Bare EASE Shark Tank Update: Why This Doctor-Backed Product Vanished After the Pitch

When Dr. Edna Ma walked into the Shark Tank, she wasn’t just another hopeful entrepreneur. She was a board-certified anesthesiologist, a parent, and even a former Survivor: South Pacific contestant. With her product, Bare EASE, she aimed to solve a real and relatable problem: the pain many people experience during bikini waxing.

The idea was clever, simple, and medically backed, a numbing kit designed to reduce discomfort during hair removal, especially in sensitive areas. So why did all five Sharks pass? And more importantly, what happened to BareEASE after the show?

Let’s explore the full journey from the pitch that impressed but didn’t convert, to what we now know about the company’s fate.

BareEASE Net Worth (2025 Estimate)

As of 2025, BareEASE is no longer in operation, and its net worth is effectively $0. But to understand how it got here, we need to look at the numbers and business trajectory.

Here’s what we know:

• Pre-Shark Tank Sales (2012): $45,000
• Projected Sales (2013): $65,000
• Retail Price per Kit: $18
• Production Cost: $2.82 per unit
• Sales Post-Show (Estimated 2014–2018): $80,000–$100,000 per year

BareEASE likely brought in around $400,000–$450,000 in total revenue from 2014–2018. Despite the moderate growth and online traction, the company didn’t scale into a profitable or long-term venture.

There’s no evidence of outside funding, acquisition, or major licensing deals. By 2019, the company had quietly shut down all operations. Its website went offline, products were pulled from Amazon and retail platforms, and no formal press release was issued.
With no active sales or business assets, Bare EASE’s value today is null though its impact still resonates with Shark Tank fans and startup founders.

The Shark Tank Pitch That Looked Promising-But Didn’t Close

In Season 5, Episode 5 (October 18, 2013), Dr. Edna Ma appeared on Shark Tank asking for $50,000 in exchange for 20% equity, placing a $250,000 valuation on BareEASE.

Her pitch was grounded in real experience. As a healthcare professional and consumer herself, she understood the pain of waxing and knew how lidocaine works to numb the skin. So, she created a product that merged clinical know-how with everyday self-care.

BareEASE wasn’t just another cream, it came with disposable underwear, holding the lidocaine cream in place for maximum effectiveness and comfort. This detail stood out, especially because the product was designed with privacy and ease of use in mind.

The Sharks appreciated the product, but the conversation quickly turned.

• Mark Cuban and Kevin O’Leary questioned how scalable the business was.
• Barbara Corcoran and Robert Herjavec expressed concern about Dr. Edna’s ability to commit full-time.
• Lori Greiner didn’t see how it could fit into her retail network.

Despite her professional background and passion, Dr. Edna left the tank without a deal.

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What Happened After Shark Tank?

Even though no deal was made, BareEASE got a boost from the “Shark Tank Effect.” As millions of viewers watched the pitch, the product received:

• Positive Amazon reviews
• Praise from beauty bloggers and skincare communities
• Media features in niche health and grooming sites

Dr. Edna also worked with a third-party logistics provider to handle warehousing, customer service, and fulfillment. This allowed her to continue practicing medicine while keeping BareEASE running in the background.

For a while, it worked. But without fresh marketing, new funding, or retail partnerships, the momentum slowed.

So… What Went Wrong?

BareEASE had a strong foundation, it solved a real issue with a practical, user-friendly product. Yet, a few important challenges held it back:

• Time and Focus
  Dr. Edna continued her full-time job in medicine, making it difficult to grow the company hands-on. Shark Tank investors often want founders who can fully commit to scaling a brand.
• Limited Reach
  Most sales happened online. While the website and Amazon listings worked initially, BareEASE never made it into large chain stores or beauty retailers.
• Competitive Market
  The numbing cream space is crowded. Products with similar ingredients are available over-the-counter and through cosmetic suppliers, often at lower prices or with stronger branding.
• Regulatory Risks
  Lidocaine is safe in small doses, but it’s still a regulated substance. Marketing a medical-adjacent product brings legal and labeling challenges that many small brands struggle to manage long-term.
• Evolving Digital Marketing
  From 2013 to 2019, social commerce shifted dramatically. Brands that succeeded leaned heavily on influencers and video-based content. Bare EASE’s marketing strategy didn’t keep up.

Where Is Dr. Edna Ma Now?

Since the BareEASE chapter closed, Dr. Edna Ma has remained active in the medical field. She continues practicing as a board-certified anesthesiologist in Los Angeles and is respected for her clinical expertise.

In addition to medicine, she’s also become a children’s author, creating bilingual books inspired by her son and her heritage. Her work reflects a passion for education, culture, and empowerment a continuation of her mission to help people feel more confident and cared for.

She hasn’t returned to product entrepreneurship, but she remains an inspiring figure for healthcare professionals with creative ambitions.

Lessons from the Rise and Fall of BareEASE

For fans of Shark Tank, BareEASE is more than just another pitch. It’s a reminder of what makes and breaks, a product-based business.

Key Lessons:

• Solve real problems but make sure your solution is accessible and scalable.
• Commit fully or build a team that can side hustles need structure too.
• Market your product like your business depends on it because it does.
• Adapt quickly. What works one year might not be enough the next.
• Take advantage of visibility. Shark Tank opened a door, but it still had to be walked through.

While BareEASE didn’t last, it did serve a real need and left behind valuable lessons.

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Final Thoughts

So, what is BareEASE’s net worth today? Technically, it’s zero. But its story filled with passion, creativity, and risk still carries meaning.

Dr. Edna Ma brought a professional solution to a personal problem, stepped onto a national stage, and took a shot at entrepreneurship. That journey, whether it led to millions or not, deserves respect.

For anyone building a business today, Bare EASE’s journey is a powerful reminder: ideas matter, but execution, timing, and dedication matter even more.

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