Here's What Went Down With Curie After Shark Tank

If you're a "Shark Tank" fan, you're probably familiar with Sarah Moret's business venture, Curie. The brand offers a range of aluminum-free deodorants and skincare products, with Moret taking her idea in front of the sharks during the March 11, 2022, episode of the ABC business show, Season 13, Episode 17.

Moret had actually applied to be on the show two years earlier, though she wasn't chosen to be one of the primary businesses featured on the show. She tried again in 2021 and ended up on stand-by, as in, the show would get her in if they had space to fill. Moret was then contacted by producers in September 2021 and was told she had just two hours to get to the "Shark Tank" studio and pitch her idea. 

"I just jumped in the car; my fiancé was driving, and he brought me home as fast as possible in the carpool lane. I curled my hair, got ready in 20 minutes and did my makeup in the passenger seat of his car for a primetime TV show," she recalled during an interview with dot.LA. At that point, Curie (which Moret founded with $12,000) was already making $700,000 in sales in its second year and was being sold in more than 300 stores across the U.S., as well as being available to purchase via QVC. But that was just the beginning.

Already an established business, Sarah Moret had a lot to lose when she took Curie on "Shark Tank." The entrepreneur went on the show looking for $300,000 in exchange for a 5% share in her business, which wasn't yet bringing in a profit, though Moret explained she was looking to make a very impressive $2 million in 2021. But that still wasn't enough to attract all the sharks. Lori Greiner, Kevin O'Leary, Mark Cuban, and Barbara Corcoran all bowed out following the pitch, which left only Daymond John in the running. John then offered Moret the full $300,000 she was looking for, but he wanted 20% of the business — 15% more than Monet was initially offering. That's why Moret came back with another counteroffer, asking if John would drop to a 12% stake. "I know my worth, I know the company's worth and I'm not backing down," she confidently told him (via Dot.LA).

But, proving anything can happen on "Shark Tank," John then dropped out after Moret explained she only had two hours to prepare — which was good news for Mark Cuban and Barbara Corcoran. The previously out sharks came back in, offering the full amount for 14% of the business. Monet once again asked to drop to 12% and another 2% in advisory shares, before the trio then agreed to shake hands at 10% and 4% advisory shares for $300,000. See, we told you it was eventful!

Despite landing a deal as the "Shark Tank" cameras rolled, Sarah Moret re-negotiated Curie's contract behind the scenes. Mark Cuban dropped out, but Barbara Corcoran stuck with the clean beauty brand, investing an undisclosed amount. "I have nothing but wonderful things to say about Barbara. She is so hands-on," Moret shared on "Startup to Storefront." "...[She] puts her money and effort where her mouth is and shows up for us," she added. Clearly, not having Cuban on board didn't hurt business. Curie sold out of deodorant within the first 24 hours after the episode aired, amassing a 5,000-strong waitlist. "Our biggest hurdle right now is just getting back in stock quickly, so we can get people their deodorant," Moret told dot.LA. In an Instagram video shared that same month, Moret shared, "We did more sales that one night [the episode aired] than we did our entire first year of business." But that was nothing compared to the following months. 

ABC gave a Curie update during Season 14, Episode 6 of Shark Tank. Moret revealed her product waitlist had tripled to 15,000 and each deodorant restock had repeatedly sold out. She explained that Corcoran had given her a lot of advice to keep Curie going and products in stock, confirming the company had become profitable with $1.6 million in sales. She also noted while speaking to Bostonia in September 2022, "It's really changed the company. It's the gift that keeps on giving. Obviously, when it aired, we saw a huge increase in sales. But it has continued to have a positive effect on the company because it gives us that legitimacy."

As of October 2024, Curie is still in business with 16 employees and expanding. Sarah Moret shared in a March 2023 blog post that the brand amassed 80,000 customers, launched its loyalty Sniff Club, and sold out on QVC, all in one year. "This past year has been life-changing for myself, and Curie. Overall, the 'Shark Tank Bump' never slowed down, in the best way possible!" she wrote.

Much of that growth is due to Curie's partnerships. In July 2020, Anthropologie began selling Curie, and deals with Nordstrom, SoulCycle, and Equinox followed. Curie landed one of its biggest deals in August 2023 when it amassed $10 million in annual revenue. Walmart announced it would sell the Deodorant Stick, Deodorant and Body Spray, and Armpit Detox Mask online and in more than 4,000 stores. Curie then launched on Amazon in December 2023, with its storefront offering bundles including the three-pack Whole Body Deodorant And Body Spray in Grapefruit, two-pack Deodorant Sticks in Orange Neroli and White Tea, and Deodorant Stick in Coconut Nectar and Armpit Detox Mask.

Things haven't slowed down since then, as Curie has continued to expand its scents and products. In addition to Warm Vanilla, Peach Soleil, Coconut Nectar, White Tea, Orange Neroli, and Unscented, its signature Deodorant Stick is also available in the unisex fragrances Ocean Air and Santal Sage. Curie furthered its movement into the gender-neutral fragrance market in October 2024 when it launched Ocean Air and Santal Sage His & Her's Sticks, designed for everyone. In addition to the Curie deodorant spray and sticks, Curie's website also offers whipped soaps, body and hair oils, and hair fresheners, while Walmart stocks its Body Wash Bars. 

Though Curie began as a brand by women for women, Sarah Moret revealed in January 2024 that its audience had changed. "Initially, I was building Curie for women. Our first thousand customers were all women and over the last few years, especially with our partnership with Equinox, we have a large male customer base. I think we're about 40% male customers at this point," she explained on "Startup to Storefront." In addition to creating new products for a wider range of customers, Moret also has plans to get her stock, including the Curie deodorant spray, in more stores. "My goal is for 2024 is double our retail footprint, which would probably mean getting another big big-box retailer and then also launching some new fragrances," she said.

It's that determination that's made Moret someone to watch in the business world. The successful entrepreneur was featured on Inc's Female Founders 250 list of the most intriguing women entrepreneurs of 2024. Celebrating the acknowledgment on Instagram in April 2024, Moret confirmed she had no plans to rest on her laurels. "[We] will continue making bold moves to keep your everyday moments scentsational," she told customers. 

As Moret continues Curie's expansion, Barbara Corcoran will be by her side. The Shark is still involved in her investment, appearing in a video posted to Curie's Instagram in September 2024 promoting Curie's collaboration with Walmart.