Pocket Panty Shark Tank Update
Sometimes a Shark Tank “no” is just the start of a bigger yes.
Sometimes a Shark Tank "no" is just the start of a bigger yes. The Pocket Panty emerged from a relatable problem faced by many women and became a mission-driven business that addresses dignity and hygiene access. Despite leaving Shark Tank without a deal, founder Ashlee Turner transformed her rejection into a growing social impact venture that offers valuable lessons for aspiring entrepreneurs.
The Founding Story and Founder's Background
Ashlee L. Turner's entrepreneurial journey began long before The Pocket Panty was conceived. In 2006, she opened Sweet Sugar, a candy lounge on the prestigious Melrose Strip in Los Angeles, California. The business thrived, catering to celebrity parties, baby showers, and awards shows, even earning a feature in Los Angeles Magazine. However, success was short-lived when ongoing building and construction issues forced her to close the doors.
After Sweet Sugar's closure, Turner transitioned to a successful career in sales, consistently ranking among the top performers in every position she held. Despite her professional success, she harbored a persistent sense of unfulfillment and dreamed of returning to entrepreneurship.
The inspiration for The Pocket Panty came from Turner's own daily challenges. She frequently found herself wanting to freshen up after running errands or following a midday workout before heading to happy hour, but didn't want the hassle of going home to change her underwear. Existing options were either uncomfortable or too fancy for everyday use, prompting her to design her own solution.
Turner launched The Pocket Panty in September 2021, creating individually wrapped, reusable emergency underwear that women could discreetly carry in their purses. The product comes in one-size-fits-most (with plans for plus-size options) and features biodegradable, smell-proof packaging that doubles as storage for soiled underwear.
The Shark Tank Pitch and Ask
Turner appeared on Shark Tank Season 15, Episode 9, which aired in December 2023. She entered the Tank seeking $80,000 for 10% equity, valuing her company at $800,000. Her pitch was memorable and humorous, asking the Sharks if unwanted flow had ever "left a Picasso in your panties" or if they'd ever had to walk around with a "leaky Tiki."
At the time of filming, Turner had launched in late 2021 and achieved $8,000 in sales by the end of that year, with lifetime sales reaching $60,000. Her production costs were $2.24 per unit, which she wholesaled for $5 and retailed for $10. She sold primarily online and through boutiques and all-girl private schools.
The Sharks' Concerns and Decision
Despite the Sharks acknowledging the quality of the product, Lori Greiner noted that the underwear feels and stretches like a major brand, but none of the investors made an offer. The panel discussed several concerns during the pitch.
Mark Cuban focused on the challenge of selling The Pocket Panty as an impulse buy and pointed out that the business lacked a strong social media presence, which he believed was essential for educating customers and driving sales online. Robert Herjavec praised Ashlee Turner’s energy and entrepreneurial spirit, but ultimately felt that the company’s sales numbers did not match her potential, leading him to pass on the opportunity.
Lori Greiner questioned the overall market demand for emergency underwear and felt that another Shark might be a better fit for the business. Kevin O’Leary commented on the $10 retail price, expressing that it was too high for this type of product. Emma Grede, the final Shark to consider investing, suggested that a lower price point and a stronger push to educate American women about the product’s usefulness were needed, but she also decided not to invest.
What Entrepreneurs Can Learn
Turner's Shark Tank experience offers several valuable lessons for entrepreneurs:
- Digital Presence is Non-Negotiable: One of the biggest weaknesses identified was the lack of social media presence. In today's market, entrepreneurs must embrace digital marketing channels, even if they're outside their comfort zone.
- Market Education Takes Time: Mark Cuban pointed out that emergency underwear isn't an impulse purchase. Products that are new or unconventional require significant customer education and awareness-building before consistent sales can be expected.
- Pricing Strategy Matters: Multiple Sharks questioned the $10 price point. Entrepreneurs should thoroughly research competitor pricing and consider how customers perceive value in their target market.
- Sales Traction is Crucial: After two years in business, $60,000 in lifetime sales raised concerns among the Sharks. Demonstrable growth and momentum are important when seeking investment.
- Pivot Based on Customer Feedback: Turner's journey after Shark Tank illustrates the importance of listening to customers and evolving your mission or product based on their needs and feedback.
Current Status and Growth
Despite leaving without a deal, The Pocket Panty has experienced significant growth and evolution. Following the show's airing, Turner received an influx of customer feedback that transformed her understanding of the market. Women shared deeply personal stories about medical conditions, incontinence, irregular periods, and other situations where emergency underwear could restore dignity and confidence.
This feedback prompted Turner to pivot from a convenience product to a social impact mission. The company now partners with schools, shelters, correctional facilities, and non-profit organizations to address poverty and hygiene access issues. Through The Pocket Panty Project, Turner provides feminine products to underserved communities, particularly focusing on women of color who face compounded challenges.
The company has established a strong social media presence across Instagram, TikTok, and Twitter, addressing the major concern raised by the Sharks. Turner has also expanded the product line to include hair bonnets and 5-packs of emergency underwear, while maintaining the core $10 retail price point.
Turner's journey demonstrates that Shark Tank rejection doesn't mean business failure. By addressing the Sharks' concerns, listening to customers, and staying true to her mission of empowering women, she has built a thriving business that creates both profit and purpose. Her story shows that sometimes the best investment comes from believing in yourself and your vision, even when others don't.
