Sock Candy: What Happened To The Brand After Shark Tank?

Sock Candy founder Mary Gui's is a story entrepreneurs know well: She went to college and got a respectable corporate job but soon realized it wasn't what she wanted to do with her life. That's what Gui shared with potential investors when she appeared on Season 16 of ABC's "Shark Tank," which aired on April 11, 2025. "I worked in corporate advertising all through my 20s, and I was unfulfilled," she wrote in an essay posted to her Sock Candy website.

Gui quit her job and started posting her outfits on Instagram, quickly becoming known for her fun sock pairings. This helped her spot a gap in the market; there was a lack of elevated, stylish socks meant to be not only functional but fashionable, and so Sock Candy was launched in 2020. Before "Shark Tank," Sock Candy had been featured in a host of gift guides and similar small-item roundups published by Vogue, Forbes, Buzzfeed, Cosmopolitan, and other outlets.

When Gui walked into the tank — sporting an orange and bubblegum pink blazer and a big bow in her hair — she was armed with a slew of sheer fashion socks in bold colors and whacky prints, and looking to take Sock Candy to the next level. Spoiler: She made a deal.

Mary Gui brought Sock Candy to "Shark Tank" willing to exchange 5% of her whimsical brand in exchange for $150,000. She'd actually applied for the show twice before, according to an essay published on the Sock Candy site. By the time she finally made it to the boardroom, it was a fairly smooth negotiation. When questioned about the company's sales, Gui projected that Sock Candy would end the year (2024) with approximately $1.4 million in sales, noting that the fourth quarter is especially lucrative. 

Mark Cuban, Lori Greiner, and Robert Herjavec all went out — but not before Herjavec pointed to Gui's immigrant background for helping to fuel that make-it-happen spirit. Gui is a Chinese-American who came to the states with her single mom at 6 years old. Kevin O'Leary offered $150,000 for 12.5%; Gui thanked him for his offer without saying yay or nay. Barbara Corcoran chimed in to express concern that Gui might get distracted trying to branch out into other forms of apparel. Gui assured her that socks were the focus and that she'd love to partner with Target. "My vision is for us to become the category leader in fashion socks," Gui said. 

Corcoran offered Gui the $150,000 she was after but for 15%, and with the promise that she'd help the product reach Target shelves. If she failed, Corcoran said Gui could keep the money and have her shares back. Gui countered Corcoran at $150,000 for 10% which she immediately accepted. The two hugged it out, Corcoran saying, "You don't need any help, actually. You know that, right?" 

Before Sock Candy's "Shark Tank" episode aired, Mary Gui had been running the business out of her home office. Shortly after, around June 2025, Gui moved operations to an office space in the Los Angeles area. In one video posted to Sock Candy's Instagram, the founder gave followers a glimpse into the newly acquired space: airy and feminine with concrete floors, and white and powder pink accents. The caption read, in part, "After running the business from home for 5 years, I am so excited for this new milestone. It was so scary to take the leap, but today when we moved in, I could feel it was the right decision in my bones." 

"Shark Tank" fans know that the show flashes a disclaimer that basically says that the tank talks are just that: talks. Nothing is official until the numbers are checked and the papers are signed. So, what ever happened with Sock Candy's deal? Well, in an April 2025 interview with CNBC, Gui said she and Barbara Corcoran had yet to ink their partnership deal. That may have had something to do with the ever-evolving trade landscape and fluctuating tariff rates, as Gui manufactured Sock Candy's products in China at the time. The status of the deal today is unclear, but, either way, Gui's partners, friends, and customers seem down to go wherever Sock Candy is headed. 

Sock Candy is still in business and right up there among the best fashion and beauty "Shark Tank" products that you can still buy today. Alongside the goodies, visitors to the Sock candy website can also submit an application to its ambassador program — evidence of Mary Gui's continued commitment to building a robust community of maximalist fashion lovers and creatives. If accepted, members enjoy a host of perks including discount codes and gifts, and the opportunity to partner with the brand on campaigns, content creation, and more. 

Ahead of her "Shark Tank" episode, Sock Candy posted a sweet look back video on Instagram, chronicling Mary Gui's emotional entrepreneurial journey. She captioned it, in part, "Coming from an immigrant Asian background, I never thought I could work in fashion, much less have a fashion accessories brand. I took a risk and broke the mold of what was expected of me, and it paid off."

Sock Candy doesn't appear to be slowing down post-"Shark Tank." The company's social media pages are a happy mess of splashy photos and videos featuring the brand's signature whimsical sheer socks. And Mary Gui hasn't abandoned her fashion blogger roots, still regularly posting 'fit checks and the like — we bet she could offer myriad tips for infusing more color into your wardrobe.

You can find Sock Candy at Nordstrom and Urban Outfitters, and their own website boasts more than 100 crew and knee-high socks embroidered with everything from avocados to Mahjong tiles. Styles can be purchased direct-to-consumer or via the wholesale page. Sock Candy has also inked a number of licensing deals, offering Harry Potter, Looney Tunes, Wicked, and Power Puff Girls socks — among other themes. And their fall 2026 collection features cozy patterns including books and shimmery deer. If you're wondering how to make socks and sandals fashionable against all odds, stick with Sock Candy. They'll get you off on the right foot.