Aromatherapy Ring
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The Essence Aromatherapy Ring is a soft, medical-grade silicone ring infused with high-quality essential oils. Designed to sit comfortably at the base of your nose, it delivers a personal aromatherapy experience without drawing attention. Each ring provides up to five hours of scent and can be refreshed up to 30 times with additional essential oils.
Michael DeLeeuw conceived the idea for Essence during a business trip in 2017, where he endured unpleasant odors on a long flight. Recognizing the need for a discreet way to enjoy pleasant scents, he collaborated with his wife, Tamara DeLeeuw, and her brother, Judah Houser, to develop the Essence ring.
Essence, a nasal diffuser ring infused with essential oils, offers a discreet solution to unpleasant odors and stress. Entrepreneurs Judah Houser, Tamara and Mike Deleeuw sought $250,000 for 10% equity.
Judah, Tamara, and Mike secured a deal with Daymond John for $250,000 for 20% equity.
Daymond John |
Accepted offer of $250,000 for 20% equity |
Kevin O’Leary |
$250,000 for 10% equity and $0.50 royalty per unit sold in perpetuity |
Mark Cuban |
$250,000 for 20% equity |
Barbara Corcoran |
$250,000 for 25% equity |
Lori Greiner |
No offer |
In their Shark Tank pitch, the Essence team sought $250,000 for 10% equity. The product impressed the sharks with its simplicity and potential, leading to multiple offers. Ultimately, they accepted Daymond John’s offer of $250,000 for 20% equity.
Season and Episode |
Season 16, Episode 17 |
Air Date |
April 18, 2025 |
Entrepreneurs |
Judah Houser, Tamara and Mike Deleeuw |
Product |
Essence Aromatherapy Ring is a flexible, medical-grade silicone ring infused with essential oils, designed to sit discreetly at the base of the nose, providing a personal aromatherapy experience. |
Investment Sought |
$250,000 |
Equity Offered |
10% |
Valuation |
$2.5 million |
Initial Sales |
2024 Sales (Year-To-Date): $500,000. 2024 Sales (Projected): $700,000. 2023 Sales: $350,000. Retail Price: $4.99. Manufacturing Price: $0.27. |
Retail Plans |
Essence plans on into more online retail stores past just their website and increasing the scent options they have available. |
Final Deal |
Daymond John offered $250,000 for 20% equity, which was accepted. |
*After the filming of a Shark Tank episode, investments are subject to thorough audits and evaluations. During this time period, the terms of the investment can be altered or canceled by either party. As a result, the deals presented on the show may not always come to fruition for various reasons. This site does not guarantee the accuracy of any final investment figures.
Since appearing on Shark Tank, Essence has expanded its product line and distribution channels. They’ve partnered with over 175 spas and hotels, integrating the rings into wellness treatments and guest experiences. The company has also achieved significant sales growth, with revenues reaching $500,000 year-to-date at the time of their pitch.
The Essence Aromatherapy Ring exemplifies how a simple idea can address everyday challenges, offering a convenient way to enjoy the benefits of aromatherapy. Its success on Shark Tank and subsequent growth highlight the product’s appeal and effectiveness in enhancing personal well-being.
It’s a soft, medical-grade silicone ring infused with essential oils, worn at the base of the nose to provide personal aromatherapy and mask unpleasant odors.
Each ring offers up to five hours of scent and can be refreshed up to 30 times using additional essential oils.
Scents include lavender, lemon, peppermint, and custom blends like “Breathe Easy.”
They are available on the official Essence website, Amazon, and Etsy.
Yes, they received a $250,000 investment from Daymond John for 20% equity.
