When I first heard about Doughp, I was immediately drawn to its story—not just because of its edible cookie dough (which is a dream for anyone with a sweet tooth) but because of the incredible journey of its founder, Kelsey Moreira. Doughp is more than just a dessert brand; it’s a symbol of second chances, resilience, and creating joy in the simplest things. Let me take you through the fascinating journey of Doughp, from its humble beginnings to becoming a multi-million-dollar enterprise that’s making waves in both the dessert industry and mental health advocacy.
The Beginning: Nostalgia in a Scoop
Kelsey Moreira founded Doughp in 2017 after leaving her decade-long career in tech. Her story is one of transformation—she battled addiction and achieved sobriety in 2015. During her recovery, she rediscovered her love for baking, which became her therapy. One day, she stumbled upon a way to make cookie dough safe to eat raw by using pasteurized flour and egg-free recipes. That discovery sparked the idea for Doughp: an edible cookie dough brand that could be enjoyed straight from the tub or baked into cookies.
Doughp wasn’t just about satisfying cravings; it was about spreading hope. Kelsey envisioned her brand as a platform to normalize conversations around mental health and addiction recovery. Every scoop of Doughp was meant to bring joy while also supporting meaningful causes.
Shark Tank: The Pitch That Didn’t Land a Deal
In May 2019, Kelsey appeared on Shark Tank (Season 10, Episode 22) seeking $450,000 for 10% equity in her company. She pitched Doughp as “nostalgia in a scoop” for adults who wanted to relive childhood memories guilt-free. Her presentation was heartfelt—she shared her personal recovery journey and highlighted Doughp’s impressive financials. At the time, Doughp had generated $850,000 in revenue within 18 months at its Pier 39 storefront in San Francisco.
The Sharks were impressed by Kelsey’s passion and business acumen. She revealed that each scoop cost $0.69 to produce but sold for $6—a strong profit margin. However, despite her compelling pitch, none of the Sharks bit. They cited concerns about the high valuation ($4.5 million) and the saturated dessert market.
Kelsey left without a deal but remained optimistic, famously saying, “The Sharks made a mistake today, but they’ll be back.”
The Shark Tank Effect: Turning Rejection into Opportunity
Not getting a deal on Shark Tank turned out to be a blessing in disguise. The exposure from the show led to a surge in online traffic and sales—a phenomenon known as the “Shark Tank effect.” Shortly after her appearance, an independent investor provided $500,000 in funding, allowing Kelsey to expand operations and open a new storefront on the Las Vegas Strip.
When the COVID-19 pandemic hit in 2020, Doughp faced another major challenge: its brick-and-mortar stores had to close. But instead of giving up, Kelsey pivoted to focus on e-commerce. This decision proved transformative—online sales skyrocketed from $50,000 in 2019 to $2.5 million in 2020.
Doughp’s Post-Shark Tank Evolution
Since its Shark Tank debut, Doughp has achieved remarkable milestones:
- Retail Expansion: Doughp products are now available in over 1,200 retail locations across the U.S., including Walmart, Costco, Target, and Kroger.
- Product Innovation: Based on feedback from Shark Tank, Kelsey introduced “Doughp Drops,” bite-sized cookie dough portions for portion control.
- Mental Health Advocacy: Through its #Doughp4Hope initiative, the company has donated over $120,000 to mental health nonprofits like She Recovers Foundation.
- Crowdfunding Success: In 2023, Doughp raised $618,000 through equity crowdfunding to support research and development and further retail expansion.
A Snapshot of Doughp’s Journey
Here’s a quick overview of Doughp’s key milestones:
| Category | Details |
|---|---|
| Product Name | Doughp |
| Founders | Kelsey Moreira |
| Season & Episode | Season 10, Episode 22 |
| Ask (Investment & Equity) | $450,000 for 10% equity |
| Final Deal | No deal |
| Shark(s) Involved | None |
| Memorable Episode Moments | Emotional recovery story; Sharks enjoying samples |
| Current Net Worth | Estimated $15 million |
| Current Business Status | Active |
| Revenue Since Shark Tank | Over $13 million |
| Social Media Presence | Strong following on Instagram and TikTok |
| Key Achievements | Retail expansion; mental health donations; Forbes 30 Under 30 recognition |
Doughp Today: A Thriving Brand with Purpose
As of January 2025, Doughp continues to thrive as both a business and a movement:
- Annual Revenue: The company generated $3.9 million in revenue last year.
- Market Reach: Doughp is sold online and in major retailers nationwide.
- Social Impact: The #Doughp4Hope initiative remains central to its mission. The company also provides mental health certification for employees and advocates for addiction recovery.
Kelsey has become an inspirational figure in entrepreneurship circles. Her story has been featured on platforms like Forbes (30 Under 30) and TEDx talks.
Lessons from Doughp’s Journey
For aspiring entrepreneurs like me (and maybe you), there’s so much to learn from Kelsey’s journey:
- Resilience Pays Off: Rejection doesn’t mean failure—it can be an opportunity for growth.
- Mission-Driven Brands Win Hearts: Consumers are drawn to brands with authentic stories and meaningful missions.
- Adaptability is Key: Pivoting from physical stores to e-commerce saved Doughp during the pandemic.
- Feedback Fuels Innovation: Even criticism can lead to better products (e.g., Doughp Drops).
Looking Ahead: What’s Next for Doughp?
Kelsey envisions expanding Doughp internationally while continuing to innovate within the dessert space. With plans to reach profitability by year-end and explore new foodservice opportunities (e.g., vending machines), the future looks bright.
Doughp isn’t just about cookie dough—it’s about creating moments of joy while making an impact. Whether you’re indulging in nostalgia or supporting mental health awareness with every purchase, this brand proves that sweetness can truly change lives.
So here’s my takeaway: If you’ve ever doubted your ability to turn adversity into success or wondered if your passion could become your purpose—look no further than Kelsey Moreira and Doughp for inspiration.
Now excuse me while I grab a spoonful of cookie dough… because life is too short not to savor it!