Sock Candy Shark Tank Update

Sock Candy proved that fashion’s boldest statements start at your feet. When Mary Gui stepped into the Shark Tank in Season 16, she wasn't just pitching socks; she was presenting a vision to transform an often-overlooked accessory into a statement piece. Her company, Sock Candy, now stands as a prime example of how bold entrepreneurship can turn a personal passion into a thriving business.

Mary’s story is rooted in her journey as an immigrant and her transition from corporate marketing to fashion. She left her advertising job, launched a fashion blog, and soon realized her unique sock choices were resonating with followers, a detail that inspired Sock Candy’s launch. The brand’s appearance on Shark Tank highlighted its impressive sales, creative designs, and Mary’s ability to identify a gap in the market for affordable, stylish socks.

Barbara Corcoran recognized Mary’s sales skills and product vision, offering a deal and promising to leverage her connections to help get Sock Candy into Target. Today, Sock Candy’s success story continues, with the brand expanding into hundreds of boutiques and earning praise for its unique, fashion-forward socks.

The Founding Story and Entrepreneur

Mary Gui’s journey began as an immigrant from Beijing, raised by a single mother who encouraged her toward a stable career. After earning a marketing degree and working for five years in advertising, Mary realized her true passion was fashion. In 2016, she launched a blog to share her daily outfits, quickly noticing her followers loved her unique sock choices, a detail that sparked the idea for Sock Candy.

In August 2020, Mary launched Sock Candy to fill a gap in the hosiery market: affordable, high-quality socks with playful, elegant designs. She wanted to offer “funky yet elegant” socks that let people express themselves, without the high prices of designer brands.

The Shark Tank Pitch and Deal

On Season 16, Episode 16, Mary asked for $150,000 for 5% equity, valuing Sock Candy at $3 million. She showcased the brand’s signature sheer socks with bold embroidery and colors. At the time, Sock Candy had $1.2 million in sales over the previous year, with $826,000 year-to-date and a projected $300,000 net profit for 2024.

While several sharks bowed out, Kevin O’Leary offered $150,000 for 12.5%. Barbara Corcoran countered with $150,000 for 15% and a promise to help land a Target deal. Mary accepted Barbara’s revised offer of $150,000 for 10% equity. 

Barbara’s Strategic Investment

Barbara Corcoran recognized Mary’s impressive sales skills and the strong potential of the Sock Candy brand. She was particularly impressed by the company’s growth and straightforward product line. Barbara offered a deal and committed to leveraging her retail connections to help get Sock Candy into Target, further demonstrating her confidence in Mary and the business.

Lessons for Entrepreneurs

Sock Candy’s story offers key takeaways:

• Follow Your Passion, Validate the Market: Mary’s journey shows the value of pursuing what you love and testing demand through real customer feedback.
• Bootstrap for Control: Sock Candy was self-funded, letting Mary prove her model before seeking investment.
• Find and Fill Gaps: She created a new niche, affordable, stylish socks, rather than competing head-to-head with big brands.
• Leverage Your Story: Mary’s background as an influencer and immigrant resonated with both customers and investors.

Present Status and Outlook

After Shark Tank, Sock Candy saw rapid growth, launching special bundles and expanding to over 300 boutiques nationwide. Reviews praise the socks’ unique style and quality, with many customers returning for more.

Industry analysts estimate Sock Candy’s net worth at about $2.2 million in 2025, a strong leap from its Shark Tank valuation. With Barbara Corcoran’s support and a proven business model, Sock Candy is poised for further retail expansion, especially if the Target partnership materializes.

Mary Gui’s journey from marketing professional to million-dollar sock entrepreneur shows that with creativity, persistence, and a willingness to innovate, even the most traditional products can become something extraordinary.