Lianna Albrizio, Assistant Editor04.09.24
The best ideas really do occur in the shower.
This “shower effect,” detailed in the Washington Post, elucidated a 2019 study surveying professional writers and physicists, a majority of whom admitted they’re most creative in the shower stall.
This “shower effect,” detailed in the Washington Post, elucidated a 2019 study surveying professional writers and physicists, a majority of whom admitted they’re most creative in the shower stall.
Brick Township’s David Restiano can attest to that. Back in 2019, he was in the shower when he got his idea for a soap-based soft tissue scraper he christened, “SorSoap.” Five years later, his eureka moment led to the launch of a lucrative business and a coveted spot on “Shark Tank.”
But the shower itself wasn’t the only pull. Restiano’s sore muscles aching to be relieved played an equally vital role in the ingenious invention. Restiano is a lifelong athlete who played soccer at Marist College in Poughkeepsie, NY. More recently, the father of three was active in a men’s soccer league; that, coupled with long-distance running, put plenty of “wear and tear” on his body. For nearly a decade, he had seen his physical therapist, Dr. Dan Staats – who would become his business partner – for ailments including a torn ACL, calf strains and, at the time of his invention, a strained hip flexor.
Staats had used a metal tool to scrape his soft tissue during in-office appointments. But while practicing self-care one evening, Restiano reached for a bar of soap while showering. When the soap quickly softened, he envisioned the idea for a soap-shaped handle that would be as easy to grip as it was effective, like a gua sha. SorSoap was born.
The Sortool is made from hand-molded acrylic resin; the Sorsoap is all-natural and made with menthol, lavender and chamomile essential oils to create a pleasant aroma and rich, comforting lather, per Restiano. (A patent is pending for its physical therapy tool shape and the bar lasts for up to 21 days sans the holder.)
From Pre-Med to Entrepreneurship
Restiano had originally attended Marist on a biology scholarship with plans to go into pre-med. Lucky for him, life didn’t go according to plan. Instead, he went in a new direction, switching his field of study to fine arts and pursued graphic design. In Steve Jobs fashion, Restiano dropped out before completing his education to take a job at IBM. A self-described creative type and calculated risk-taker who views problems from every angle, he had all the makings of an entrepreneur. SorSoap certainly isn’t his first venture.
Restiano created a nightlife app in the early 2000s that helped consumers seamlessly book New York City party spots. Today, with his new venture, the Restiano/Staats doctor-patient relationship has evolved into a working relationship. They share a zeal for making people feel good, which is at the core of their business, he said. Staats specializes in anatomy while Restiano is focused on the philosophy and customer relations.
“I had a good feeling this was going to take off,” Restiano recalled of creating Sorsoap. “The timing was perfect during the pandemic. People were dying from this new scary disease [covid-19]. Families were putting a focus on wellbeing and staying safe and fit. We created a lane for this type of approach coming out of a bad [situation].”
Sorsoap contains menthol, an anti-inflammatory, to cool; lavender and chamomile to soothe; and scents like bergamot and citrus oil with a natural manganese violet color. Staats was instrumental in bringing sustainably and responsibly sourced ingredients to make rudimentary batches of a prototype soap and poured them into silicone molds. Sorsoap’s contract manufacturer is Omaha Soap Company in Nebraska. Restiano attributes his hunch that his invention would go the distance to a lack of other such inventions on the market after exhaustive Google searches.
Health is Wealth
“The creative process is so rewarding in and of itself,” said Restiano. “This company has given people the ability to solve medical issues and create content.”
The timing was apropos. Health and wellness are top-of-mind. And with work-from-home ingrained, companies and consumers are utilizing social platforms like Instagram. Peloton sales may have faltered, but many consumers still shy away from the gym—even as interest in healthy habits soars.
“Everyone shifted focus to health and wellness and being at home,” explained Restiano. “This created an opportunity in my mind. ‘Why go to a massage therapist or acupuncturist when you can do it from home?’”
With Sorsoap, the idea was to supplement “great clinical care” in the comfort of home.
From using his own product, Restiano says he’s experienced “distinct improvement” in his soft tissue health. This means less strains and pulls, faster recovery time, and a reduced frequency in minor aches and pains, like shin splints. It all adds up to better mobility.
Sorsoap isn’t the cure-all for any injury; but it does help to improve quality of life and athletes and everyday people alike in pain management. Restiano says the soap can reduce the pain from plantar fasciitis in the feet to aching hands and wrists caused by carpal tunnel syndrome.
In fact, a clinical trial authored by Staats published in Scientific Research Publishing – a publisher of Open Access journals, publishing over 200 peer-reviewed open access journals online covering a range of academic disciples – found Sorsoap decreased pain and increased range of motion in the arms and wrists of 30 Jersey Mike’s employees.
The results translate into sales. After a slow start in 2019, Sorsoap sales have roughly tripled every year for the past four years, according to Restiano. Customer testimonials help too. During a TikTok Live, Restiano said he was deeply moved by a Sorsoap user who said using the product helped him shed 45 pounds, as it assuaged painful shin splints that deterred him from daily exercise, particularly running.
Today, Sorsoap has amassed 80,000 followers on the platform of people who are psyched to get back out there and carry on their exercise routines, especially with warmer weather on the horizon.
The brand will also capitalize on the “everything shower” phenomenon to sell soap. A bodywash is currently in the works given some consumer preference over the bar. The innovation, he said, is poised to translate into more dollar signs for the brand.
“Health is wealth,” said Restiano.
Restiano and Staats will appear on ABC’s “Shark Tank,” on Friday, April 12 at 8 pm EDT.