Let’s cut through the Shark Tank fairy dust. Everyone’s seen the classic pitch—founder walks out with a life-changing product, Sharks bite (or don’t), the credits roll. But you’re here for the truth behind that magic minute on TV.
Gently Soap’s journey on Shark Tank Season 15 gives us what most pitch-room fairy tales don’t: an actual blueprint of hustle, resilience, smart bets, and tough asks. Want to know if the hype cashes out? Or if this is just another natural soap brand floating in a sea of white-label bars? Keep reading.
What Is Gently Soap, and Why Is It Different?
Most natural soaps promise the moon, then slap you with synthetic fragrances that torch sensitive skin. Gently Soap strips it to the basics—no essential oils, no synthetic scents, no chemical cocktails. Instead, they use real herbal infusions. No baloney, no jargon.
Here’s the reason that matters. When you’re itching like crazy and nothing on the shelf works, you don’t want unicorn oils or influencer hype. You want science, simplicity, and a founder who actually gets it. That’s Kristen Dunning’s angle. And trust me, the story behind this company isn’t your usual founder solves problem, launches brand, gets rich meme.
Who Is Kristen Dunning?
Kristen Dunning, the founder of Gently Soap, isn’t playing at entrepreneurship. She’s battled serious sensitive skin issues since childhood. For most people, that’s just annoying. For Kristen, it became her life’s work.
Here’s what sets her apart: Kristen didn’t just read a few blogs and start mixing oils in her kitchen. She put in the grind, studying horticulture for three years at university to decode how plant ingredients impact the skin. That means she’s not guessing—she’s making bars with real botanical firepower, tuned for the people who get left out by mainstream personal care.
You want proof of credibility? Ask yourself how many founders hit Shark Tank with both a pain story and a legit technical background. Not many.
Did Kristen Dunning Actually Study Horticulture?
This is the question I see all the time on places like SharkWorth: Is she for real, or just playing scientist for the pitch?
Let’s be clear—yep, Kristen Dunning studied horticulture. She spent three years digging into plants, learning which herbs soothe and which ones irritate, before she ever launched Gently Soap.
We get a lot of wellness founders making claims. Kristen actually did the work. That’s why her formula leaves out trendy but harmful oils and instead goes for proven, gentle infusions. That’s not a marketing front—that’s solving the root problem.
Gently Soap’s Shark Tank Pitch — Did the Sharks Bite?
You already know most pitches follow a script. Big intro, nervous fumble, then anxious waiting for a Shark to feel warm and fuzzy. Did Kristen play it safe? Not for a second.
She came in on Season 15, Episode 1 asking for $75,000 for 10% equity. That’s gutsy—maybe even a little steep for a soap startup without retail distribution. But what Kristen delivered was emotional authenticity, the science to back it, and a crystal clear ask.
Watching her pitch, I recognized a founder who’d actually pitched before, not just practiced in their living room. She handled tough questions, stayed calm when pressed for numbers, and never overhyped. That’s what the Sharks look for—a real operator.
The room took to her products instantly. Scents were warm, familiar, non-irritating—exactly what sensitive skin customers want. Sharks love brands that don’t just solve a problem, but create a movement. Kristen did both.
Who Invested, and Did She Get a Deal?
Here’s where it gets spicy. Kristen’s ask was fair, but not softball. And on Shark Tank, most founders either give away the farm or get greedy and walk with nothing.
But Gently Soap hit the sweet spot. Guest Shark Candace Nelson (Sprinkles Cupcakes founder) stepped up. She wasn’t just another name looking for TV glory. She loved the product, saw the founder’s heart, and ponied up $75,000 for 25% equity.
That’s classic Shark Tank: double the ask on equity, but for an early-stage business, it’s the price of serious mentorship and exposure.
And here’s my favorite part—Kristen didn’t flinch. Some founders choke on equity talks and lose everything trying to protect percentages. Kristen looked at the big picture: brand lift, strategic money, TV scale—she played it exactly right. I’ve seen too many founders get greedy and miss out. Kristen? She took the leap, and in my book, that’s real hustle.
Deal Details: Real Numbers, No Fluff
Let’s talk numbers, since every entrepreneur reading SharkWorth wants the gritty details.
- Initial ask: $75,000 for 10%
- Final deal: $75,000 for 25% (from Candace Nelson)
- Year launched: February 2021
- YTD sales at time of pitch: $113,000
- Key Channels: Online DTC, with Amazon launch prepped during Shark Tank
If you want to know if that’s impressive, let’s put it in perspective. Plenty of personal care startups have blown hundreds of thousands in paid ads just to clear $50K in revenue. Kristen was already winning direct before major channel deals.
Gently Soap’s Net Worth and Business Performance After Shark Tank
Here’s what matters: Does all that TV hype turn into sustainable dollars? Or does it fizzle out after the Shark Tank bump?
Gently Soap avoided the classic pitfalls. With $113K in sales before landing in front of millions on TV, they were never a pre-revenue gamble. Post-show, Kristen landed an update episode and saw real growth—expanding into Amazon, ramping up online sales, and keeping the fire alive with new retail partnerships.
Do we have an exact net worth number? No, and any site telling you they do is blowing smoke. But look for these signals:
- She’s still running things day-to-day as CEO.
- Gently Soap’s continued media appearances keep the brand in the conversation.
- Product reviews and online buzz have trended up, not down.
Is Gently Soap a one-hit wonder? Not at all. It’s building step by step, like every good DTC brand should—no hacks, just repeat customers, smart expansion, and clear mission.
Breaking Down the Product Line: What Makes Gently Soap Stand Out?
Forget the fancy influencer boxes. Gently Soap’s product line is simple. Bar soap made for the can’t use anything crowd—those of us who react to everything on a mainstream shelf.
Their edge:
- No essential oils or synthetic fragrances—just actual herbal infusions for gentle scent.
- No hidden sulfates, no clinical steroids.
- Every bar is designed based on real herbal science, not trend-chasing.
The line keeps growing, but never loses focus. If you want the Bombas/Scrub Daddy-style virality, you need both wow and why. Gently Soap has the why on lock.
Think about it—how many bar soap brands ever get on Shark Tank, then keep landing interviews, update shows, and real retail partners? That’s not luck; it’s smart positioning and relentless focus.
How Has Gently Soap Grown Since Shark Tank?
Here’s the real test: Once your face is off the screen, do sales tumble? Gently Soap didn’t vanish post-Shark Tank. Kristen Dunning has shown up on update episodes and new interviews, talking about product launches and partnerships in 2025.
Their Amazon debut happened. The DTC store is still strong, and the brand’s social media actually talks to real customers, not just bots. People are leaving legit reviews—repeat buys, not just hype.
What also catches my eye: Kristen hasn’t left the founder’s chair. The real growth stories keep the leader in place, pushing for better margins, new SKUs, and selective retail expansion. Gently Soap is following that playbook.
The Final Take: Is Gently Soap Here for the Long Haul?
Let’s not sugarcoat it—Shark Tank is notorious for poster children that burn fast and disappear. But Kristen and Gently Soap are building slow, steady, and smart.
Why’s it working? Kristen played the equity game without being stingy. She leads her niche and knows her numbers. And most important, she listens to real customer pain, not just market trends.
You want my streetwise call? Gently Soap doesn’t just sell sensitive bars—they sell hope for millions of people itching for a better option. That’s why Candace Nelson backed them, and that’s why they’re still here.
Check the scoreboard two years from now—I’d bet Gently Soap is still around. And if you want to track every update, SharkWorth is your new cheat sheet.
FAQs That Actually Matter
Did Kristen Dunning study horticulture before founding Gently Soap?
Absolutely. She put in three years of horticulture study—so every bar is built from botanical science, not wishful thinking.
Is Gently Soap still in business after Shark Tank?
Yes. The company is active, growing, and still under Kristen Dunning’s leadership.
Did Gently Soap land an investment on the show?
Yes—Cordially, deal locked with Candace Nelson on Season 15.
Who invested in Gently Soap?
Candace Nelson (the Sprinkles Cupcakes founder). She saw the founder’s vision and put her money on the table.
What’s so different about Gently Soap’s products?
No essential oils, no harsh synthetics, and crafted for ultra-sensitive skin using real herbal infusions.
Can you buy Gently Soap outside the website?
Yes—you can now find them on Amazon, and more retail moves are coming.
How much did Gently Soap make around the time of Shark Tank?
Year-to-date sales were $113,000, with strong momentum.
How much equity did Kristen have to give away for her deal?
She parted with 25%—a smart move for strategic money and major mentorship.
Who runs Gently Soap today?
Kristen Dunning is still CEO and founder, leading product vision and growth.
Don’t get fooled by the Shark Tank sizzle. If you’re looking for brands that know the difference between a TV win and real business grind, Gently Soap should be on your watchlist. Want the numbers, pivots, and future moves? Keep one eye on SharkWorth—because this isn’t just another soap story. It’s how modern founders win.
