SWAG Essentials (short for Soaps, Washes, and Grooming Essentials), a men’s grooming and skincare business, is presented by Lydia Evans on Shark Tank episode 613.
After asking her brother, a master barber, Evans developed the product line about making a treatment that soothed ingrown hairs, razor burn, and pimples.
SWAG Essentials was founded in 2012 by Evans. She is a licensed medical aesthetician.
The SWAG Bar is the company’s flagship product; it is a glycerin-based soap that contains loofah sponges that wash, exfoliate, and disinfect the skin as you use it.
SwAG Essentials offers a variety of other products, including aftershaves, moisturizers, and foot balm. A lady’s cosmetic line is currently called La Bella Dolce, including scrubs, lotions, and bath oils.
The entire line of SWAG Essentials products is organic and natural. Customers can purchase products directly on the website or at one of the half-dozen stores in Houston. You can purchase individual items or put together a gift box.
Ms. Evans is likely looking for a Shark to help her expand her distribution. Will the Sharks make Lydia’s investment pitch, or will she be left on her own?
What Are SWAG Essentials?
S.W.A.G. Essentials (Soaps, Washes, and Grooming Essentials) is a men’s grooming innovation.
The S.W.A.G. bar is a three-in-one cleanser, exfoliator, and disinfectant for his skin’s surface.
Kevin O’Leary says she is developing a bar without lufa, a herb used by ancient Romans to exfoliate their skin.
SWAG Essentials (Soaps, Washes, and Grooming Essentials) makes a luffa soap originally developed to relieve razor burn and hair bumps.
It is wrapped in a secret formula soap with 63 natural ingredients that clean, exfoliate, and disinfect the skin.
SWAG Essentials soaps are suitable for all skin types and generate a refreshing lather ideal for shaving and washing, as well as helping to clear acne and lighten dark spots.
SWAG soap is also excellent for treating dandruff and psoriasis on the scalp, as well as calluses and athlete’s foot on feet.
|Company Name||SWAG Essentials|
|Product||Soaps, washing products, and grooming essentials|
|Investment Asking For||$125,000 for 20% equity in SWAG Essentials|
|Final Deal||No Deal|
|Episode||Season 6 Episode 11|
|Business Status||In Business|
Who Is The Founder Of SWAG Essentials?
Lydia Evans is the founder of SWAG Essentials, a skincare company (SW&G stands for Soaps, Washes, and Grooming). SWAG was pitched in 2014 on Shark Tank.
Although she didn’t receive a deal, her episode aired three weeks before Christmas, and orders for her SWAG Bar flooded in. It’s a soap that washes, exfoliates, and disinfects.
It claims to aid in eliminating razor bumps and ingrown hairs and the lightening dark spots.
SWAG Essentials Before Shark Tank
S.W.A.G. Essentials was founded in 2012 by Lydia Evans in her kitchen. Soaps, washes, and grooming basics are products that belong in this category.
Lydia is a professional aesthetician who has taken up the craft of soap making. The licensed medical aesthetician and product development specialist had already established herself as a successful businesswoman.
Her area of expertise was to deal with skincare issues and sensitivities. Aside from ethnic skin types, she studied skin conditions like psoriasis, eczema, and ingrown hairs.
When she was in her teens, her barber brother urged her to develop a solution to treat razor burn and ingrown hairs caused by shaving. She felt confident in her abilities due to her specialties.
Lydia spent months perfecting the product. She developed the perfect facial soap through trial and error.
The invention, dubbed the S.W.A.G. Bar, is a proprietary three-in-one design. It contains a scrub, a disinfecting wash, and soap.
This is the product she approached the sharks, but it is not their only offering. Additionally, S.W.A.G. Essentials sells moisturizers, after-shave products, lotions, and a foot balm.
All of these products are primarily aimed at men. However, S.W.A.G Essentials has recently launched a new product line for women called La Bella Dulce.
How Was The Shark Tank Pitch Of SWAG Essentials?
Lydia appeared on Shark Tank demanding an investment of $125,000 for a 20% stake in SWAG Essentials. She discusses her origins and the tale behind her product.
Sharks laugh as she distributes samples and makes them laugh. She distributes bars with a loofah in them.
It raises Robert’s curiosity, but she’s adamant about not disclosing its contents.
She has sold products worth $54K so far, and 75% of that revenue comes from the internet. While she earns a profit on the sale of the good, she manufactures it herself.
The Shark’s investment is necessary to gain warehouse space to manufacture merchandise on a large scale.
Robert claims he does not know what soap is and has exited.
In Kevin’s opinion, it’s only a hobby at this point, so he withdraws.
Lori admits that she loves innovation, but she can only support one product at the moment.
As Mark wonders why she hasn’t sold more, he concludes that it must be too much work and leaves.
Daymond claims that Lydia understands the business better than he does; he believes he can’t help and leaves.
The Sharks, however, enjoy the product as a whole.
What Happened To SWAG Essentials After Shark Tank?
The Shark Tank show did not result in a deal for Lydia. However, that does not mean she was unsuccessful during that time.
Lydia’s customer list had grown from hundreds to thousands since the episode aired in early December 2014.
A major contributing factor to the show’s success was that it aired so close to Christmas.
Lydia’s SWAG bars can be purchased for more than $3 cheaper on Amazon with free Prime shipping than they were listed on Shark Tank.
She must no longer be interested in the patent since the promotional photos do not state “Patent Pending.”. You can find these bars, as well as the rest of their product line, on their website.
The same company also markets a S.W.A.G. Bar for ladies called the Gyngerella bar. Their social media channels are active, with new content being posted daily.
While Forbes covered Marie Claire, a popular women’s magazine, S.W.A.G. Bar, wrote an article about the female counterpart.
The S.W.A.G. Bar has attracted many celebrities in the past! It was included in the 2015 Academy Awards gift bags. Pretty impressive for a product not backed by the Sharks.
A S.W.A.G. Essentials website mentions that she was called back to the Tank to receive an update. She may have scaled her business to the point that the Sharks will invest in her product.
SWAG Essentials Shark Tank Update
Lydia’s business flourished despite not selling anything – so much so that her story was featured in season 7, episode 704.
Lydia is at home in the update segment. She claims that she had a “crash course” in business following Shark Tank.
She essentially echoed many of the points she made in her update interview with Shark Tank Blog: She built a production facility and redesigned her website.
Since her debut, she has sold over $340,000 and considered large box retailers.
She has practically grown her business from a kitchen table to a legitimate enterprise. She concludes her essay by saying, “Call me, Daymond!”
The company grew from a two-bedroom apartment to a three-story building in 2017.
New goods such as face wipes and under-eye masks have been included. Those interested in entering the soap industry can use Lydia’s private label service.
The company is still operating as of February 2022, with yearly revenue of $2 million.
Is SWAG Essentials Still In Business?
A SWAG Bar is also said to help treat calluses and athlete’s foot on the feet; dandruff, and psoriasis on the scalp; and after clippers have been used on the back of the neck.
SWAG Bar is also available at Evans’ retail location in Stafford, Texas, outside Houston.
After Lydia’s Shark Tank pitch, she returned home dejected, but the Shark Tank effect soon swept her away.
S.W.A.G. Basics She had numerous wholesale inquiries and had her goods available in multiple locations.
Lydia has also included S.W.A.G. Essentials for women. Soaps, Washes, and Grooming Essentials have expanded to include a complete line of goods for men and women.
The products are attractively packed, and she has an excellent website to advertise them.