Best Dragons Den Fashion and Beauty Deals
Fashion and Beauty sits in the middle of the pack for deal rates, with 55 deals out of 81 pitches, or 67.9%, in our records. That is well above a coin flip, but a clear step down from categories like Business Services or Pet Products.
The category also produces some of the widest swings in valuation of any group we tracked, from modest five figure deals to asks implying a business worth millions.
Beach Powder
Stephanie Kelsey asked for £60,000 for 10% of the business in season 18 and ended up giving away 49%, split between Sara Davies and Touker Suleyman.
It is still selling today, one of the clearest verified still selling cases anywhere in the Fashion and Beauty category.
Skinny Tan
Kate Cotton and Louise Ferguson asked for £60,000 for 10% of Skinny Tan in season 11 and agreed that exact deal with Kelly Hoppen and Piers Linney.
It is one of a small number of pitches on this list where the final deal matched the original ask precisely, both in amount and equity.
Liquiproof
Caner Veli asked for £100,000 for just 5% of Liquiproof in season 13, and ended up giving Touker Suleyman 50% for the same investment.
Ten times the original equity offer for the same amount of money makes this one of the most dramatic renegotiations in the whole category.
Tangle Teezer
Shaun Pulfrey's detangling brush pitch in season 5 asked for £50,000 for 25% and left with no deal at all.
It went on to become one of the biggest global haircare brands to ever come out of the show, acquired by BIC in December 2024, making it the category's most famous no deal story by a wide margin.
Kimaï
Jessica Warch and Sidney Neuhaus asked for £250,000 for just 3% of their lab grown diamond brand in season 21 and secured a deal.
The implied valuation, over £8 million, is one of the highest of any Fashion and Beauty pitch to ever land an actual investment.
Manta Hair
Timothy Binnington and Daniella Binnington-Nessman were offered £240,000 for 24% of Manta Hair in season 21 by Sara Davies, Peter Jones and Touker Suleyman, but turned the offer down.
Three Dragons agreeing to back a single pitch and still not reaching a deal shows how much can fall apart even after an offer is made.
Boot Bananas
Phil Osband asked for £200,000 for Boot Bananas in season 22 and secured a deal, one of the larger six figure asks the category has produced in recent seasons.
It is a reminder that Fashion and Beauty pitches are not always about small five figure asks.
Weave Got Style
Bee London's hair extensions brand secured a deal in season 10, but our records show the company has since closed.
It rounds out this list as a reminder that the deal rate for a category, however high, does not guarantee any individual business survives long term.