Angels and Tomboys - Shark Tank Update

Sisterly entrepreneurship combined with maternal guidance created Angels and Tomboys when young sisters Madison and Mallory Boyd recognized a significant gap in the fragrance market for tween and teen girls, inspiring them to develop a line of fun, empowering body sprays and lotions that would provide age-appropriate alternatives to mature perfumes while celebrating the diversity of young women's personalities. Working alongside their mother Viara Boyd, a dance academy owner and entrepreneur, the sisters crafted unique scents with playful names like "Monkey Fart," "Lemonade Doughnuts," "Watermelon Funk," and "Deep Fried Ice Cream" that reflected their belief that "all girls are created equally different," appealing to both ballerinas and basketball players with fragrances that let young girls express their individual personalities.

Seeking $55,000 for 20% equity and valuing their Memphis-based company at $275,000, Madison and Mallory entered the Tank with impressive early validation including $59,000 in net sales from 5,000 units sold, healthy profit margins with $4 production costs and $12 retail prices, plus recognition from winning "The Real Pitch Contest" judged by Shark Tank alumni Moziah Bridges, demonstrating their ability to create compelling products that resonated with their target demographic. The Angels and Tomboys ecosystem addressed fundamental challenges in the youth beauty market by providing girls with authentic self-expression tools through scents that matched their personalities rather than forcing them into traditional gender stereotypes, while the company's expansion plans into full beauty product lines positioned them to serve the growing market of young consumers seeking products designed specifically for their age group and lifestyle preferences.

The sharks' reception revealed mixed enthusiasm as they appreciated the sisters' presence in 170 Walmart stores and solid profit margins but expressed concerns about market competition and post-viral sales sustainability, with Robert Herjavec and Kevin O'Leary quickly exiting due to market concerns, Lori Greiner acknowledging their efforts but citing industry competitiveness, while Daymond John and Mark Cuban ultimately partnered to offer $60,000 for 33.3% equity ($30,000 each), recognizing their potential and accepting the deal after brief consideration from the sisters. The post-Tank trajectory initially showed promise with the deal successfully closing and significant momentum building, including the opening of their first brick-and-mortar store in Memphis, Tennessee in spring 2018, though challenges emerged by summer 2018 as their online presence declined, social media activity dwindled, and website issues persisted despite the physical store remaining operational through early 2019.

Our Angels and Tomboys update found that after facing significant struggles including store closure by early 2023 and continued "sold out" listings on their website, the company made a remarkable comeback in October 2023 with a completely redesigned website focusing on plant-based skincare products, officially launching their updated collection at a Memphis beauty networking event on November 1, 2023, while establishing Girlhood Academy, a nonprofit organization promoting self-esteem and combating bullying among young girls. We found that Angels and Tomboys continues evolving with exciting plans for new products including body wash, 2-in-1 shampoo and conditioner, and facial cleanser systems, proving that sometimes the most resilient businesses are those that adapt their vision while maintaining their core mission of empowering young girls through innovative beauty products that celebrate individuality and self-expression.