Category Guide

The Best Dragons’ Den Fashion & Beauty Products (2026)

Every fashion & beauty product that pitched Dragons’ Den, the ones that landed deals, the ones still selling, and where to buy them.

Dragons' Den IndexUpdated 8 February 20266 min read

Fashion and beauty is one of the strongest categories in Dragons' Den history by deal rate. Of the 78 pitches in our index, 52 secured investment, a 67 percent success rate against the show's 30 percent average, more than double the norm. Sixty-three of those 78 businesses are still selling today.

This is a category the Dragons understand instinctively, several of them have made their own fortunes in fashion and retail, and it shows in how often they say yes. Here is the full picture: the deal rate, the biggest cheque, who invests most, and which brands from the pitches you can still buy from now.

How Fashion and Beauty Fares in the Den

A 67 percent deal rate is more than double the show's overall average, and it puts fashion and beauty comfortably among the Den's best-performing categories. More than two in every three fashion and beauty pitches walk away with an offer, a remarkable strike rate for a sector as crowded and trend-driven as this one.

The average deal in the category sits at £84,000, a healthy mid-to-upper figure that reflects Dragons' confidence in backing consumer brands with clear retail and direct-to-consumer routes to market.

The Biggest Fashion and Beauty Deal in the Den

The largest deal in the category belongs to Kimaï, the sustainable fine jewellery brand, which secured £250,000 for just 3 percent of the business in series 21, the biggest single deal in Dragons' Den history at the time it aired. That tiny equity slice reflects a founder who came in with a strong valuation and got the Dragons to meet it.

Deals like Kimaï's are the exception rather than the rule. Most fashion and beauty founders give up considerably more equity for considerably less cash, but it shows what is possible when a brand's numbers and story are strong enough to hold firm on valuation.

Who Backs Fashion and Beauty Pitches

Peter Jones is the most active investor in this category, with 12 fashion and beauty deals in our index, more than any other Dragon by a wide margin. Jones has long had an eye for consumer brands with strong margins and scalable retail potential, and fashion and beauty plays directly to that.

Touker Suleyman, whose own businesses include the shirtmaker Hawes & Curtis and the fashion label Ghost, is another natural fit for this category, though it is Jones who leads the field on volume. With 52 deals spread across 78 pitches, fashion and beauty is one of the busiest categories in the index for deal-making generally, and that volume means the investing has never been the preserve of just one Dragon.

Which Fashion and Beauty Businesses Are Still Trading

Sixty-three of the 78 fashion and beauty pitches in the index are still selling today, an 81 percent survival rate. Among the names still trading are Visual Talent Ltd, Circaroma, Scentsof Time, Steri Spray and Neurotica, a spread of scent, styling and personal care brands that have kept going long after their Den appearances.

That survival rate is one of the stronger ones in the index, and it lines up with the category's high deal rate. Fashion and beauty founders who get past the Dragons tend to have the retail fundamentals to keep going afterwards too.

Why This Category Converts So Well

Fashion and beauty pitches share an advantage that a lot of other categories lack: the Dragons can pick the product up, examine it, and often try it on the spot. A jewellery piece, a skincare formula or a garment gets judged with the senses as much as with the spreadsheet, and several of the panel have built their own fortunes in exactly this kind of retail.

That familiarity cuts down on the guesswork that slows deals in less tangible categories like tech. A Dragon who has spent decades sourcing and selling clothing or beauty products can size up margins, manufacturing cost and shelf appeal almost instantly, which likely explains why this category closes deals at more than double the show's average rate.

The Takeaway

Fashion and beauty is one of the best categories in Dragons' Den for a founder to pitch: a 67 percent deal rate, an £84,000 average cheque, and 63 of 78 businesses still trading today. Peter Jones is the category's most prolific backer, and Kimaï's £250,000 for 3 percent in series 21 remains the biggest single deal in the category.

If you are after a fashion or beauty brand that survived its Den appearance, the names above are still open for business.