BrilliantPad on Shark Tank: the pitch, the deal, and everything since
In November 2017, our co-founder and CEO Alan Cook walked into ABC's Shark Tank (Season 9, Episode 9) to pitch BrilliantPad — the world's first self-cleaning indoor dog potty.
He walked out with a deal: Lori Greiner offered $500,000 for a five-percent equity stake to grow the brand and expand distribution.
The moment everyone remembers
Kevin O'Leary — Mr. Wonderful himself — picked up a fully loaded, wrapped waste roll and sniffed it. His verdict: no odor. The wrap-and-seal design that impressed the Sharks is the same core mechanism in every BrilliantPad today: used pad is wound into multiple sealed layers inside the machine, so odor stays locked in until you lift the roll out and toss it.
Not a first rodeo
Part of what excited the Sharks was Alan's track record. The BrilliantPad design team previously created the ScoopFree® self-cleaning litter box and the FroliCat® family of electronic pet toys, both sold to PetSafe® in 2012 — plus a successful Indiegogo campaign whose pre-orders had all been fulfilled before the show aired.
"Many people use pads so their dogs won't get uncomfortable when at work, if unexpectedly stuck in traffic or when sleeping in the middle of the night. BrilliantPad is especially helpful for anyone with health or mobility issues, too," Alan said at the time. "It was important for me to get across just how much BrilliantPad can help pets and their parents."
Behind the scenes
After filming, Alan shared what the experience was like with Heavy.com. The short version: preparing was a lot of work — pitch, demo and Q&A rehearsed over and over with his business partners. His advice for future contestants: watch a lot of old episodes, read about others who've been on the show, and most importantly, have fun. Being in the Tank was "a once in a lifetime experience and completely surreal," with one voice in his head on repeat: "Just nail the pitch."
What's changed since Shark Tank
The machine the Sharks saw has kept evolving:
- BrilliantPad Smart — WiFi, a built-in camera and a free app, so you can monitor and advance the pad from anywhere, with PoopAI™ health insights on top.
- Better rolls — redesigned rolls that are more absorbent, with an eco-friendly option.
- Two models — the cost-effective Basic alongside the Smart, so there's a fit for every budget.
- Sharing rewards — a refer-a-friend program that pays you back for spreading the word.
Press coverage
Press release · Pet Product News · Heavy.com · After Buzz video review