Brittany Coleman wanted to start her own women’s brand, so she left her $401K salary corporate job in an outdoor apparel company to found ToughCutie, an outdoor adventure sock brand. ToughCutie sells premium, soft, and comfortable socks made from Merino wool, specially designed for women.
These socks come in different styles, colors, and designs, ensuring a comfortable fit for every woman. The best part is that they are durable and help manage moisture. The price ranges from $20 to $24.
She came to Shark Tank and asked for $100,000 in exchange for 10% equity at a $1 million valuation. Brittany convinced Barbara Corcoran to invest $100,000 in her business for 25% equity.
| Company Name | ToughCutie | |
| Founder | Brittany Coleman | |
| Founded | Jan 2020 | |
| Product | Premium Socks | |
| Asked For | $100k for 10% equity | |
| Final Deal | $100k for 25% equity | |
| Shark | Barbara Corcoran | |
| Episode (Shark Tank USA) | S16 E9 | |
| Air Date | Jan 24th, 2025 | |
| Business Status | In Business | |
| Website | Visit Website | |
| Headquarters | Austin, Texas, USA | |
| Lifetime Worth (Sales) | $1.5M *estimated | |
| Buy and Watch | Buy Now | Amazon Prime |
Merino Wool Socks for Women
- Adventure Friendly
- Arch support
- Breathable merino wool
Who Is The Founder Of ToughCutie?
Brittany Coleman is the Founder and CEO of ToughCutie, a socks brand she launched in January 2020 in the Austin, Texas metropolitan area.
Before starting her business, she worked as an Applications Analyst at the American multinational clothing company Hanesbrands Inc. and spent three years as a Product Manager at the socks and legwear brand Royce Too, LLC.
How Was The Shark Tank Pitch Of ToughCutie?
Brittany pitched her premium socks business to the Sharks, asking for $100,000 in exchange for 10% equity. She shared her business journey and explained what makes her brand unique and more effective compared to other socks in the market.
She revealed that her brand won the award for “Most Comfortable Hiking Socks” in 2023-24. She also shared that the business officially launched in 2022, and total lifetime sales have reached $967,000. Breaking it down:
- 2022: $47,000 in sales
- 2023: $748,000 in sales
- 2024 (so far): $210,000, with an expected year-end total of $350,000
Despite the $748,000 in sales in 2023, the shocking part was that net revenue was only $6,000. She explained that the drop in 2024 sales was due to inventory shortages.
She also shared that the production cost for a pair of socks is around $6.85 – $7, and they are sold at retail for $24. Additionally, 95% of sales come from retail stores, while only 5% are from the online website.
Kevin O’Leary was not comfortable investing after hearing the business’s sales data, so he is out.
Lori Greiner said she wasn’t interested in the socks business, so she backed out. Mark Cuban suggested Brittany focus on building an online store and a community instead of retail stores, but he is also out for now.
Jamie Kern Lima felt the socks industry is a small niche market, so she decided to back out too. Brittany’s last hope was Barbara Corcoran, who offered $100,000 for 25% equity.
Brittany tried to negotiate, but Barbara wasn’t flexible on the terms. In the end, Brittany had to accept the offer.
Breakdown Sharks Offer
Note: Here’s a quick summary of the offers and counteroffers between the Sharks and Brittany:
| Sharks | Offers |
| Kevin O’Leary | No Offer |
| Barbara Corcoran | $100k for 25% equity |
| Mark Cuban | No Offer |
| Lori Greiner | No Offer |
| Jamie Kern Lima | No Offer |
| Founder’s (Countered) | No Counter |
| Final Deals | $100k for 25% equity |
ToughCutie Shark Tank Update
After the brand secured a deal on Shark Tank, it was clear that the brand would receive a lot of sales orders from both its official website and Amazon. When we analyzed the brand’s website, we found that in January 2025, the website had an estimated 14,000+ visitors. If 20% of these visitors (2,800 people) purchased socks at an average price of $22, the total sales would have reached $61,600.
ToughCutie socks are available in over 71 retail stores nationwide and are also sold on the company’s official website and the Amazon marketplace. Following the Sharks’ suggestions, Brittany will need to focus on online advertising and building a community to increase sales.
What Is ToughCutie Net Worth?
As of 2025, ToughCutie’s estimated net worth is $1.33 million, and Brittany currently owns 80% of the company. We are tracking the progress of her business for more information.
