ESSIO Shower

Essio is a patented product that creates an aromatherapy experience in the shower.

Essio attaches to virtually any shower and works in conjunction with its disposable pods that slowly release essential oils into the shower water to create an aromatic effect.

This is affordable luxury for the healthy lifestyle consumer.

Advisors include Kevin Harrington, inventor of the infomercial, and one of the original sharks on "Shark Tank."

The product uses 100% USDA-certified organic essential oils sourced sustainably from around the world.

A variety of blends, from a lavender-infused Night blend to a eucalyptus-based Breathe blend, are available for purchase.

The Essio Starter Kit is priced at $44.99 and comes with the shower device plus three essential oil pods. The device requires no tools to set up -- just attach it to the shower, snap on the pad, and tilt it into the water.

“Consumers usually associate aromatherapy with an expensive treatment at the spa,” said Peter Friis, the company’s CEO and co-founder. “With Essio, consumers can now take the spa home and enjoy the benefits of aromatherapy in the comfort of their personal shower. Essio transforms the traditional shower into a therapeutic and revitalizing experience that leaves the mind relaxed and the body refreshed, all at an affordable price.”

Essio is patented in the U.S., Europe and China and has patents pending in Australia, Japan, Brazil and Canada.

Essio is sold online, as well as in upscale spas, high-end hotels, and specialty retail channels. Its customers include Mandarin Oriental Hotel Group, Canyon Ranch, Four Seasons, and Brookstone.

The company was founded by a family of experienced entrepreneurs, including Dr. Nils Friis who is the recipient of five previous patents, which have generated in excess of $1 billion in royalty income; Candace Friis, a leading real estate broker for the Corcoran Group, with cumulative sales of $942 million; and Peter Friis, a former marketing and product development executive at Amazon.com.

Essio is targeting a big market:

The U.S. bath and shower market is $5.4 billion. and the Lifestyles of Health and Sustainability (LOHAS) market (targeting those interested in sustainable living and "green" initiatives) is estimated at $510 million with 15% annual growth.

The Essio starter kit costs $44.99, and a subscription for pods starts at $29.99. Consumers can also buy a 4-pack of refills for $19.99, or an 8-pack for $29.99.

Its trailing 12-month sales are $300,000, and average margins are 70%.

Essio is forecasting to be at breakeven in 9 months, with 3-year projected annual sales at $50 million.

Recent M&A that's comparable includes Urban Decay ($400 million), and Jurlique ($300 million).

Mainstream press coverage has been strong, including features in The Wall Street Journal and People Magazine. And the company was featured on Good Morning America, which led to $100,000 in Essio sales in 24 hours.

In the future, Essio might be featured on Home Shopping Network. As Mindy Grossman, CEO of Home Shopping Network, wrote, "[Essio is] the perfect fit for us."

Team Background

Dr. Nils Friis - Co-Founder & Director of Technology

Dr. Nils Friis is the inventor of ESSIO Shower. He received a PhD in chemical engineering from the Technical University of Denmark in 1973 and an Executive MBA from Columbia School of Business in 1986.

During his early career, Dr. Friis worked in research and development, and is the recipient of five patents, which have generated in excess of one billion dollars in royalty income.

Dr. Friis has held various positions in business management including corporate licensing, general management, and business development. He also played a key role in the successful restructuring of a multi-billion dollar corporation.

Peter Friis - Co-Founder & CEO

Prior to starting Essio, Peter worked for Amazon’s digital media storefront where he oversaw product marketing for the Instant Video service. While at Amazon, he also worked on multiple successful product launches.

Peter graduated Phi Beta Kappa, Summa Cum Laude from Brown University in 2006, and received his MBA from UCLA Anderson in 2013 where he served as President of the Entrepreneur Association.

Peter was also a winner of the Knapp Business Plan Competition and recipient of the Larry Wolfen Entrepreneurial Spirit Award.

Jared Van Lehn - Director of Marketing

With a background in small business marketing, social media and communications, Jared has worked for and advised several entrepreneurial ventures prior to joining ESSIO.

Jared completed his MBA at California State University, Los Angeles, with a focus on entrepreneurship.

Candace Friis - Director of Sales

Candice has been a leading real estate broker for the Corcoran Group, with cumulative sales as of 2014 of $942 million.

She's been recognized by the Wall Street Journal as one of the top 100 sales professionals in the U.S.

Co-Investors