Here's What Went Down With Gently Soap After Shark Tank

Kristen Dunning created Gently Soap after a life of dealing with eczema. As a child, her skin condition was so severe that she lost clumps of hair and her skin took on a scaly texture. Obviously a solution-driven person, Dunning found an effective and natural way to soothe her skin after experiencing painful reactions to standard soaps and body washes. She attended the University of Georgia, where she majored in agricultural communication and horticulture. Determined to create a soap that was as free as possible of irritants, Dunning launched Gently Soap in 2020, providing relief for others with sensitive skin.

Dunning then took her business to "Shark Tank" in 2023 seeking an investor for her blossoming company, and left very happy that she did. While we've never seen anything quite like Gently Soap on the ABC show, we have seen skincare brands pitch their ideas to the sharks. Saavy Naturals, a company made by two chefs, appeared on "Shark Tank," showcasing their soap made from food-grade materials. Then there was Curie, a company that made aluminum-free deodorant. And don't forget about Florida-based Nardo's Natural, a skincare line made of organic, natural ingredients. Nothing was quite as specific as Gently Soap, with its emphasis on skincare concerns like eczema and psoriasis. We're happy to report that Dunning and her brand are a bustling business today.

Kristen Dunning appeared on "Shark Tank" seeking a $75,000 investment for 10% of Gently Soap, explaining that she wanted a joyful and gentle bathing experience to ease the discomfort she experienced because of eczema. Her line of soaps that are free of essential oils and synthetic fragrances that still maintain their aromas from proprietary herbal infusions. The sharks were taken with Dunning's infectious energy and personal investment in her vision. 

Dunning's sales to date at the time of filming were $113,000, after she officially launched her brand in February 2021. What really blew the sharks away was when Dunning told them that her repeat customer order was at 78%. When people buy Gentle Soap, they want more of it! The brand was also profitable at that point, and each bar cost $2.38 to manufacture and package and sold for $11 per box or four for $40. On that particular episode, guest shark Candace Nelson joined the OG sharks. Nelson is a pastry chef who built an empire off of her cupcake brand, Sprinkles, and Gently Soap resonated with her, as it did Kevin O'Leary, and the two sharks got into a bidding war. Mr. Wonderful offered $75,000 for 10% and wanted a royalty of $1 per bar until he made back $500,000, then to reduce it to $0.20 in perpetuity. Nelson offered $75,000 for 30% and Dunning negotiated it down to 25% for the desired amount. They agreed on this. 

Anyone well immersed in "Shark Tank" knows that just because an investor and a founder agree to a deal on air does not mean that the deal actually goes through. Thankfully for both Kristen Dunning and Candace Nelson, the deal closed behind the scenes, and the two women are now working together on Gently Soap. We know this because Dunning speaks about her "Shark Tank" experience on Gently Soap's website. Dunning and Nelson also have a recurring presence on social media. On Gently Soap's Instagram in February 2024, Dunning posted about appearing on the podcast Claim Your Confidence with Nelson to talk about creating connections as entrepreneurs. Nelson boasts Gently Soap on TikTok, and the two seem to be, by all accounts, immersed in a happy business relationship. 

While speaking with the Terry College of Business of the University of Georgia, Dunning explained that her success on "Shark Tank" pushed her to think bigger. "I'm just so excited to continue to grow Gently," she said. "We're going to pitch to Target. We're going to pitch to Walmart. And none of that is guaranteed, but it's happening, and it is beyond what I thought I would be able to achieve at this point in the business." Clearly, it's big things for Dunning and Gently Soap. 

Kristen Dunning continues to spread the word about her solution-based Gently Soap. While her brand hasn't expanded dramatically to include new products, she has been working hard at getting Gently Soap out there. This is likely because her soap works for sensitive skin, so why complicate an effective brand with other products? Since then, it's been win after win. According to her website, in 2023, she was a finalist and award winner in Pharrell's Black Ambition initiative. She also won Aveeno's 2023 Skin Health Startup of the Year. She was also awarded the Techstars New Orleans award in 2023, as one of eleven leading startups. In March 2023, Dunning appeared on the BLK+GRN podcast. 

In December 2023, Dunning and Candace Nelson appeared on Good Day L.A. and dazzled audiences with their charisma. In January 2024, according to the brand's Instagram, Gently Soap got a shoutout in People Magazine's Best Beauty Products, as chosen by editors. Gently Soap is everywhere! 

Part of the reason for Kristen Dunning's epic success with Gently Soap is that she continues to do cool things with her followers online. In August 2024, she announced on Instagram that she was starting Gentle Conversations, a monthly feature where Dunning would talk with guests about entrepreneurship, agriculture, holistic health, and other topics so central to her brand. She's very skillful at keeping her online presence closely connected with the things that make Gently Soap different from other soaps out there. 

Genuine feedback has been another big reason for Dunning's success. On a YouTube video about her "Shark Tank" appearance, happy customers shared how they felt about Gently Soap. "I've had her soaps and love it! Such a deserving entrepreneur!" one fan wrote. Meanwhile, another person offered an idea. "Great product! If she could make a shaving cream with those same ingredients that would be awesome!" they wrote. Not a bad idea as Gently Soaps continues to grow and expand. We love to see a passionate entrepreneur thriving.