Is Infuse My.Colour Still in Business? (2026 Update)
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Look for Infuse My.Colour on AmazonFull story →Denis Kovalyov and Rob Forgione were working hairdressers before they brought a vegan, vegetable dye colour wash shampoo into the Den in series 16, episode 4, pitching a wash out alternative to permanent hair colour.
Short version: yes, and by most measures the brand has expanded rather than merely survived.
What the pitch was actually asking for
The pair wanted £80,000 for 25% of the business, and Tej Lalvani was the Dragon who wrote the cheque on those terms. Lalvani's own commercial background was in manufacturing vitamins and personal care goods, so scaling a bathroom formula into something a factory could bottle held no mystery for him.
Vegan, cruelty free positioning was still gathering momentum with UK shoppers around this time, and that timing likely helped the concept resonate with more than one member of the panel.
The growth curve since the broadcast
Retail launch followed in February 2017, and inside a year the founders had moved something like 45,000 bottles for close to £248,000 in sales, a quick ramp for a brand not long off its television debut. Trade press coverage from that stretch also pointed to plans for a push into America.
That plan seems to have paid off. The shampoo now has its own Amazon storefront on the American side of the Atlantic in addition to the UK one, so the business has two working retail markets rather than the one it started with.
Buying it today
infusemycolour.co.uk is up and running, and according to the site it is still bringing on new salons and retail stockists, hardly the priority of a company that is scaling back. Amazon fills in as a second channel across both countries.
A working direct site, an ongoing search for new stockists, and two live Amazon storefronts together suggest a brand adding to its footprint rather than simply holding steady on what it built at launch.