'Shark Tank' Angels and Tomboys—e-Commerce to Brick-and-Mortar

Longtime Shark Tank viewers likely remember Madison Star and Mallory Iyana, the entrepreneurs who were just 12 and 10 years old, respectively, when they pitched their Angels and Tomboys body care products on the ABC reality show in October 2016.

So, how’s the company doing now? Its 2021 net worth isn’t publicly available, but we’re happy to report that the tween-friendly company is still in business.

And that’s good news for kids who want fragrances made by and for youngsters, as Madison and Mallory once did. “We were always playing with our mom’s lotions, but they are too flowery, too strong, or too expensive, and we just wanted our own thing,” Madison said during their Shark Tank pitch. “Literally, there’s nothing out there. … Like, what little girl our age feels comfortable going into Victoria’s Secret? It’s OK, but it’s not really for us.”

During Shark Tank Season 8, Episode 4, Madison and Mallory pitched Angels and Tomboys alongside their mom, Viara Iyadunni. They sought $55,000 in exchange for 20 percent of their company. They even brought along a music video to hype up their fragrances to the Sharks. (Example lyrics: “This Watermelon Funk got me smelling some type of way / Can’t go a day / Without that body spray. / Girl, I love the smell / Got everybody talking / My sister right beside me smells like Frozen Hot Chocolate.”)

The Sharks commended the girls on their confidence, their song and dance, and their tagline “All girls are created equally different.” They also appreciated that Madison, Mallory, and their mom had already moved 5,000 products for $59,000 in sales by the time of their Shark Tank appearance.

However, Robert Herjavec struggled to see a market for the products, Kevin O’Leary said it would take too much work to get it into retail, and Lori Greiner said the fragrance business was too tough.

The entrepreneurs didn’t walk away empty-handed though. Daymond John and Mark Cuban offered $60,000 for a third of the company, and Iyadunni and her daughters happily accepted the deal.

After enlisting the Atlanta-based firm Professional Products Unlimited to produce the body care products, Madison and Mallory and their mom opened a physical store in Memphis, Tenn., in 2018, according to The Commercial Appeal. True to the brand name, the retail location was split down the middle, with a section for angels and one for tomboys.

Iyadunni told the newspaper that Cuban was surprised to hear of the brick-and-mortar plans. “He’s really for the e-commerce piece, but he [now] loves the store idea,” she said. “Once he saw it and he really caught the vision, it was a no-brainer.”

She also revealed that their sale volume had more than tripled since their Shark Tank experience.

Angels and Tomboys products—Body Milk Lotion, Liquid Sugar Body Spray, Nourishing Shampoo, and Moisturizing Conditioner—are available through the company’s online store. The scents—which also include Happy Birthday Strawberry Cupcake, Lemonade Donuts, Cherry Star Glam, and Cotton Candied Apples—are each paired with a mascot character.

“Our fun and unique scents encourage you to be proud, be bold and be you. Find yourself in one of our Girlhood characters that represents each fragrance,” Madison and Mallory say on the website. “Love being a girl… because all girls are created equally different.”