The $350,000 deal Lori Greiner made with Squatty Potty on Shark Tank in 2014 was only the beginning. The toilet stool became one of the show's more recognizable consumer products, expanded far beyond its original design, and was eventually sold by the Edwards family.
Today, Squatty Potty is still selling products, but it is no longer an independent family business and Lori Greiner is no longer the owner.
The latest change came in July 2026. Aterian, which had acquired Squatty Potty in 2021, sold the brand as part of a larger portfolio of consumer products to Trademark Global for $18 million in cash, subject to adjustments. The transaction closed on July 17, 2026. (sec.gov)
That makes the current Squatty Potty story quite different from the one viewers remember from Shark Tank.
Squatty Potty accepted Lori Greiner’s $350,000 offer in 2014
Bobby Edwards and his mother, Judy Edwards, entered Shark Tank asking for $350,000 in exchange for 5% of Squatty Potty, implying a $7 million valuation. The company had already found an audience for its plastic footstool, which was designed to raise a person's feet and create a more squat-like position while using the toilet.
Lori Greiner offered $350,000 for 10% of the company.
The Edwards family accepted, giving Greiner a deal at a much higher equity percentage than they had originally requested. Bobby Edwards later confirmed that the deal did go through after the show's due-diligence process. (shopify.com)
The timing mattered. Squatty Potty had a product that was easy to understand, relatively inexpensive and unusual enough to attract attention. Greiner also brought retail experience and helped the company gain placement in Bed Bath & Beyond. Entrepreneur reported that the company generated $3 million in online sales in the three weeks after the episode aired. (entrepreneur.com)
The unicorn commercial turned Squatty Potty into a much bigger brand
The Shark Tank appearance created a burst of attention, but the company's most memorable marketing came afterward.
In 2015, Squatty Potty released its now-famous "Dookie the Unicorn" advertisement. The commercial showed a unicorn producing rainbow-colored soft serve while explaining the mechanics of using a Squatty Potty.
It was deliberately absurd, but that was the point.
The campaign gave the company a way to discuss an inherently awkward product without treating the subject too seriously. The ad became a major viral hit. Forbes reported at the time that the video had accumulated roughly 19 million views, while Squatty Potty's own current historical material says the Dookie the Unicorn campaign has passed 400 million views over time. (forbes.com)
The sales followed the attention. Forbes reported $18.7 million in revenue for 2015, while CNBC later reported that the company had reached $33 million in sales by the end of 2017. (forbes.com)
Those numbers help explain why Squatty Potty became more than a novelty product from Shark Tank. The company had found a repeatable formula: a simple physical product, a clear consumer proposition and marketing that people actually wanted to share.
Squatty Potty expanded beyond the original toilet stool
The business did not remain dependent on its original plastic stool.
Over the following years, Squatty Potty added different stool designs and other bathroom products, including toilet sprays and related accessories. Lori Greiner's website says the brand eventually expanded from its original product to more than 20 products. (lorigreiner.com)
The company's current catalog still reflects that strategy. Squatty Potty sells several toilet-stool configurations, including its Original and 2.0 models, along with other bathroom products. Its website currently lists a $24.99 Simple Toilet Stool and says more than 8 million people have used its products. (squattypotty.com)
The 8-million figure is a company claim rather than an independently audited sales figure, but it is consistent with the scale the business had reached before its acquisition.
By 2018, the company said it had sold more than 5 million stools. Its historical timeline later recorded more than 8 million stools sold by 2022. (squettypetty.site)
Aterian bought Squatty Potty in 2021
The next major chapter came when the Edwards family sold the company.
On May 6, 2021, Aterian acquired the assets of Squatty Potty in an asset purchase transaction. Aterian's SEC filing says it paid approximately $19 million in cash and approximately $1.1 million for acquired inventory. The agreement also included a potential earnout of up to approximately $4 million and $8 million in payments for transition services. (sec.gov)
That is why different sources sometimes describe the acquisition as a roughly $32 million transaction. Lori Greiner's own website, for example, says Squatty Potty was acquired by Aterian for $32 million. (lorigreiner.com)
The more precise way to describe it is that Aterian's filing disclosed $19 million in cash for the acquired business, plus inventory consideration, a potential earnout and transition-service payments. Those figures should not all be treated as a simple $32 million purchase price.
The acquisition also marked the end of Squatty Potty as an Edwards-family-controlled company.
Squatty Potty became part of Aterian's e-commerce portfolio
Aterian was not buying Squatty Potty as a standalone bathroom company. It was building a portfolio of consumer brands that could be sold through online marketplaces and direct-to-consumer websites.
Squatty Potty fit that model well. The products were relatively straightforward to manufacture and distribute, had established brand recognition and could be sold through major retailers and online marketplaces.
For several years, Aterian operated Squatty Potty alongside brands such as hOmeLabs, Mueller Living, PurSteam and Healing Solutions.
Then Aterian itself began changing direction.
In 2026, Aterian sold Squatty Potty to Trademark Global
The biggest update to the Squatty Potty story happened in 2026.
On April 27, Aterian agreed to sell a group of its marquee brands to Trademark Global, an Ohio-based consumer products and e-commerce company. The portfolio included Squatty Potty, hOmeLabs, Mueller Living, PurSteam, Healing Solutions and Photo Paper Direct.
The agreed base consideration was $18 million in cash, subject to purchase-price adjustments. Crucially, that $18 million was for the portfolio, not a separately disclosed $18 million valuation for Squatty Potty itself. Aterian did not publicly assign an individual purchase price to the toilet brand. (sec.gov)
The sale was completed on July 17, 2026. Aterian's SEC filing confirms that Trademark Global acquired the specified assets and liabilities associated with Squatty Potty and the other brands in the transaction. (sec.gov)
So, as of August 2026, the simplest answer to "Who owns Squatty Potty?" is Trademark Global.
Aterian no longer owns the brand.
The Squatty Potty website is still operating
The brand itself has not disappeared.
The Squatty Potty website remains active and continues to sell toilet stools and related bathroom products. Current product pages still promote the company's original positioning around raising the feet and adopting a more squat-like posture. (squattypotty.com)
That matters because a sale of a brand's assets does not necessarily mean the consumer-facing business shuts down. In this case, the opposite appears to be happening: the brand's products, website and retail identity continue under new ownership.
What has changed is the corporate structure behind it.
The company that once belonged to the Edwards family became an Aterian-owned brand in 2021, and that brand then moved into Trademark Global's portfolio in 2026.
The founders are no longer involved with the company
There is another distinction worth making because Squatty Potty's early marketing heavily featured the Edwards family.
After Aterian acquired the business in 2021, the family's role ended. In a 2026 statement, Squatty Potty said Robert Edwards had no affiliation, partnership or ongoing relationship with the company and that the family's associations with the brand ceased after the acquisition. (squattypotty.com)
The statement came after news reports about criminal allegations against Edwards. The allegations are separate from Squatty Potty's operations, and an indictment is not a finding of guilt. The company's position is straightforward: the present-day brand is not operated by Edwards or his family. (squattypotty.com)
That distinction is especially relevant when older articles describe Squatty Potty as a family business. That description is historical now.
So, where is Squatty Potty now?
Squatty Potty survived Shark Tank, outgrew its original product, sold millions of stools, expanded into a broader bathroom-products brand and generated substantial sales before being acquired.
Its ownership history is now the more interesting part of the story.
The Edwards family built the company and took it onto Shark Tank. Lori Greiner invested $350,000 for 10%. The brand's marketing helped turn an awkward bathroom accessory into a nationally recognizable consumer product. Aterian bought the business in 2021, with its SEC filing documenting approximately $19 million in cash consideration plus other contractual components. Then, in July 2026, Aterian sold Squatty Potty as part of a six-brand portfolio to Trademark Global for $18 million in total base cash consideration. (sec.gov)
The important number, then, is not a supposed current "Squatty Potty valuation." There is no publicly disclosed standalone valuation from the 2026 transaction.
What is clear is that the brand is still alive, still selling its signature stools and now sits under a new owner.
The product that once needed a unicorn to make people comfortable talking about it has become a durable consumer brand. Its next chapter belongs to Trademark Global, not the Sharks and not the Edwards family.
