Here's What Went Down With BootayBag After Shark Tank

We've seen it all on "Shark Tank," and after BootayBag pitched their business, we can say that we've watched an underwear subscription service get scooped up by the sharks. Entrepreneur Ellyette "Elly" Gheno appeared on Season 12, Episode 2 of the series to get some investment support for her subscription bra and panty line. Gheno shared that she started BootayBag with $300 after she talked about her negative experiences of looking through underwear sale bins at the mall. Gheno became convinced that there had to be a better way, and so she went ahead and did it. Gheno talked about her compelling social media presence with the sharks, too, explaining that she wasn't just about selling women affordable underwear; she was in the market to create a supportive community. The brand was created by women, for women, and Gheno explained that part of the proceeds went to support those in need. The sharks were all about it.

BootayBag isn't the only female-founded business that nabbed an investor on "Shark Tank." There have been success stories, like Tania Speaks Organic Skincare line, that got scooped up by none other than Mark Cuban. There's also the Ta-Ta Towel, which received the investor power of Lori Greiner. But Gheno got a very special shark; someone who was only on the show as a visiting guest. While BootayBag initially took off, as of 2025, the company appears to have vanished, and subscribers are left confused with lots of questions. 

Elly Gheno's appearance on "Shark Tank" was remarkable. Most people who go on the reality show are lucky to get one offer from a shark. By the end of her pitch, she was fielding offers from three of them! Gheno stood before the sharks requesting $500,000 in exchange for 5% of her company. Gheno's episode of "Shark Tank" was an extra special one because it featured guest shark Kendra Scott, of the eponymous jewelry brand. Gheno was well aware of who Scott was and very excited to see her amongst the panel.

Gheno explained how simple her origins were. She explained that once she got the idea to make an underwear subscription line in 2016, she had a website up in two days. The $300 start-up cash was all that she ever fundraised until she arrived on "Shark Tank." Plus, she had no debt. At the time of airing, BootayBag had done $15 million in lifetime sales, but they only netted 5%. Kevin O'Leary explained that successful retailers should be netting 15%.

Despite this, the sharks wanted in. Scott was the first to make Gheno a deal. She said she'd offer $500,000 for 10%. Barbara Corcoran jumped in too, but said she'd need 20% for $500,000. Suddenly Scott said that she and Corcoran could go in together at 20%. Then Mr. Wonderful jumped in, making an offer of $500,000 for 15%. After some hardcore negotiating, Scott went back on her solo offer and Gheno agreed to her deal at 10%.

Things skyrocketed after Elly Gheno's pitch on "Shark Tank," especially after such rave reviews by the sharks. Per Shark Tank Blog, it seems her deal with Kendra Scott did go through. After her episode, Gheno also had a happy change in her manufacturing situation. In the midst of her pitch with the sharks, Gheno lamented about her situation with her manufacturer, who sent her damaged products and didn't get her designs to her until eight to nine months later. As one can imagine, this was severely cutting into Gheno's profit margins. Shark Tank Blog noted that after Gheno paired with Scott, she was able to manufacture her own products. By spring 2019, BootayBag made it into a BuzzFeed article about the 30 coolest subscription boxes and garnered a sizable presence on YouTube. Influencers were soon posting videos unboxing their BootayBag packages; the YouTube page Alexandria & Daisy gave BootayBag rave reviews after unboxing its panties. 

Clearly, BootayBag saw a lot of success after "Shark Tank" and becoming affiliated with Scott. Things were moving along better than ever. However, things hit a serious wall in 2024, with subscribers starting to speak out online about poor quality. Then, in late 2024, customers complained about missing orders. By the end of 2024, it appears the brand vanished all together, leaving long-term buyers upset and confused.

What happened to BootayBag? It's one of the more unusual "Shark Tank" stories. While things initially went really well for the brand and founder Ellyette Gheno, as of January 2025, the business has vanished without a trace. In December 2024, TikTok user Kayla Jade created a video about her own experience with BootayBag. After being a customer for six years, Jade said that while she was still getting charged for her subscription, she did not receive her November or December orders. At the time of writing, BootayBag's website is no longer active, leaving nothing but a vacant link on Go Daddy Inc. The brand's Instagram page is also gone, and Jade was explaining that because there's no web trace, she can't even cancel her subscription. 

In September 2024, BootayBag added a new post on their Facebook page, and subscribers have left loads of comments there, since it's one of the last spaces for people to leave comments for the company. It's worth noting that no brand representative has responded in the comments. "Please just explain what happened. I've been subscribed for YEARS. This is so upsetting to those who have been loyal to the brand," someone wrote. People were understandably very upset. "So no replies to my emails, got a bounce that the customer support is no longer active, website is down, and your instagram is gone. I'm guessing y'all are out of business," another began. "Thanks for letting your subscribers know! Oh and thanks for taking my subscription money but never sending us the order." Yikes. 

As of 2025, loyal subscribers still want answers from founder Ellyette Gheno. However, it appears as though she's vanished, at least when it comes to BootayBag. While the brand's Instagram account and website are gone, Gheno does still have a private, personal Instagram account. According to Distractify, one of Gheno's last posts was from September 2024, where she shared that she got married in a tropical location. Since frustrated subscribers have no way of reaching her, some made mention of her wedding in comments on Facebook, claiming that they paid for it. "Stop stealing my money, not sending orders and ghosting all of us," someone began. "I was charged for Nov and Dec and didn't receive anything. Filed disputes with my bank. Went to ensure my subscription was canceled and yall disappeared off the internet? Some real good business model you go there. Shame on you Elly. Seriously. Hope your wedding in Hawaii was fun bc we funded it through you stealing from us." 

Gheno still remains active on her blog, Dear Little Me, with a post shared on January 1, 2025 about growth as her mindset for the new year. She shared that her goals were "pushing boundaries, overcoming the tough spots, and coming out stronger." Whether or not this means that customers will finally get answers remains to be seen. In November 2024, she had shared a post about burnout, so things were obviously taxing behind the scenes.

While there are actually health benefits to taking a break from underwear, a pair of knickers is sometimes necessary. And it was for these moments that a BootayBag subscription seemed like a good idea. Back when it was in business, the brand offered tiers of subscriptions, but prices increased since the business's early days. Their website used to list one pair of panties a month at $15. Two pairs of panties were $25. The single-pair subscription was called an "Undie Club 1 Pair Mystery," so customers didn't know exactly what cut or design they would receive.

Bra shopping is also a plight for many people, as several factors are at play when choosing the right bra. BootayBag offered another level of subscription that included a matching bra with panties. A lingerie set cost $44 a month, which offered a sexier look. Meanwhile, an essentials set, with a cozier bralette-style top and simpler underwear, was $36 a month. This set was geared toward lounging around the house as opposed to an amorous night.

For the record, before BootayBag reached "Shark Tank," members could get one pair of underwear for $10 or two for $15 every month. They could also add a bralette for $16. So prices increased after BootayBag became huge, and customers weren't thrilled. Customers also had the opportunity to choose between a thong for full-coverage underwear. After, thanks to the mystery component around the panties, they didn't have that choice.

Even before BootayBag vanished from the internet, reviewers were grumbling about the declining quality of the underwear. On Reddit under r/BeautyBoxes, users dished about being disappointed with BootayBag since it hit the big time. "Disappointed with the BootayBag rebrand," the October 2022 heading read, with the original poster complaining about a lack of style flexibility, the removal of the points system, and the price increase. They also claimed that panties from BootayBag were now more expensive than underwear from Victoria's Secret. Customers also expressed missing the personal touches the brand had when it was just starting out. "I feel like after they went on shark tank it started to slowly go down hill," one person wrote. "I feel like the quality wasn't as good. I remember I had canceled for a while and came back about a year ago and it arrived in a black bag that was clearly shipped from China inside the little envelope with their logo."

On Trustpilot, reviewers noted similar things. "Quality is now horrible, they are reselling aliexpress/SHEIN items for a 400% markup," one reviewer wrote in January 2024. The same went for Instagram feedback. Customers missed the old model. "I was a member from 2016-2022," one wrote. "I left when the prices went up and the concept changed. I was crushed." Clearly, things were falling apart behind the scenes, and customers noticed this first through the diminishing quality. "Shark Tank" is available for purchase on Prime Video.