Story of Bro Glo – Shark Tank USA – Tanning Spray
Story of Bro Glo
The Birth of Bro Glo
Bro Glo was founded in March 2021 by three friends—Tom Phillips, Joe McDevitt,
and Jaron Nalewak. The idea was born when Jaron, who had always struggled with
his pale complexion, received harsh comments about his skin while on his
honeymoon in Antigua. Frustrated by the lack of natural-looking tanning
products for men, he and his friends saw an opportunity to fill the gap in the
market.
A Product Designed for Men
Bro Glo was created specifically for men who wanted a quick, hassle-free way to
achieve a natural tan. Unlike traditional self-tanners, their product is
water-based, goes on clear, and isn’t greasy or sticky. This made it an ideal
choice for men who wanted a subtle, confidence-boosting glow without the mess
or strong odors of other tanners.
Building Confidence, One Tan at a Time
The brand’s mission is simple: to help men feel better about themselves. Bro
Glo’s founders understood that looking good often leads to feeling good, and
their product was designed to offer an easy way for men to enhance their
appearance without spending hours in the sun.
The Hustle Behind the Business
Starting with just $937, the founders worked tirelessly to grow their business.
Late nights were spent packing orders, sometimes fulfilling as many as 400 in a
single night. As demand grew, they quickly scaled their production, going from
ordering 200 units at a time to 50,000 units per batch.
The Power of Social Media
Bro Glo’s success can largely be credited to social media. Instead of hiring
professional models, they showcased real men using their product, making their
marketing relatable and authentic. Their videos on TikTok went viral,
generating massive interest and driving thousands of sales.
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Rapid Growth and Expanding Sales
Thanks to their strong social media presence, sales skyrocketed. In their first
year, Bro Glo made $107,000, which jumped to $438,000 in the second year. By
the third year, they had hit an impressive $2.1 million in sales, with
projections of reaching $5-6 million in the coming year.
A Brand with No Outside Investment
Unlike many startups that rely on external funding, Bro Glo was entirely
bootstrapped. The founders reinvested every dollar back into the business,
allowing them to maintain full control while growing rapidly. Their ability to
scale without debt became a testament to their smart business strategy.
Expanding into Retail
Recognizing the need to make their product more accessible, Bro Glo secured
deals with major retailers. Their self-tanner became available in over 133
Sam’s Club locations and 250 Walmart stores, bringing their brand to a much
wider audience.
Entering the Shark Tank
In 2025, Bro Glo made an appearance on Shark Tank USA Season 16, seeking
$200,000 for a 5% equity stake in their business. Their compelling pitch and
impressive sales numbers caught the attention of the Sharks, leading to an
intense bidding war.
A Competitive Bidding War
Two Sharks made offers—Mark Cuban proposed $200,000 for 10% equity, while
Daniel Lubetzky countered with the same amount for an 8% stake. After
considering both offers, the founders ultimately accepted Cuban’s deal, valuing
his expertise and network.
Amazon Advertising Strategy
Beyond retail stores and social media, Bro Glo leveraged Amazon Ads to expand
their customer base. They optimized their product listings with high-quality
images and relevant keywords, ensuring their self-tanner was easy to find. They
also ran Sponsored Product campaigns, which helped them attract new buyers.
Learning from Advertising Success
Through trial and error, the team discovered that automated campaigns on Amazon
were particularly effective. These campaigns allowed Amazon’s algorithm to find
relevant shoppers, significantly boosting their visibility and sales.
More Than Just a Business
While Bro Glo has enjoyed tremendous financial success, the founders are most
proud of the impact their product has on people’s confidence. They have
received heartfelt messages from customers, including cancer survivors who can
no longer tan naturally but still want to look and feel their best.
A Community-Driven Brand
Bro Glo isn’t just about self-tanning—it’s about fostering confidence in men
who might otherwise shy away from grooming products. The brand’s approachable,
down-to-earth marketing has helped normalize self-care for men, making their
products widely accepted.
The Future of Bro Glo
With a strong retail presence, a successful Shark Tank deal, and a thriving
online business, Bro Glo is poised for even greater success. The founders
remain committed to innovation, continuously working on new products to expand
their brand while staying true to their mission—helping men look and feel their
best.
Timeline for story
March 2021 – Bro Glo is founded by Tom Phillips, Joe
McDevitt, and Jaron Nalewak.
2021 – Product development and initial sales with $937
investment.
2021 – Social media campaigns go viral, driving early sales.
2022 – Bro Glo makes $107,000 in the first year, scaling
production.
2023 – Sales increase to $438,000 in the second year.
2024 – Bro Glo reaches $2.1 million in sales and projects
$5-6 million.
2024 – Bro Glo expands into 133 Sam’s Club and 250 Walmart
locations.
2025 – Appears on Shark Tank USA and secures $200,000 from
Mark Cuban.
2025 – Utilizes Amazon Ads for significant growth in
customer base.
