[Founder Stories] Sarah Buxton: From Shark Tank to Success

[Founder Stories] Sarah Buxton: From Shark Tank to Success

Introduction

Sarah Buxton is an actress, interior designer, entrepreneur, and founder of Tutublue, a swimwear brand that specializes in stylish UPF50+ suits.

Growing up in California, Sarah has spent her life by the ocean. After a melanoma scare threatened her ability to spend time outdoors, she was driven to start her own line of protective swimwear that would allow her to continue enjoying the ocean safely while protecting her skin from harmful UV rays.

And so Tutublue was born, designed with both style and sun protection in mind.

This is her story.

Interview

1. What inspired you to take matters into your own hands and create your own product, rather than just searching for an existing solution?

Honestly, I never even thought to look for another solution. When my doctor told me to avoid the sun after my melanoma diagnosis, my only thought was, ‘How can I protect myself?’ I’m naturally a creative person, being an actress and an interior designer, so my mind immediately went to solving the problem for myself.

I didn’t initially intend to start a business. I just wanted something that worked for me. I reached out to a friend who had a children’s clothing line for advice. She pointed me to a factory, and I started researching materials and sun protection. I designed a suit for myself, found a pattern maker, and worked with a factory to create samples.

The turning point came during a family trip to Hawaii. I had made a few suits with different prints, and people kept stopping me on the beach, asking where they could get one. That’s when I realized I might have something bigger here. It wasn’t until then that I decided to turn it into a business.

So, in a way, I’m the ‘accidental entrepreneur.’ I did everything backward and funded it myself with money I made from acting. People often advise against using your own money, but I believed in what I was doing. Looking back, I took a huge risk, but it worked out.

2. What was your experience on Shark Tank like? How did you get this opportunity and what new opportunities came about as a result of your feature there?

My experience on Shark Tank started through a personal connection, but I still had to go through the whole process like everyone else. I’ve been in LA acting since I was 15 and booked a pilot for CBS called Too Good to Be True.

I've always been around the entertainment industry and a friend in the business suggested I pitch for Shark Tank.

They loved the idea, and I think they were intrigued not only by the product but also by the fact that I was an actress with a business. I didn’t have a big, polished business plan at the time—I was still very new and they were looking for entrepreneurs at different stages for the show.

From the moment I was introduced to casting, it took about six months. I had multiple meetings, and they assigned me a producer to help guide me through. They vet you and your business thoroughly. They go through every little detail of your business to make sure everything is legitimate and in order, and they also vet you personally to ensure you’re a good fit for TV. I think they want to make sure you're an upstanding citizen in every way, so it’s a pretty intense process.

After about six months, I got a call saying I couldn’t move forward because there was a trademark issue with the original name of my brand, Sun Skin. Another company had a brand called Sun Skinz, and even though the names were slightly different, it was considered a trademark infringement. I was devastated. But as an actor, I’ve learned to be persistent—you face so many rejections in acting, so you have to develop thick skin and keep pushing forward. I told them I’d rebrand the entire thing. They were hesitant and said it might be too much work, but I was determined. I quickly went through all the legal processes, got new licenses, and completely rebranded my business.

That’s when I came up with the name Tutublue. My husband and I brainstormed for a long time, and I wanted something unique that wouldn’t run into any trademark issues. ‘Tutu’ means grandmother in Hawaiian, and my grandmother has always been my inspiration. My mom grew up in Hawaii, so we always called my grandmother ‘Tutu.’ The ‘blue’ came from my dad’s beach house in Laguna Beach, which was on a street called Blue Lagoon. The name was meaningful to me and very personal, and I was confident it wouldn’t conflict with any other brand.

After I rebranded, I went back to Shark Tank, and they were shocked at how quickly I turned everything around. Once I was back in the process, it was a whirlwind. You spend time preparing your pitch and working with producers, but even then, you don’t know if you’ll actually get to pitch in front of the Sharks. On the day of filming, there were about 30 or 40 other entrepreneurs there. They told us we might not get called, and we waited for hours. It’s incredibly intense because you don’t know when or if you’ll be chosen to pitch. Then, they called my name, and I was taken to a holding area where I waited for another two hours.

Finally, I was told I’d be going in front of the Sharks. Despite being an actress, I was so nervous. I’m used to being in front of cameras, but the stakes were high, and it was a completely different experience. Even though I was anxious, my experience as a performer kicked in, and I just pushed through.

The actual pitch lasted much longer than what you see on TV. They edit it down to a short segment, but you’re in there pitching and answering questions for much longer. It was one of the most intense experiences, but ultimately, it opened up so many new opportunities for my brand. I’m grateful I went through it, even though the journey was tough.

3. Do you think your career as an actor has helped you launch and grow a business in any way?

Absolutely, I think my career as an actor has helped me in many ways when it comes to building Tutublue. First of all, being an actor is a business in itself—it's show business, after all. You are your own business, and that comes with a lot of responsibility. Since I was 14, when I booked my first job, a Coca-Cola commercial, I’ve had to be professional, prepared, and on time for every role. You fight for every job. It’s competitive, and you need to have a thick skin. That’s not so different from being an entrepreneur. For example, when I was 15, I booked a pilot, which is like pitching a show. After the initial casting, you have to go in front of the network, which is terrifying—there’s a panel of executives sitting in the dark, watching you on stage as you perform. Then you wait in a room to hear their decision. That experience of preparation and pitching is very similar to what I went through on Shark Tank. It was intense, but for me, it felt like acting all over again.

But while being an actor has helped me with things like pitching and presenting my business, the actual business side of being an entrepreneur is entirely different. I sometimes kick myself for not going to business school!

I took the road less traveled and figured it out along the way, but I also know how important it is to delegate and surround yourself with people who can fill in the gaps where you might not have expertise.

I’ve been learning and teaching myself along the way since 2015. It’s been a journey of trial and error, but my creative background has definitely played a huge role in building the brand. For example, I produce all of our photoshoots. The entire vision is mine, and that’s where my acting and creative mind come in handy. I’ve been immersed in the entertainment business for so long that I know how to bring that creativity into my work with Tutublue. A lot of the models I use are friends I’ve grown up with in the industry.

4. How has your focus changed from when you first started to now? With so many areas to grow, what did you prioritize in the beginning, and how is it different today?

When I first started in 2015, the marketplace was completely different. Things have changed drastically since then, especially after COVID. One of the biggest shifts has been in the direct-to-consumer space and how quickly e-commerce evolves. As an entrepreneur, you really need to stay open to these rapid changes—technology is advancing, and you have to adapt or get left behind. Back then, my main priority was just getting the basics in place: building a website platform and finding experts to help me. I'm really intuitive when it comes to hiring people, and I've always relied on platforms to find the right talent. For example, I have a dedicated Shopify support person and a fantastic customer service representative because the customer always comes first. I didn’t want a situation where customers couldn’t reach anyone; I wanted to ensure that there’s always someone there who knows the brand and can meet their needs.

When I started, everything was independent contractors—I didn’t have any full-time employees, and that’s still the case today. I have someone who runs my ads, manages my Google Ads and Meta Ads, and takes care of SEO, which is incredibly important for a direct-to-consumer business.

I also realized early on that it’s crucial not to spread yourself too thin, financially or otherwise. You need to focus on what’s working, analyze the ROI, and test things before moving on to the next strategy.

In the beginning, I was naive. I jumped at every opportunity and tried everything, but that didn’t work. I’ve learned to keep things smaller and focus on what provides a return, looking at the analytics before diving into new avenues. Back when I started, it was still about trade shows, sales reps, and getting PR firms to feature you in magazines. That’s what you had to do then, but even that has changed. There’s also been a huge shift in brick-and-mortar versus e-commerce. While I think retail is coming back in some ways, the landscape is still evolving, and you have to go with the flow.

Shark Tank was a game-changer for me. I didn’t get a deal, but being on TV gave me visibility I never could’ve imagined. Immediately after my episode aired, my website started blowing up with orders. I was shocked, and it lifted my business off the ground in a way I hadn’t anticipated. I was inundated with offers from people wanting to invest in my business. I went into Shark Tank genuinely wanting a deal, not just the exposure, but the exposure itself ended up being invaluable. It was a turning point, and to this day, I’m grateful for it.

5. Now almost 10 years in, what are the biggest lessons you’ve learned as an entrepreneur that you would like to pass on to early-stage entrepreneurs?

Absolutely, one of the biggest lessons I've learned is the importance of taking risks. It’s crucial to work hard—entrepreneurship requires relentless effort.

Be cautious about who you invite into your business. The people you choose to work with can significantly impact your journey. Also, be wary of predatory loans. There are many lenders who seem enticing, but they often come with hidden fees that make it difficult to manage your finances. Avoid accumulating debt to fund your business; instead, budget wisely. For instance, I’ve recently learned to budget my ad spend effectively, which has a direct impact on sales.

Currently, I’m focusing on expanding into wholesale. I believe there’s value in brick-and-mortar stores, especially in resort areas, where customers appreciate the opportunity to touch and feel products. While I continue to engage in direct-to-consumer sales, establishing a presence in physical stores is becoming increasingly important.

Additionally, having a strong return policy is essential. Investing in efficient return management tools pays off by keeping customers satisfied and maintaining accurate inventory. I personally love using Shopify for its seamless integration with various apps, which has greatly enhanced my experience.

Lastly, always keep a close eye on your finances to prevent things from spiraling out of control. Before launching a product, it’s wise to test the market. You can do this informally with friends and family, or even create a marketing campaign using just images of your product. If people are willing to commit and provide their credit card information before the product is available, that’s a strong indication that you have a viable business idea.