Pluto Pillow is a personalized pillow company that was founded in 2018 by Susana Saeliu and Kevin Li. The business was born out of both founders’ struggles with finding the right pillow.
Susana, who graduated from the University of Southern California, had previously started and sold a successful business, Kora Brand, before shifting to Tradex Marketplace, where she received customer feedback about unsatisfactory pillows.
Her frustration grew as she couldn’t find a pillow that suited her own needs. Similarly, Kevin, who graduated with a degree in computational and data science from the University of California, also had difficulty finding the right pillow.
After seeing how popular personalized mattresses were becoming, Susana and Kevin realized there was an opportunity in the market to create customizable pillows.
They began working on prototypes, consulting physical therapists and chiropractors to determine the best materials for comfort and support.
The resulting product, Pluto Pillow, was designed to be tailored to individual preferences and needs, such as firmness, height, and fill material.
Customers could complete a survey to provide details about their sleeping habits and physical attributes (e.g., height, weight, sleeping position), which would then inform the algorithm to generate a pillow that’s specifically suited to them.
Pluto Pillow became a hit with customers, and the company experienced rapid growth, selling over 2,500 pillows in the first month.
Pluto Pillow on Shark Tank
In 2020, Pluto Pillow appeared on Shark Tank in hopes of securing a $400,000 investment for 5% equity in the company, which would imply an $8 million valuation.
The founders showcased their product to the sharks, explaining how their personalized pillows addressed common issues such as neck and back pain.
They also revealed that despite being a relatively young business, they had already made $197,000 in sales in 2018, $473,000 in 2019, and were on track to surpass $490,000 in sales by the time of filming.
However, the sharks were initially skeptical about the high valuation of $8 million and the costs involved in producing the pillows.
The custom pillows cost about $30 to make and were sold for $95, with an additional $18 for shipping, which led some of the sharks to back out.
Lori Greiner expressed concern about the pillow industry being too competitive, while Mark Cuban also exited the deal after discussing the possibility of stockpiling more common pillow types.
Guest shark Daniel Lubetzky didn’t see enough differentiation to justify the high valuation, and ultimately, only Robert Herjavec remained interested.
Robert offered $400,000 for 20% equity, but the founders felt the offer was too steep and declined the deal.
Despite leaving Shark Tank without a deal, the appearance still generated significant attention for the company.
Pluto Pillow Now in 2025 – The After Shark Tank Update
Although Pluto Pillow didn’t secure a deal on Shark Tank, its exposure on the show proved to be a major turning point for the business.
By 2025, Pluto Pillow has not only survived but thrived. The founders continued to work full-time on their business, and the appearance on Shark Tank gave them a huge boost in publicity, resulting in a sharp increase in sales.
Their product became highly popular, and Pluto Pillow garnered a loyal following of customers who appreciated the personalized service and comfort.
As of 2025, the company is valued at around $600,000, and it has accumulated a solid reputation with a high customer satisfaction rate, receiving 4.8 stars on average in customer reviews.
The company has been featured in major publications such as Essence, Oprah Daily, Cosmopolitan, and House Beautiful Magazine.
Pluto Pillow’s reputation for delivering comfort and solving sleep issues through customization has contributed significantly to its success.
The company has also attracted investors and has expanded its operations. Moving forward, Susana and Kevin plan to introduce more features to their website, including a new sleep survey designed to help customers determine their ideal pillow based on their specific sleep patterns and needs.
Additionally, they are exploring the option for customers to have even more control over creating their own pillows, allowing them to choose materials and features beyond the basic customization options.
