Here's What Went Down With Sugardoh Hair Removal After Shark Tank
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Aaliyah Marandiz was on a mission to find a solution to a hair-raising issue when she began experimenting with sugar paste formulas for hair removal in 2016. The entrepreneur experimented with varying combinations of sugar, lemon and water before she finally found the right formula and created Sugardoh in 2020.
@sugardoh from viral creator to business owner — we love it when that happens 🍯🥹 #podcast #viralvideo #entrepreneur @whatupdoh_podcast
The Santa Clara University graduate calls herself a girl with very sensitive skin. She added that she was inspired to create her own paste when she found out sugaring was used as a method for hair removal in Egypt. Speaking to Canvas Rebel in 2022, Marandiz remarked, "Since hair removal is often a repeated routine, we were moved to make it one of the most sustainable, eco-friendly options on the market." Thanks in part to a viral TikTok video, Sugardoh wax became an instant internet sensation, with Marandiz noting that she received over 450 Shopify notifications the day after sharing it. Despite this success, the business owner knew if she wanted to expand her market even further, she would need the help of an investor.
What happened to Sugardoh on 'Shark Tank'
Aaliyah Marandiz presented Sugardoh on season 16 of "Shark Tank," with the hopes of getting $500,000 for 10% equity in the company. Marandiz aim was to use the funds to pay down her debt, increase inventory, and strengthen her market position. During her presentation, she used the hair remover on a model with six-pack abs and a slightly hairy chest. Kendra Scott, who was a guest shark, had the honor of pulling the cloth strip and her jaw dropped when she saw how much hair came off. The male model was impressed as well. Marandiz also highlighted how sugar wax comes with many benefits, including being less painful than waxing; making it a high demand product.
Despite Sugardoh's great pitch, the sharks seemed perplexed by the industry of at-home hair removal. Mark Cuban bowed out because he said he didn't understand Sugardoh or its industry. Meanwhile, Kevin O'Leary said he might have taken a bite if there was a lower asking price. He noted the valuation was too high.
Sugardoh wasn't always sweet
Like many new businesses, Sugardoh struggled to make a profit. According to "Shark Tank" blog, the brand made $50,000 in its first year, but with some luck, a viral TikTok in 2021 skyrocketed the sales to $2.6 million. By the end of 2022, sales slightly increased to $5.6 million, but struggled to be profitable. In 2022, Sugardoh had been operating on a 7% loss, which according to "Shark Tank," represented nearly half a million dollars.
Aaliyah Marandiz and her husband had to invest $400,000 of their own money to keep the business afloat by the time they made their appearance on the show. These financial woes led shark Kendra Scott, who was so impressed by the product, to bow out. So Marandiz left "Shark Tank" without securing a deal.
Prior to landing a spot on "Shark Tank," Sugardoh had been featured on "Bet On Black," a reality show competition on Revolt TV in collaboration with Target. Marandiz shared photos of her experience on the show on Sugardoh's Instagram. This show focuses on Black entrepreneurs as they share their ideas in hopes of winning $200,000 where Target seeks no equity or state in the business. Sugardoh placed third securing $5,000 with "Bet on Black" Judge Pinky Cole having concerns about the revenue, but told Marandiz that she was confident that she would become a "billion-dollar company."
Is Sugardoh still in business?
Despite not landing a deal on "Shark Tank," Aaliyah Marandiz and Sugardoh appear to be going strong as the business went on to become a multimillion dollar company. In 2024, Marandiz made Forbes' coveted 30-Under-30 list for retail and ecommerce. As of 2025, Sugardoh Original Wax is available for purchase on Amazon and at Ulta stores nationwide. It even earned the title of Ulta's Black-owned brand of the year in 2024. Sugardoh has also appeared at Urban Outfitters stores.
Sugardoh offers a variety of starter kits that range from $38 to $98, while a small single unit can go for $20 and a large single unit costs $40. Additionally, the company sells pre and post-hair removal care products. Customers can also purchase tools, including an applicator, reusable cloth strips and face applicator. The Sugardoh website offers a fun quiz for consumers to help them find the right products to fit their needs and hair type.
At the time of writing, the brand is active on social media with over 70k followers on Instagram at the time of writing. Sugardoh's profile posts bright, fun, diverse and body positive photos. And Marandiz proudly shares photos of her husband, who she said helps with the business full-time, along with their two kids.