Here's What Went Down With ToughCutie Socks After Shark Tank

Brittany Coleman had no plans to ever start a business of her own, but a fateful company meeting with the intent to launch a women's hiking sock rubbed her the wrong way. "She didn't really need quality gear; she was just supposed to look the part," Coleman exclusively shared with Public Lands. And so, Coleman took the initiative to kickstart ToughCutie in 2019, which produces socks catered specifically to women who love hiking. But difficulties with her startup brand prompted her to go on "Shark Tank." And it seems that was a good decision, as ToughCutie is going from strength to strength. 

Coleman appeared on Season 16 Episode 9 of "Shark Tank," delivering a witty, spirited pitch to "Shark Tank" regulars Barbara Corcoran, Mark Cuban, Lori Greiner, and Kevin O'Leary, with IT Cosmetics co-founder Jamie Kern Lima appearing as a guest Shark. Coleman asked for $100,000 in return for a 10% stake in ToughCutie. Although the price of her socks raised eyebrows at first, it was when they got down to the dip in her sales numbers that things took a downturn for Coleman. While every other Shark pulled out, Barbara Corcoran wasn't deterred and the pair hashed out a deal, though Coleman ended up having to offer 25% of her company rather than the 10% she was asking for.

Based on Coleman's blog, ToughCutie is steadily going from strength to strength. Although she made no mention of Barbara Corcoran or their deal, Coleman implied that her appearance on "Shark Tank" itself was already a big help for her brand. It served as free advertising, and the ToughCutie website garnered thousands more visitors from interested fans of "Shark Tank" after Coleman's debut. And aside from the positive press, Coleman has had a surge of new customers who are not afraid to gush about her product. 

With the quality and feel of ToughCutie's socks paired with the most comfortable shoe styles to wear while traveling, it's no wonder her products have been a hit. And it appears that the increasing wave of support has only served to make Coleman more determined to push ToughCutie to stratospheric heights of success. "Immediate success is getting the product on as many feet as possible," Coleman informed Public Lands. "I think the longer vision is to build a company like some of the ones that we admire today that are doing so much for women." The accomplished entrepreneur then supplied hints for ToughCutie's future product expansion, stating that she doesn't intend for her brand to "just be selling socks."