Here's What Went Down With Calm Strips After Shark Tank

Most of us have felt anxiety, which can hit at the most inconvenient moments. Michael Malkin and his business partner, Luce Fuller, hoped to help people who experience anxiety, a sometimes debilitating disorder with their Calm Strips. 

Prior to appearing on Season 13 of "Shark Tank," Malkin, who has struggled with anxiety for most of his life, told Oyster Pointer that a particularly hectic day at his job managing an Apple Store inspired him to create Calm Strips. It was then he realized that wrapping painter's tape around his finger could be a sensory tool to calm him down. "I was surprised at how helpful it was," Malkin said.

Malkin went on to create an alternative to painters tape that wouldn't leave a sticky residue or be as distracting as something like a fidget spinner or bracelet. "I thought to myself: I can't be the only person who needs something tactile that you can bring anywhere...something you can stick on your phone, laptop, or desk for moments when you need something to regulate restless energy," he wrote on Instagram. Each Calm Strip is about the size of a sticker and features a uniquely textured surface. Similar to other stress-relief objects, the tool is designed to provide tactile stimulation, that many believe promotes focus.

When Michael Malkin and Luce Fuller took their product to "Shark Tank," they asked for $250,000 for 10% equity, but it was a bit of an uphill battle for the pair. They showed the sharks a short animation of a man named Charlie having a rough day. When Charlie flipped over his phone, it showed a Calm Strip stuck to it, which he rubbed and began to feel better.

The sharks tried the Calm Strips for themselves, rubbing them with their fingers with intrigue. The sharks were blown away when the pair said they had already made $2.5 million in sales one year after launching. This was not enough for shark Daymond John, who dropped out because he didn't understand the concept of Calm Strips. Meanwhile, Mark Cuban decided to pass because he believed there would be scaling issues down the line.

It was up to Robert Herjavec, Lori Greiner, and Kevin O'Leary. Herjavec was the first one to take a bite offering $250,000 for 35% equity. Kevin O'Leary proposed $250,000 with no equity, but $2.50 per unit until he gets his money back, which is when it would decrease to $1 per unit. This caused Herjavec to revise his offer to $250,000 for $2.50 per unit until he gets his money back, then it would be $1.50 per unit until $750,000 was repaid. Herjavec would drop out after the pair showed hesitation, but they would convince him to make the deal.

Following their appearance on "Shark Tank" in January 2022, Michael Malkin and Luce Fuller were able to expand Calm Strips' offerings. This has enabled them to rake in an estimated $1 million in annual revenue. Calm Strips also created a Calm Breathing line, which includes palm-sized stickers to assist people with breathing techniques. Fuller told Mashable that the line "boosted Calm Strip sales and remail extremely popular."

Calm Strips is available in three textures: soft sand, patterned pebbles and extra bumpy river rocks. They can also stick to a variety of surfaces, including phones, computers, and water bottles. The strips are available in a lot of colors and patterns, as well as in variety packs that range from $15-30. They are sold in over 200 retailers nationwide and available in schools across the country, which includes K-college. Schools can make bulk orders on the brand's website. Customers can also customize their Calm Strips when they order.

At the time of writing, Calm Strips has over 74,000 followers on its Instagram page, which they regularly update. Many posts feature Malkin and Fuller showcasing their products, while others show costumers of all ages who have been enjoying the product. Other posts include sweepstakes and memes. It appears that swimming in shark infested waters worked out for the entrepreneurs.

Much of Calm Strips' success can be attributed to its thoughtful customer engagement. During an interview with Mashable, Malkin said that he initially thought he would aim the Calm Strips primarily toward adults like himself, but "post-launch feedback, particularly from the Autism community," allowed him to realize that this product would be an important tool for people of all ages.

Luce Fuller, who also has experience working for Apple, according to her LinkedIn, was a natural choice to help Malkin bring his vision to the masses. Fuller is a mother of five and one of her children is Autistic. She noted in her interview with Mashable that the goal was for the product to be "more of a tool than a toy," for the Autistic community. She told the publication that she felt a lot of mental health brands were "talking at people," so she and Malkin were intentional on listening to their customers, something she said they would continue to do.

This drive to help others has only strengthened the brand's reach. Since appearing on "Shark Tank," Calm Strips has collaborated with BeWellInSchool, a wellness advocacy group to release new strips. The company has also partnered with QueerWell, an online therapist network that connects LGBTQ+ adults with mental health support, to release a specialty line of its signature product called "My Best Life."