The journey of Aura Bora, the unique botanical sparkling water company, took a dramatic and successful turn following its appearance on the popular investment show, Shark Tank. The brand, founded by Paul and Madeleine Voge in 2019, has since transformed from a niche product into a nationally recognised name, thanks to a pivotal deal and strategic growth.
The Shark Tank Deal That Sparked National Growth
In 2021, during Season 12, Episode 13 of Shark Tank, founders Paul and Madeleine Voge pitched their business, seeking $150,000 for a 5% equity stake. Their unique selling point was sparkling water infused with unusual, plant-based flavours like basil berry and lavender cucumber, containing no sugar, artificial sweeteners, or sodium. Their pitch captivated Shark Robert Herjavec, who offered them $200,000 for approximately 15% equity, a deal they eagerly accepted.
This investment was far more than just capital. It provided immediate credibility and a massive surge in national awareness. Overnight, the brand's social media following exploded, and online sales spiked dramatically. Herjavec's involvement also brought invaluable strategic guidance, particularly in the crucial areas of retail expansion and digital marketing, setting the stage for rapid scaling.
Massive Retail Expansion and Funding Milestones
Leveraging the Shark Tank exposure and Herjavec's backing, Aura Bora executed a remarkable retail expansion. Before the show, the brand was available in a few hundred natural grocery stores. Post-show, it exploded into thousands of retail locations across the United States.
The brand successfully secured shelf space in major national retailers, a key indicator of its mainstream success. You can now find Aura Bora in stores like Whole Foods, Walmart, Sprouts, Target, Wegmans, and Thrive Market. This move significantly increased accessibility for consumers and solidified its position in the competitive beverage market.
The financial growth did not stop with Herjavec's $200,000. Capitalising on its momentum, Aura Bora attracted significant additional investment. The company raised a $2 million seed round in 2021, followed by a substantial Series A funding round exceeding $10 million in 2022. This influx of capital was directed towards scaling inventory, boosting marketing efforts, and fuelling nationwide distribution, enabling the brand to meet soaring demand.
Innovation, Acquisition, and The Road Ahead
Growth for Aura Bora has also meant continuous innovation to stand out. The company has introduced new permanent and seasonal flavours, such as mango chilli and lime cardamom, and engaged in creative collaborations, like a zero-proof "Olive Oil Martini" with partner Graza. This commitment to unique, botanical-inspired tastes remains central to its brand identity.
A major development occurred in February 2025, when investment firm Next In Natural acquired a majority stake in Aura Bora. This move is designed to support the brand's next phase of scaling within a portfolio of natural food companies. Importantly, founder Paul Voge remains as CEO, continuing to lead product innovation and brand vision.
While Aura Bora is a private company and does not publicly disclose its valuation, reports from Forbes in 2021 suggested the company was already worth more than $20 million. Given its subsequent funding rounds and massive retail expansion, its value is believed to have grown substantially since then. Today, Aura Bora remains an active, innovative player in the sparkling water sector, proving that a great product combined with the right exposure can lead to extraordinary business success.
