ToughCutie Socks: Here's What Happened To The Brand After Shark Tank

Entrepreneur Brittany Coleman created ToughCutie in 2019 with one goal in mind: to support women with outdoor socks that are both stylish and comfortable. "I started ToughCutie out of frustration with feeling like there wasn't enough female representation in product development for products that were really meant for women," she said (via Wake Forest School of Business). Coleman took her mission all the way to "Shark Tank," the Emmy Award-winning reality show featuring celebrity investors known as "Sharks." On the show, aspiring entrepreneurs like Coleman get the chance to pitch their company or product to this panel of investors in exchange for equity. 

Though Coleman incorporated ToughCutie in 2019, she said it took her two years before she actually started selling her high-end outdoor socks. "In between, I left another job, leveled up my industry knowledge through accelerators, mentor programs and trade shows, and ultimately launched in REI," Coleman wrote in a blog post. She caught her big break when she appeared on "Shark Tank" in January of 2025, during Season 16. Her crew of potential Sharks included Mark Cuban, Barbara Corcoran, Kevin O'Leary, Lori Greiner, and guest-Shark Jamie Kern Lima, co-founder of IT Cosmetics. Coleman admitted in her blog that she knew she was heading into the Tank with mediocre metrics, but said she believed in what she was building and was up for the challenge.

Brittany Coleman came to "Shark Tank" asking for $100,000 in exchange for 10% equity. In her pitch, the ToughCutie founder and CEO told the Sharks that her socks were made specifically for women's feet with soft and comfortable certified merino wool. Coleman also mentioned that ToughCutie was awarded the title of "Most Comfortable Hiking Sock" by Outdoor Life in 2023 and 2024. 

Lori Greiner commented that she loved the name ToughCutie, and Jamie Kern Lima agreed that she liked the idea that women can be both tough and cute. When Coleman mentioned that her socks retailed for about $24, Mark Cuban said he was surprised that consumers were willing to pay that much. Just as Coleman expected, the Sharks were also hesitant about her sales. Though her lifetime sales of $967,000 were impressive to the Sharks, she stated that $748,000 of those sales were made in 2023, and out of that, Coleman said her net sales were only about $6,000 due to inventory challenges as a result of supply-chain issues. 

The Sharks told Coleman that she focused on retail too soon without first establishing a stronger online presence. While the other Sharks backed out, Barbara Corcoran offered $100,000 for 25% equity. Even though it was higher than her initial ask, Corcoran wasn't willing to negotiate, and Coleman agreed and locked in the deal. Discover another Corcoran deal with Luna Magic Beauty, and find out what happened to the brand after Shark Tank.

After her "Shark Tank" debut, Brittany Coleman was shocked by the reaction of viewers. "I knew being on Shark Tank would be big. What I didn't realize is that it would turn ToughCutie into a thing," she wrote in a blog post. And what a thing it was — the company's website reported more than 10,000 visits on the night the episode aired — up from its normal 3,000 monthly visitors. After ToughCutie's night in the spotlight, Coleman said life was moving at top speed. "Following the show, many of you saw me shipping out orders like crazy, popping up at events, and collaborating with incredible partners," she wrote. However, Coleman was most excited to see the support from other women across the country, ranging from experienced hikers to trail newbies. 

But it hasn't all been smooth sailing for ToughCutie. According to Coleman, soon after airing, the company had to find a new sock factory and rebuild their entire supply chain from scratch. As a result, ToughCutie introduced a new version of the brand's flagship sock model, Eve. In addition, the brand added several new patterns, such as the Classic Athletic Merino Wool Hiker Crew, No Planet B Merino Wool Hiker Crew, and the Sasha the Fierce Bear Merino Wool Hiker Crew.

In August 2026, ToughCutie's premium socks can continue to be found on their website and through several online retailers, though they appear to mostly be sold out. According to an October 2025 post on the ToughCutie Facebook page, Coleman announced that she wouldn't be releasing any new products that fall. "As much as I was excited about the next drop, I didn't receive enough pre-orders to make it make sense financially (those small-biz margins are real). Rather than overextend, I'm pulling back and giving you time to shop elsewhere for the holidays," Coleman wrote. 

In a January 2026 article in Marketplace, Coleman once again mentioned a slowing demand for ToughCutie socks, stating that the demand has been weakening since the second half of 2025. As a result of this uncertainty, Coleman said she would be slowing down on future growth and instead focusing on selling directly to consumers to avoid the more costly retail route. "Not all growth is good growth," Coleman explained. "For us, analyzing which revenue streams actually make sense, eliminating the unprofitable ones, the low-margin ones that ultimately drain resources — that's really where our focus is."

Even through the tougher times, Brittany Coleman says the one thing that's keeping her going is the support she receives from women across the country. "Through it all, what's kept me going are the messages. The messages from strangers saying things like, 'I've never felt this supported by a sock,' or the ones reminding me that I am among a small but mighty group of audacious, outdoorsy Black female business owners," she wrote in a blog post. Speaking of socks, find out why it's time to ditch those outdated ankle socks, and what to wear instead.

Though Coleman has endured many bumps throughout her entrepreneurship journey, she has maintained a positive attitude and a sense of humor every step of the way. Though the future of ToughCutie is uncertain, Coleman has learned many tough lessons since her time on "Shark Tank," and has gained wisdom and perspective to last a lifetime. "Whether you're a comedian with a sock line or a scrappy founder with a dream, stepping into the Tank is thrilling and unforgettable," she wrote on her blog. "And while the lights fade, the work doesn't. The real show is what happens after the cameras turn off. And that's where you'll still find me — building ToughCutie, one damn good pair of socks at a time." To support other "Shark Tank" businesses, check out the 10 best fashion and beauty Shark Tank products that you can still buy today.