When Wendy Colson stepped onto the Shark Tank stage in 2018, she wasn’t just pitching a product, she was sharing a problem deeply familiar to many new moms.
As a NICU nurse and lactation consultant, Wendy had seen firsthand how difficult it was for mothers to boost their milk supply using inconvenient teas and pills. Her solution? A tasty, on-the go lactation bar packed with natural herbs, Boobie Bar.
Fast forward to 2024, and that small kitchen experiment has transformed into a multi-million-dollar business with national reach.
This is the journey of Boobie Bar, from a homemade health snack to a retail success story powered by purpose, persistence, and a well-timed Shark Tank deal.
Boobie Bar Net Worth 2025
How We Calculated This Estimate
Revenue Estimate:
- Average Unit Price: $18 per 6-bar box (based on Walmart and Boobie Superfoods listings)
- Estimated Units Sold Annually: ~111,111 boxes (based on $2 million revenue)
- Estimated Annual Revenue: $2.0 million
Profit Margin Estimate:
- Estimated Cost per Box (COGS): $8–$10
- Net Profit Margin: ~40% (after retail cuts, production, and marketing)
- Annual Profit Estimate: $800,000
Valuation Method:
Using a 2.5x earnings multiplier, which is common for niche consumer-packaged goods (CPG) brands without clinical patents, the brand’s estimated valuation in 2024 is approximately $2 million.
The estimate considers Boobie Bar’s strong presence on Walmart Marketplace, its diversified product line, and the credibility boost from Shark Tank.
Boobie Bar’s Shark Tank Pitch
In Season 9, Episode 17, Wendy Colson entered the Tank asking for $150,000 for 10% equity, placing her company’s valuation at $1.5 million. She came armed with a compelling story, real-world experience, and an innovative product: a lactation bar using herbs like moringa, turmeric, and flaxseed to support milk supply naturally.
The Sharks were intrigued by her passion and the fact that Boobie Bar had already done $770,000 in lifetime sales. Wendy emphasized that more than 50% of her customers returned to buy again, showing strong product-market fit. However, not everyone was sold.
Mark Cuban bowed out, expressing concern about marketing health-related products to new moms without scientific validation. Lori Greiner and guest Shark Sara Blakely passed for similar reasons. But Kevin O’Leary and Daymond John both made the same offer, $150,000 for 20% equity.
Wendy ultimately chose Daymond, valuing his parenting experience and branding expertise. It was a decision that would help accelerate the company’s retail partnerships and national reach.
🤔 If you were a Shark, would you have invested $150K in Boobie Bar for 20% equity?
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Growth After Shark Tank
After the show, Boobie Bar closed its deal with Daymond John and used the investment to scale. Daymond helped Wendy secure meetings with major retailers, which led to shelf space in Walmart and Buy Buy Baby.
Boobie Bar also expanded its product line to include:
- Boobie Bears: Lactation gummy supplements
Despite not being FDA-approved or backed by clinical trials, the brand saw strong sales through its own website and through third-party marketplaces—fueled by glowing reviews and word-of-mouth among breastfeeding communities.
Key Challenges in 2025
Boobie Bar’s growth is impressive, but it hasn’t been without its setbacks.
The first major challenge is scientific credibility. Unlike some competitors who invest in clinical trials, Boobie Bar still relies on anecdotal evidence. As regulatory pressures increase and modern consumers demand transparency, this lack of data may hinder expansion or credibility in certain markets Healthline.
Another concern is platform dependency. Much of Boobie Bar’s sales come from large retailers and online marketplaces. This reliance puts the brand at risk if platform policies change, fees rise, or listings get suppressed by algorithms Forbes.
Top Competitors in the Market
In 2025, Boobie Bar is competing against several high-growth brands in the lactation supplement market. The space is heating up with well-funded players and new entries.
Final Thoughts
Boobie Bar’s journey from a NICU nurse’s kitchen to a household name in lactation support is nothing short of inspiring. Wendy Colson didn’t just identify a gap, she lived it, built a solution, and brought it to millions of moms across the country.
With a net worth of $2 million in 2025, a loyal customer base, and strong retail partnerships, Boobie Bar is a shining example of what can happen when a mission meets smart execution. But staying relevant in today’s wellness market requires more than heart. It demands adaptation, credibility, and innovation.
As Boobie Bar continues its growth, one thing remains certain, it’s more than just a snack. It’s a support system for new mothers, and a powerful case study for Shark Tank fans and entrepreneurs alike.
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TL;DR
Boobie Bar, founded by NICU nurse Wendy Colson, turned a homemade lactation snack into a national brand after a Shark Tank USA deal. As of 2025, it grows via retail partnerships, Boobie Bears, and its mission to support breastfeeding moms.
FAQs
Is Boobie Bar still in business in 2025?
Yes, Boobie Bar is still operational in 2025. The brand has expanded its product line and maintains a strong presence through its website and retailers like Walmart and Amazon.
What is Boobie Bar’s net worth in 2025?
As of 2025, Boobie Bar is estimated to have a net worth of approximately $2 million, based on revenue performance, growth trajectory, and public data since its Shark Tank appearance.
Did Boobie Bar get a deal on Shark Tank?
Yes, Boobie Bar received a deal from Daymond John for $150,000 in exchange for 20% equity during Season 9, Episode 17 of Shark Tank USA.
Who is the founder of Boobie Bar?
Boobie Bar was founded by Wendy Colson, a NICU nurse and lactation consultant who created the product to help new mothers increase breast milk supply with convenient nutrition bars.
Where can I buy Boobie Bar products?
Boobie Bar products are available on their official website, Walmart, Amazon, and other major online retailers that cater to mothers and baby health products.