Here's What Went Down With The Mad Optimist Soap And Bath Products After Shark Tank

As devout Muslims and vegans, Indiana natives Anthony Duncan and brothers Mohamed A. Mahdi and Mohamed M. Mahdi decided it was time for a change after discovering many traditional soaps were made using animal fats. They set up their own company to let customers create their own products — including bar soaps, which may be the body care product your routine is missing — containing only approved ingredients. "When you think of bar soap, you think, 'OK, let me go to the store and buy soap.' You don't really think, 'Is this bar soap perfect for me?'" Mohammed M. told IndyStar. "The customer typically has had to buy what someone else determined is good for them. Now, the customers have the ability to pick and choose exactly what they want in a product they use on a daily basis," he added.

But the business, initially founded in 2012 as Soapy Soap Company, had humble beginnings. The Mahdi brothers started making products in their kitchen before the company caught the attention of the branding firm LPK. The businesses joined forces and became The Mad Optimist. With the merger came big dreams, including expanding headcount. "We're looking for employees that share the same values as the business," Mohammed M. said. The entrepreneurs were also determined to break down stereotypes often associated with Islam. In a press release, Duncan shared (via WCPO), "We are all three Muslims and we wanted to flip the script on negative stereotypes around Islam with the way we've chosen to run our company." To do that, just like similar "Shark Tank" brand Gently Soap, they knew they wanted a shark onboard.

Duncan, Mohamed A., and Mohamed M. ran into the "Shark Tank" studio dressed as mad scientists. Their dramatic entrance caught Mark Cuban, Lori Greiner, Robert Herjavec, Kevin O'Leary, and guest shark Daniel Lubetzky's attention, softening the blow of offering 10% of The Mad Optimist for $60,000. They talked the businesspeople through their website, which allowed customers to choose their own ingredients, and explained they wanted funding to increase their marketing abilities. They also impressed the fivesome with their sliding pay scale, which allowed some customers to pay more to offset costs for those who couldn't afford higher prices.

But the tide turned when Duncan shared The Mad Optimist had been up and running for 11 months but only made a mediocre $21,000 in bar soap sales (part of $97,000 in total sales). O'Leary didn't hide his disapproval. "Why are you optimistic? You have no reason to be optimistic," Mr. Wonderful said. "...I tried to be optimistic. There is nothing here for an investor. And, also, your parents must be asking when you're going to wake up and get jobs," he jabbed, making it clear he wouldn't invest. Lubetzky declared himself out too, while Greiner also ditched the trio despite praising their personalities. Herjavec wasn't willing to part with his cash either. Although he liked the businessmen, he told them, "I could not hate your business more." Ouch.

The Mad Optimist team continued to argue on behalf of their business and pushed its niche, which impressed Mark Cuban. The entrepreneur shared where he thought The Mad Optimist could go next and even offered help — but he wanted 25%. The trio countered at 18%, and the group eventually settled on 20%, shaking hands in front of some shocked sharks.

After landing a deal on "Shark Tank," The Mad Optimist's founders saw a longer than usual wait for the episode to air. They recorded their pitch just before the COVID-19 outbreak and they appeared during the Season 11 finale. "It was kind of surreal. It seemed like it all happened in a whirlwind, then there's a lot of waiting afterward," Duncan told IndyStar. But when the episode hit the ABC airwaves, the businesspeople were thrilled with the response. The Mad Optimist wrote on X, formerly known as Twitter, "We're absolutely blown away by the outpouring of support for us and our mission."

The business's surge in sales coupled with the logistical difficulties of the pandemic caused a serious backlog, though. But like "Shark Tank" business SpiritHoods, it still saw success amid the outbreak. "We were overwhelmed with orders and have been working around the clock to execute. Ramping up production in the midst of COVID-19 was a challenge, and we apologize for the (sometimes long) delays some of you have experienced," the business wrote on Facebook in July 2020. The following month, The Mad Optimist confirmed on Instagram it had created a new order tracking system to help customers get a better idea of delivery time scales. But not everyone was thrilled with the lengthy order process. One customer commented on the post, "Five (5) months I'm waiting on my order. No email telling me anything other than "3-4 months" on delivery. I fully understand the challenges but I didn't think I'd have to wait almost half a year. How can that be acceptable to you?!"

Despite some teething problems following The Mad Optimist's "Shark Tank" appearance, the company weathered the storm and stayed in business. At the time of writing, The Mad Optimist's mission to offer custom soaps to the masses is still very much alive. The business sells various products via its website, offering everything from soap bars to sprays and balms. It also sells via Amazon, where customers can purchase items like the Fir-Ever Young Fir Needle Bar Soap for $10, the Chalet All Day Clove & Cedarwood Bath Soak for $14, or the Up And At 'Em Eucalyptus Spray Mist for $7.

The Mad Optimist also expanded into collaborations to keep things fresh. In 2024, it teamed up with the "Two Girls One Ghost" podcast to create spooky-looking lip balms for Halloween. Reviews picked up, too. Despite fans initially voicing disappointment over shipping times, The Mad Optimist mustered a 3.9 out of 5 Knoji rating.

The Mad Optimist is still focused on giving back, as Duncan, Mohamed A., and Mohamed M. expressed on "Shark Tank." In 2022, the business shared its Givember initiative, providing ideas on how to give back in November and December. "As a company, we work hard to navigate the world of marketing while adhering to the values outlined in our humanifesto," the company shared in a blog post. "This approach becomes extremely critical to us during the ever-expanding, intense season of marketing and consumerism: "The Holiday Season." We want to approach marketing with genuineness and sincerity, while also attracting like-minded individuals who want to shop with us to support and promote our mission."

Though Mohamed A. keeps a lower online profile, Duncan and Mohamed M. both still work full-time at The Mad Optimist at the time of writing. The company is still active on social media, too. Its most recent Instagram post from February 2025 encouraged customers to spread the love ahead of Valentine's Day by gifting The Mad Optimist gift cards. One of its biggest successes, though? The Mad Optimist, just like some of the most successful female entrepreneurs on "Shark Tank," proved not capturing the imagination of every shark doesn't mean a business can't go on to big success.