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In October 2015, an entrepreneur's pitch on Shark Tank season 7 turned memorable when Kevin O'Leary blocked other sharks from investing in The Skinny Mirror. In episode 5, Founder Belinda Jasmine presented her mirror design to the sharks, asking for $200,000 for a 20% stake. Her product used curved glass technology to create a reflection that made people look 5-10 pounds lighter.
At the time of filming, the company had generated $85,000 from selling 350 units across retail stores and direct consumers. The mirrors, manufactured in California with reclaimed wood, ranged from $99 for basic models to $675 for premium versions. Belinda invited Kevin to try the product when he questioned the brand’s proposition. In response, Kevin labelled the business as “sham” and stated:
“I'm out, but I also forbid any other shark from investing in this."
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At the end of pitch, Belinda left the tank without any offers.
"You're lying to people"—Kevin O'Leary calls Skinny Mirror a "sham" on Shark Tank
In season 7, Jasmine started her presentation in Shark Tank by inviting the sharks to experience the mirror's effect. She explained how standing 3-5 feet away created the optimal slimming reflection. The sharks' had mixed reactions initially.
Daymond John stepped up first, examining his mirror reflection with interest and commenting that he wanted one. Lori Greiner followed, showing curiosity about the technology behind the effect.
The tension peaked during Shark Tank investor Kevin O'Leary's exchange with Jasmine. When she presented the $165 retail model, O'Leary immediately challenged the technical aspects.
"Anybody can order that piece of body," O'Leary stated, questioning the product's value.
Jasmine responded by emphasizing her branding strategy, but O'Leary countered by questioning the million-dollar valuation. Jasmine then invited O'Leary to examine his reflection. He replied:
"You know I deal in real. I will not be part of this sham."
When Jasmine said “that’s fine” with a smile in response, O'Leary interrupted with a statement:
"Look, look, you can smile all you want but the truth is you're lying to people.”
https://www.instagram.com/p/UmHZHCJ8pb/Following this, Kevin also asked other sharks to not invest in the business. Mark Cuban addressed the retail angle directly, stating he understood the concept but rejected involvement in marketing tactics that influenced purchasing decisions.
Meanwhile, Shark Tank investor Robert Herjavec questioned the transparency of using these mirrors in retail settings. When Jasmine mentioned refusing a large retail order because the store wanted to remove her logo, it failed to sway the remaining sharks.
Business model details
Shark Tank fame The Skinny Mirror operated from California and its founder Jasmine focused on distribution in the Santa Cruz and Carmel regions. She had built her business through grassroots funding, starting with a $7,500 Kickstarter campaign.
The manufacturing process emphasized American-made materials, specifically using reclaimed wood for the frames. Her target market included both retail stores and individual consumers.
During the pitch, Jasmine revealed that retail locations formed her primary customer base. She showcased various mirror styles, including specialized designs for store fitting rooms.
Final outcome
Daymond John, who initially showed interest, expressed concerns stating:
"I think that it's dangerous because I think that people are trying to always not be who they are and live a unhealthy lifestyle and I can't get behind that. I'm out."
Lori Greiner acknowledged understanding the appeal of wanting to look better but agreed with concerns about retail implementation. She said:
"Being in a retail place and having a mirror that in Kevin's words deceives you into thinking that you look better and then you make a purchase and if somebody doesn't know that they're in a store and they're looking in a skinny mirror that's a huge problem for me. I have to be out.”
After facing rejection from all five sharks, Jasmine left the Shark Tank without a deal. The aftermath proved challenging for The Skinny Mirror as pitch resulted in zero investment offers, marking one of the rare occasions where Kevin O' Leary discouraged other sharks from considering a deal.
According to the company's website, they ceased operations in May 2016, almost seven months after the episode aired. Their social media presence ended as well. While their X account's last update was in April 2016, their final post on Instagram was captioned "Do-it-yourself party at @TheSkinnyMirror," which was uploaded on August 3, 2015.
The company's official website addressed their closure in a February 2018 article, citing multiple factors including insufficient capital, mounting stress, and a shift in priorities. Talking about impact of Shark Tank, the article read:
"Shark Tank’s “twist on reality” show brought us a bunch of sales, but also a bunch of slimy, greedy people who wanted to get rich fast who wasted my time and energy."
Fans can catch Kevin O’Leary in Shark Tank season 16.
