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.
Fans have been talking about why German supermodel Heidi Klum is no longer a judge on America’s Got Talent (AGT) for Season 20. Klum has been an important part of the show since she joined in 2013. She has been a fan favorite and a familiar face on the judges’ panel.
Over the years, she only took a break once, in 2019, when Dancing with the Stars host Julianne Hough and award-winning actress Gabrielle Union replaced her and Spice Girl Mel B.
Many people have been curious about her exit, especially after it was confirmed that she would return to hosting Project Runway. Some AGT fans started worrying that her commitment to the fashion competition series would mean she would not come back for the new season.
Heidi Klum’s Packed Schedule Might Be a Key Factor
Klum has a busy career, and many believe this is why she will not return to AGT this time. However, she has handled multiple projects before. Between 2013 and 2017, she worked as both a judge on AGT and a host on Project Runway. Even when she co-hosted Making the Cut with Tim Gunn for three seasons, she still managed to stay on AGT from 2020 onward.
Klum has a career that extends beyond the United States. She has been the host and executive producer of Germany’s Next Top Model since 2006. This year, she is returning to Project Runway, adding another major commitment to her schedule. It seems that this time, the filming schedules of her different projects may not have worked together, making it difficult for her to continue on AGT.
A representative from AGT production spoke highly of Klum and gave fans hope that she could return in the future. The rep stated that they “would love for our paths to cross again.” This suggests that Klum’s exit may not be permanent. Many competitions shows frequently change judges when scheduling conflicts arise.
Shows like The Voice, American Idol, and RuPaul’s Drag Race have all rotated judges, even the most popular ones. While some AGT fans may be upset, Klum’s departure follows a common pattern seen in other shows.
Still, Klum’s silence on the matter has made people wonder if something bigger is happening behind the scenes.
Does Klum’s Silence Suggest a Bigger Issue?
When Klum left AGT in 2019, she shared her gratitude for the show through social media. She posted photos with her AGT colleagues, showing appreciation for her time on the series. This time, however, she has not made any public statements about her departure. While this could simply mean she is too busy, some believe there might be other reasons.
One theory is related to her salary. Since Klum has been on AGT for over a decade, she likely has one of the highest salaries on the judges’ panel. It is possible that the show’s producers wanted to reduce costs by replacing her with a judge who would accept a lower salary.
If this was the case, it assumes that Mel B returned for less than what Klum was earning. However, both Klum and Mel B were judges together from Seasons 8 to 13, so if the network was only looking to save money, they could have chosen a less well-known judge.
This suggests that something beyond salary concerns might have played a role.
Did Network Politics Influence Klum’s Exit?
AGT is owned by NBC, a network with a strong presence in reality TV. NBC owns both Peacock and Bravo, two platforms that air reality shows. Project Runway has had a complicated history with networks. It started on Bravo, moved to Lifetime for 11 seasons, and later returned to Bravo in Season 19 with a different format.
Now, Project Runway is set for a revival in 2025 under Disney’s Freeform. It will be available for streaming on Disney+ and Hulu, which are not NBC properties. Some people believe that this shift in networks could have played a role in Klum’s decision. If NBC was not happy with her involvement in a competitor’s project, it could have affected her position on AGT.
Klum has not spoken publicly about this, which adds to the speculation. Some believe that her silence may be a professional choice, possibly due to agreements between networks.
Does Heidi Klum Need to Explain Her Decision?
Even though fans are eager for answers, Klum is not required to explain her career choices. In recent years, many Hollywood celebrities have become more private about their decisions. Social media has given fans more access to stars, but it does not mean every public figure owes an explanation for their professional moves.
Still from America’s Got Talent (Credit: NBC)
Klum is an accomplished supermodel with a long and impressive career. She became famous in the 1990s when the term “supermodel” was linked to worldwide fame. She has been a part of iconic fashion brands such as Sports Illustrated, Victoria’s Secret, Glamour, Elle, and Vogue.
She has also worked closely with top fashion designers and appeared in well-known TV and film projects like The Devil Wears Prada and Sex and the City.
With such a busy career and an impressive resume, Klum is not the kind of celebrity who frequently explains her decisions to the public. Her silence does not necessarily mean something is wrong. Instead, it could just mean she prefers to keep things private.
What’s Next for America’s Got Talent?
Even without Klum, AGT will continue with its usual lineup of judges. Mel B will return, bringing back a familiar face for longtime viewers. The show has successfully rotated judges in the past, and fans can expect more changes in future seasons.
For now, AGT fans can still enjoy watching the competition unfold on NBC and stream episodes on Peacock. Meanwhile, Klum will continue working on her other projects, including Project Runway and Germany’s Next Top Model.
While fans may be sad to see her go, there is always a chance that she could return to AGT in the future. The entertainment industry is full of surprises, and Klum’s story with AGT may not be over yet.
