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Shark Tank Spotlight
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ToughCutie is a brand that has garnered attention for its innovative approach to women’s outdoor gear, particularly through its high-quality merino wool socks designed specifically for women. Founded by Brittany Coleman, the company aims to address the unique needs of female outdoor enthusiasts. ToughCutie gained significant recognition after appearing on Season 16 of “Shark Tank,” where Coleman secured an investment from Barbara Corcoran.
Brittany Coleman’s journey to founding ToughCutie was driven by her firsthand experiences in the outdoor apparel industry. While working for outdoor clothing companies, she noticed that products marketed towards women were often merely downsized versions of men’s items, lacking consideration for women’s specific needs. This realization led her to create ToughCutie, a brand dedicated to producing outdoor gear that genuinely caters to women. The name “ToughCutie” embodies the duality of strength and femininity, challenging the notion that women must choose between the two.
In Season 16 of “Shark Tank,” Brittany Coleman pitched ToughCutie to the panel of investors, seeking $100,000 in exchange for 10% equity. During her pitch, Coleman highlighted the company’s mission, product features, and sales figures. She revealed that ToughCutie had achieved lifetime sales of $967,000, with $748,000 in 2023 alone. Despite these impressive numbers, the company faced challenges, including inventory shortages and a heavy reliance on retail partnerships, which impacted profitability.
Barbara Corcoran |
Accepted offer of $100,000 for 25% equity |
Mark Cuban |
No offer |
Lori Greiner |
No offer |
Kevin O’Leary |
No offer |
Jamie Lima |
No offer |
Season and Episode |
Season 16, Episode 9 |
Air Date |
January 24, 2025 |
Entrepreneurs |
Brittany Coleman |
Product |
ToughCutie is a brand specializing in premium merino wool socks designed specifically for women. |
Investment Sought |
$100,000 |
Equity Offered |
10% |
Valuation |
$1 million |
Initial Sales |
2024 (Year-to-Date): $210,000, with an expected year-end total between $300,000 and $350,000 |
Retail Plans |
95% of sales were through retail partnerships, notably with REI, while only 5% were from direct-to-consumer online channels. Plans on strengthening the direct-to-consumer segment to enhance brand awareness and improve inventory management. |
*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.
Following the “Shark Tank” appearance, ToughCutie experienced a surge in interest and sales. The company’s website traffic increased significantly, jumping from approximately 3,000 to over 10,000 visits after the episode aired. To capitalize on this momentum, ToughCutie introduced new product designs, including the No Planet B and Sasha the Fierce Bear Merino Wool Hiker Crew socks. Additionally, the company offered special promotions, such as a 10% discount on their flagship products, to attract new customers and reward existing ones.
ToughCutie also expanded its retail presence, with products available in over 71 stores nationwide, as well as through their official website and Amazon marketplace. The focus shifted towards enhancing direct-to-consumer sales and building a robust online community, aligning with the strategic advice provided by the Sharks during the show.
ToughCutie’s flagship products are its merino wool socks, designed with features that prioritize comfort, durability, and performance. Key attributes include:
These socks are available in various styles and designs, such as the Eve Ladies Light Weight Merino Wool Hiker and Sasha the Fierce Bear Merino Wool Hiker Crew, catering to different preferences and activities.
With the backing of Barbara Corcoran and the increased visibility from “Shark Tank,” ToughCutie is poised for continued growth. The company’s commitment to addressing the specific needs of women in the outdoor gear market positions it uniquely in the industry. By focusing on product innovation, expanding online presence, and fostering a community of loyal customers, ToughCutie aims to solidify its place as a leading brand for women’s outdoor apparel.
As of 2025, ToughCutie’s estimated net worth is approximately $1.33 million, reflecting the brand’s successful trajectory and the effective implementation of its strategic initiatives.
ToughCutie is a women’s outdoor brand specializing in premium merino wool socks designed for comfort, durability, and performance during outdoor activities.
Brittany Coleman founded ToughCutie to address the lack of outdoor gear specifically designed for women.
On Shark Tank Season 16, Episode 9, Brittany Coleman secured a $100,000 investment from Barbara Corcoran in exchange for 25% equity in ToughCutie.
Before appearing on Shark Tank, ToughCutie achieved $47,000 in sales in 2022 and $748,000 in 2023.
ToughCutie socks are available through their official website, Amazon, and in over 71 retail stores nationwide.
