Sometimes you come across a business idea that feels almost too human for the usual rules of the market. That’s the vibe you get from The Mad Optimist. Based in Bloomington, Indiana and started by friends Anthony Duncan, Mohamed A., and Mohamed M. Mahdi, the company isn’t just about clean skin. It’s about letting customers build their own bath and body products, and paying what they can. Every product is vegan, halal, cruelty-free, and comes with transparency about the ingredients. So, for folks who care about what goes into their soap, and who makes it, this was something new.
The founders weren’t just there to sell soap. They wanted to show that you could run a business ethically—without losing your sense of humor or empathy. Before *Shark Tank*, they’d already made a few waves with their sliding pay scale and commitment to social good.
The Pitch: Sliding Scale and Straight Talk on Shark Tank
When The Mad Optimist crew appeared on *Shark Tank*, they went in with a very clear ask: $60,000 for 10% equity. Their business model, though, raised eyebrows right away. Instead of fixed prices, they let buyers set their own price within a range. Some folks paid a little less, some a little more—sometimes enough to cover someone else who couldn’t.
In the tank, they explained the values behind this sliding scale. But Shark Tank is—after all—about numbers. The founders admitted they’d done about $97,000 in total sales in the eleven months since launch, with roughly $21,000 in bar soap. The sharks were mixed. Some, like Mark Cuban, saw the story and the mission. Others got stuck on the profit margins and the unorthodox “pay what you can” structure.
Lori Greiner and others complimented the heart behind the idea, but worried that the business model might eat away at long-term growth. It’s not every day you hear a founder say, “If someone needs it, we’d rather they have a bar of soap, period.”
How Mark Cuban Got on Board
At the table, Mark Cuban was the one who didn’t just see numbers. He saw the opportunity for impact, especially with the clear mission and the energy the trio brought. After a short back-and-forth, Cuban made them an offer: He’d put up the $60,000, but for 20% of the company.
The founders tried to negotiate down to 18% equity, but Cuban wouldn’t budge. “I’m Mark Cuban,” he said. The handshake on 20% settled it. It wasn’t everything the founders asked for, but it got the deal done—and put The Mad Optimist in front of millions of viewers.
Sales Explosion and a Big Charitable Move
Being on *Shark Tank* gets you attention, but nobody can really prepare for the tidal wave of interest that hits right after the episode airs. That’s what happened to The Mad Optimist. The night their episode was shown, they saw over $80,000 in sales, virtually overnight. For a small startup running out of Indiana, that number is wild.
Then, in a move that surprised even their supporters, the founders said the entire $80,000+ in post-episode sales would be donated to charity. They wanted to mark the Muslim holiday of Ashura by helping groups like refugees, homeless shelters, and LGBT organizations. For many people, this gesture was proof that the social mission wasn’t just for television. It was how they actually ran things.
Reactions online were loud and overwhelmingly supportive. Fans said the founders embodied what they wanted to see from brands—kindness, honesty, and a healthy dose of quirky fun. Many placed their first order simply because they “liked what these guys stood for.”
Order Backlogs and Learning to Scale Up
But with viral success comes real-world problems. Suddenly, The Mad Optimist had thousands of orders to fill, all while trying to keep a sliding-scale price system and a transparent, ethical supply chain. On top of that, this all happened just as COVID-19 hit and made all logistics even slower and trickier.
Production delays stacked up. Shipping took much longer than usual. Instead of hiding, the founders put out updates and posted regularly on social media about the status of orders. They said exactly where things stood, admitted to mistakes, and even showed their workspace and team trying to grind it out.
A lot of businesses would have struggled to keep customer trust during such slowdowns. But The Mad Optimist’s audience seemed to be more forgiving, maybe because they felt invested in the company’s journey. Long wait times didn’t destroy their reputation.
Staying True to the Mission and Growing Up as a Company
Since their Shark Tank appearance, The Mad Optimist has kept on with the custom, pay-what-you-can model. They kept refining things, adding new combinations of essential oils, scents, and bases to the product mix. If you visit their website today, you can still pick out exactly the ingredients you want—and many people do.
They’ve grown a lot as a business, but they still put the mission up front. Transparency, vegan ingredients, and a big focus on social good remain at the core.
Mark Cuban’s involvement isn’t in the headlines every day, but the founders have talked about his advice making a difference. Cuban gave them direction on scaling production and branding, especially as mainstream press and retailers started to pay more attention. It’s helped them get smarter about pricing and customer communication without losing the custom vibe that makes them unique.
It’s not all been smooth sailing. Supply chain hiccups, cost increases, and the realities of making a mission-driven company profitable still hang in the air. But the team hasn’t walked back their principles in the name of growth.
The Business Today: Balancing Ethics and Strategy
Right now, The Mad Optimist keeps serving a niche of customers who want control over what they use—whether they have dietary concerns, allergies, or just prefer vegan, kosher, or halal products. Their reviews tend to highlight quality, but also positive feelings about supporting a business with a conscience.
They rotate in limited edition products, collaborate with small charities, and keep up a personal connection via their social media and newsletters. It’s a tight community of fans, not just one-off customers, and many people stick around to see what the trio will do next.
The business still isn’t the largest player in soaps or personal care. But in a sea of lookalike brands, The Mad Optimist’s customizable approach and sliding pay scale stand out. The model isn’t for everyone, but for people tired of marketing noise, the honesty is refreshing.
They’ve done all this while keeping an open, almost conversational tone with their buyers. If there’s a delay or a production issue, they don’t hide it. Customers stick around partly because the answers don’t sound canned or rehearsed.
Mark Cuban hasn’t taken over the brand’s voice, but his backing gives them an extra layer of credibility—especially when talking to retailers or pitching to press. He’s acted less like a boss and more like a coach, giving strategic tips when needed but letting the founders steer the brand.
For those interested in founder-driven indie startups, The Mad Optimist falls into that sweet spot of companies doing things their own way. If you’re curious about how businesses mix ethical transparency with real growth, there’s more coverage and deeper business advice at Aureo Business.
What We Can Learn from The Mad Optimist’s Story
If you’re a business owner or just a curious consumer, the journey of The Mad Optimist offers a few takeaways. First, sticking to your values doesn’t mean you can’t adapt or take advice. The founders have adjusted their approach without losing their philosophy.
Second, customers care about corporate honesty more than perfect efficiency—at least for certain brands. If you keep people in the loop and treat them with respect, they’ll often stick it out through tough times.
Finally, the company shows you don’t have to pick between profit and purpose. Their model might not be for every entrepreneur, but they’ve proved you can carve out a space with a mission and still attract investment.
Where They Stand Now—And What’s Next
The Mad Optimist, with its trio of founders and one Shark, is still out there making customizable, socially conscious soap for a loyal audience. They’ve weathered logistical storms, public scrutiny, and all the learning curves that come from scaling something so personal.
They aren’t dominating big box stores, and that’s fine by them. For now, they’re focused on happy, engaged customers, quality products, and a clear belief that business can look a little bit different.
They keep working on what makes sense for their team and their community—one bar of soap (or bath bomb, or spray) at a time. That realness, more than any headline or Shark Tank boost, is what’s kept them moving forward.
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