Dirty Cookie is a custom cookie gifts company founded in 2015 by Shahira Marei. The brand makes stuffed cookies, cookie shots, DIY decorating kits, and more for holidays, birthdays, graduations and corporate gifting. Dirty Cookie appeared on Shark Tank in 2022 and secured a deal with Robert Herjavec. Since then, the company has seen immense growth. But How Much is Dirty Cookie Net Worth & Revenue? Unpacking the Financials in 2024.
Founder & Origin Story
Shahira Marei is an aerospace project manager turned entrepreneur. On a childhood trip to Egypt, she saw children living on the streets without basic necessities. This experience stayed with her and inspired the charitable component of Dirty Cookie.
The brand donates 10% of profits to provide education access for underprivileged kids. Marei bootstrapped Dirty Cookie starting out, selling at local farmer’s markets and festivals before expanding online. Her project management experience helped scale the operational side of the business.
Shark Tank Deal & Growth
In April 2022, Marei pitched Dirty Cookie on Shark Tank, seeking $500,000 for 5% equity. She secured a deal with Robert Herjavec for $500,000 and 25% equity, reduced to 15% upon hitting $6 million revenue.
The Shark Tank effect provided a huge boost. Post-show, sales increased 4X. Dirty Cookie also expanded its product lineup and branded experience. The company is now sold online, in-stores and has a custom workshop in Los Angeles for cookie decorating parties.
2023 Revenue Estimates
Dirty Cookie does not publicly share its revenue. However, we can estimate 2023 sales based on average price points and units sold. The brand offers cookie shots, stuffed cookies, beverage mixes and decorating kits ranging from $15-$50 with custom workshops at $95 per person.
Assuming Dirty Cookie sells an average of 5,000 units per month at an average price point of $30, estimated 2023 revenue would be $1.8 million. With over 100,000 followers, influencer collaborations and expanded distribution, 2023 sales could feasibly reach $3-5 million.
2024 Valuation Projections
Dirty Cookie was valued at $2 million post-Shark Tank. As the company scales, its valuation should increase in tandem.
Based on 2023 revenue estimates of $3-5 million and typical ecommerce sales multiples of 3-5X, Dirty Cookie could reasonably be valued between $9-25 million in 2024.
Achieving the benchmarks to reduce Herjavec’s equity stake to 15% would also significantly increase Marei’s ownership and net worth. Her projected 2024 stake of 75-85% would be worth $6.75-21.25 million.
Growth Drivers
Several key factors could drive growth for Dirty Cookie and increase 2024 valuations:
– Expanded product lineup & customization
– Growth of gifting market – projected to reach $51B by 2024
– Omnichannel distribution expansion
– Increase paid advertising and influencer marketing
– Opening additional brick & mortar custom workshop locations
– International shipping to expand customer base
Competitor Comparison
The custom food gifts space has exploded recently. Competitors like Dipped Donuts, Killer Creamery and Baked by Melissa have received multi-million dollar investments from VCs. These valuations set a benchmark for Dirty Cookie.
As a first mover in the cookie shot & stuffed cookie space, Dirty Cookie has an advantage but will need to continue innovating and expanding its capabilities to fend off new rivals.
The Bottom Line
Dirty Cookie is a promising startup tapping into a growing gifting market with a charitable business model. Post-Shark Tank traction and expanded operations should drive 2023 revenue to $3-5 million. With increased scale and market share growth, we estimate Dirty Cookie could realistically reach a $9-25 million valuation by 2024. I sincerely hope you enjoyed reading this “How Much is Dirty Cookie Net Worth & Revenue? Unpacking the Financials in 2024″ article.
