quickly charmed the sharks when appearing in a 2024 episode of "Shark Tank" to promote her hair-removal product, Sugardoh. However, when it came time to secure an investment, it wasn't so easy for the Texas native to sway the sharks. Marandiz, a self-described "hairy brown girl with sensitive skin," was inspired to create Sugardoh due to her own frustration with painful and damaging hair removal methods, so it would take a lot more than just some pushback from the sharks to make her throw in the towel on her dream.

Though she began tinkering with the formula for her DIY hair removal in 2016 while she was still in college, it wasn't until 2020, when Marandiz found herself burnt out by the corporate world and on the verge of getting fired, that she decided to bet on herself as an entrepreneur. She tried her hand at freelance website design and launched a salsa shoe brand for tall women, but neither really panned out. It wasn't until her husband asked, "Why not sell that sugaring thing for your armpits?" that Sugardoh was born.

Looking to take her business to the next level in 2024, Aliyah Marandiz showcased Sugardoh Hair Removal on "Shark Tank" in front of Mark Cuban, Kevin O'Leary, Daymond John, Lori Greiner, and Kendra Scott. Initially, the sharks were impressed by the brand's quick rise in sales, but after explaining more of their monetary logistics, all the sharks took turns backing out of the deal. Cuban warned the founder, "You can't afford to go into more retailers," while O'Leary told John he'll be older than the Phoenicians who invented the sugaring method by the time he'd get his investment back.

At the time, the brand was completely self-funded, relying solely on its direct-to-consumer business model, ending its first fiscal year with $50,000 in revenue. In 2021, the brand went viral on TikTok, earning a 52% increase and ending the year with $2.6 million. Two years later, the brand had expanded into Amazon and 1,300 Ulta Beauty stores, capping off its third year in business with $5.6 million in revenue. 

After pitching the brand's early beginnings to the sharks, Aliyah Marandiz asked for $500,000 with a 5% stake of her $10 million-valued company — prompting a loud but hesitant "oh!" from the tank. Really looking to sway the sharks, Marandiz, with the help of Kendra Scott, presented a demonstration proving why you should try sugaring for hair removal, with the help of the product's simple ingredients: sugar, water, and citrus. But it still wasn't enough. 

After explaining her $1.5 million debt and $1 million in inventory, admitting that they have no cash available, guest shark Scott was sympathetic to Marandiz's debts and recalled her own mistakes she made in her early business endeavors, but even after a final plea from the founder, she backed out of the deal. Concerned about the competitive market, Lori Greiner was the final shark to back out of the deal, forcing Marandiz to leave the tank empty-handed.

Aliyah Marandiz and Sugardoh are proof that rejection is just redirection. In the same year that her brand failed to close any deals on "Shark Tank," Marandiz capitalized on the exposure from the appearance, garnering a handful of accolades, like landing on Forbes' 30 Under 30 list in the Retail & E-Commerce section. For Sugardoh, "Shark Tank" wasn't the end, but rather an opportunity for the brand to gain some attention and continue full steam ahead.

Based on the display presented during Marandiz's "Shark Tank" pitch, it seems the brand hasn't expanded its product line much beyond what was available in 2024. However, Sugardoh has maintained a roster of popular core products, including their signature "Big Doh," "Sugaring Starter Kit," "Essentials Kit," and "Full Body Sugaring Kit," as well as post-wax accessories, including an "Ingrown Magic Wand" and "Post Sugaring Soothing Gel," ranging from $20 to $165. Sugardoh has presented itself as a sensitive skin-friendly and long-lasting hair removal method, so it's more important to continue focusing on the highly effective products that made the brand a success, rather than expanding the brand by adding as many new products as possible. 

There are several beauty products from "Shark Tank" that you can still buy today, and Sugardoh is yet another. As of August 2026, Sugardoh is not just running; the brand is thriving, with an estimated net worth of $8.78 million as of 2025 (per Shark Tank Companies).

Part of the brand's steady climb could be attributed to its grounded philosophy. In an era where aesthetics are often prioritized over effectiveness and aisles at beauty chains feel oversaturated, Sugardoh believes in a grounded, quality-over-quantity approach rather than one based on consumption. Instead of high-end photoshoots with models that feel light-years away from the average consumer, Sugardoh focuses on a user-generated content model. The brand's Instagram feed, which has 67.5k followers, features videos from real consumers using the product, tapping into their simple strategy: "make stuff that works, and talk to people like real people." 

Consumers say that there is a bit of a learning curve to the product, but once you get the hang of it, the wax becomes easy to use with the proper consistency and payoff, as a little goes a long way. As the brand continues to grow, their mission has become bigger than external beauty. Sugardoh has prioritized sustainability with reusable packaging and compostable sugar paste, and with consumer-centric marketing, Sugardoh aims to help the whole individual, giving them what they need to feel good about themselves.

As of 2026, Sugardoh hasn't revealed much about its upcoming plans. With the bulk of the brand's content focused on its current product lineup and educating consumers on its usage, we wouldn't expect new campaign launches anytime soon. In fact, the founder, Aliyah Marandiz's Instagram is private, letting her brand take center stage. 

But their silence doesn't mean the brand isn't working toward fulfilling their five-year goal, which Marandiz told Canvas Rebel in 2022. "I want Sugardoh to be an international brand available in 1000s of retail stores across the globe so we can give more hairy bodies access to a healthy relationship with hair removal," she explained. It's important to Marandiz to help others up the success ladder behind her, and she emphasized Sugardoh's commitment to providing grants and programs to help other founders build and grow their own brands. Sugardoh might've left the shark tank defeated, but they didn't stay down for long and are a true testament to resilience and determination.