From Eczema Struggles to $1.2M Sales: Kristen Dunning's Gently Soap on Shark Tank

Roots in Agriculture and Personal Struggle

• 🌱 Kristen Dunning, founder of Gently Soap, comes from a legacy of five generations of Black Alabama farmers, a heritage that deeply influences her brand's ethos.
• 💡 Her personal battle with eczema, particularly on her neck and scalp, fueled her research into plant-derived botanical products.
• 🎓 She pursued agricultural science degrees, focusing on horticulture and medicinal plants, driven by a desire to find effective, skin-safe solutions.

The Genesis of Gently Soap

• 🧼 The idea for Gently Soap was born from a desire to transform the painful experience of bathing with irritable skin into a joyful one.
• 🔬 While in college, Kristen's research in greenhouses led her to explore the phytochemistry and plant chemistry behind herbal infusions.
• 🏡 During quarantine, she began relearning soap-making, using dried botanicals from her university research, and initially shared her creations on social media.
• 🚀 In October 2020, she launched her Shopify store, which sold out within hours, highlighting an immediate demand for her products.

Building a Brand for Sensitive Skin

• 🎯 Gently Soap's core value proposition is providing an eczema-friendly bathing experience that is joyful and inclusive, not just about healing or prevention.
• 🚫 The products are formulated without synthetic fragrances or essential oils, which are common triggers for sensitive skin.
• 💬 Kristen emphasizes the importance of community and conversation, actively welcoming feedback to improve products and meet customer needs.
• ✨ While initially designed for sensitive skin, the products have found broader appeal, with many customers without specific skin conditions finding them to be a better choice overall.

Growth, Investment, and Shark Tank

• 📈 Kristen's sales trajectory shows significant growth: $5,400 in 2020, $30,000 in 2021, $112,000 in 2022, and approximately $300,000 in 2023.
• 🏆 She secured over $300,000 in collegiate pitch competition funding and grants, including from Black Ambition and Aveeno.
• 🦈 In September 2023, Kristen appeared on Shark Tank, securing an investment from Candace Nelson, which she attributes to her energy and the brand's strong repeat customer rate (78%).
• 🚀 The company is on track to achieve $1.2 million in sales this year, transitioning from a side hustle to a full-time venture.

Business Acumen and Marketing Strategy

• 🎓 Kristen earned an MBA to gain business knowledge, stating, "I knew everything about plants and nothing about business."
• 💻 Marketing efforts evolved from word-of-mouth to digital strategies, including Google Ads and Amazon Ads, with a website redesign preceding the Shark Tank episode.
• 💰 High profit margins, with bar soaps priced at $11, allow for investment in customer experience, US growers, and manufacturers.
• 🤝 The team consists of fewer than 10 people, with a focus on utilizing independent contractors for specialized roles like marketing and website development.

Entrepreneurial Wisdom

• 💡 Kristen advises aspiring entrepreneurs to answer their "what ifs" to avoid future regret, emphasizing that the act of trying and learning is valuable regardless of the outcome.
• 💰 She highlights the importance of seeking grants and funding opportunities, calling free money the "best way to grow."
• 🌟 Key resources include pitch competitions, accelerators like Techstars, and networking with other entrepreneurs, such as Nico Greco of Thirteen Lune.