Naman Shrestha
Bad odors and unpleasant smells tend to make their presence felt, affecting our overall mood. However, Michael DeLeeuw came up with Essence Rings, nasal diffusers that not only mitigate them but also provide users with a wide array of advantages. Through the scented nasal diffusers, Michael aims to make life pleasant and nostalgic for his customers. The founder and creator of Essence, along with a couple of his colleagues, pitched his unique brand in front of the Sharks in the 17th episode of ABC’s ‘Shark Tank’ season 16, hoping that they acknowledge the potential of the products and make a deal.
Essence: Who Are They and What Do They Do?
Before Essence came into the picture, Michael DeLeeuw had a career in financial planning and several other fields. In 1996, he started as a Manager at Scene One Video and Pizza, where he eventually held the position of Loan Officer before becoming Assistant Manager in the Division of International Paper Stores. After his stint there, he served as a Relationship Manager at KeyBank from 2003 to 2005. For the following five years, Michael was employed at Chase as the Branch Manager of the Provo, Utah, branch. Simultaneously, he earned his MBA in Finance from the University of Phoenix in 2008.
Next, he worked at Zions Bank as a Branch Manager for another five years before working for a few months at South West Federal Credit Union as a Southwest Federal. While serving as a Financial Services Professional at MassMutual Intermountain West between 2015 and 2020, the idea for Essence was born. He also held the same responsibility at Cambridge Financial Advisors for a year or so, before fully dedicating his energy to his own company. Essence was born out of personal necessity after Michael had to deal with a couple of uncomfortable flights. On a round trip he made for a business conference, he was subjected to a pungent odor on his way to Dallas and the scent of cigarette smoke when he was on the return flight from his seatmates.
During a conversation with Canvas Rebel, Michael explained, “It was at this point, after enduring these unpleasant experiences, that I took it upon myself to embark on a quest for solutions. Scouring the vast realm of the internet, I was dismayed to find no existing products tailored to this specific issue. This void in the market prompted me to collaborate with my wife in brainstorming innovative solutions. Over the course of several months, we diligently experimented with a variety of materials and designs, diligently fine-tuning our concept. This dedicated effort culminated in the creation of what we now proudly call the Essence Nasal Diffuser.”
Essence is a unique wellness tool that combats unpleasant odors by giving you the power to control what you smell. The high-grade silicone nose ring comes infused with essential oils and fits seamlessly on your nose without hindering your view. The brand’s mission is to make their customers’ lives better and healthier by allowing them to reap the benefits of essential oils. The nasal diffuser can also be reused up to 30 times by cleaning and reinfusing the ring with a small amount of additional oil.
Essence: Where Are They Now?
Founded in 2018, the Utah-based company has a wide range of consumers, from luxurious spas and hotels to dentist’s offices and homes, each using the Essence Nasal Diffusers to provide a relaxing experience to their respective clients or guests. Available in a variety of scents, they can be purchased on the official website of the brand. They are also available on Amazon and Etsy, which, in a way, helps attract more customers and, hence, more traffic to their own website for future purchases.
The regular scented nasal rings are priced at $7.99, while the unscented ones are available for $6.99. As for the 100% grade essential oils, a scented bottle can be purchased for $14.99. Moreover, soaking pods, travel cases, and shower mists in different flavors are also available for sale on the website. Essence Ring has partnered with Caesars Entertainment, which provided them with a booth giveaway at IMEX 2024 in Las Vegas in October 2024. Thanks to their association with Caesars Entertainment, Essence Ring also got the opportunity to feature in an Essential Oil Experience at the 7-state Wellness Roadshow in 2025. Michael DeLeeuw’s company was also a part of the PCMA Conference in January 2025.
Read More: Future Circus Shark Tank Update: Introducing Mixed-Reality Theme Parks
