Category Guide

The Best Dragons’ Den Health & Wellness Products (2026)

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

Dragons' Den IndexUpdated 16 July 20256 min read

Health and wellness sits comfortably above average in Dragons' Den history. Of the 30 pitches in our index, 17 secured investment, a 57 percent success rate against the show's overall average of 30 percent, nearly double the show-wide baseline. Twenty-six of those 30 businesses are still trading today.

Here is how the category performs, the biggest deal it has produced, who invests most in it, and which health and wellness brands from the pitches are still on the market now.

How Health and Wellness Fares in the Den

A 57 percent deal rate means more than half of health and wellness pitches walk away with an offer, nearly double the show's overall average of 30 percent. It is a solidly above-average category, though it trails the Den's very best performers like business services and home and lifestyle.

The average deal size in the category is £82,000, one of the stronger averages across all sectors, suggesting Dragons are willing to write meaningful cheques for health and wellness founders once they decide to back one.

The Biggest Health and Wellness Deal in the Den

The largest deal in this category went to Sibstar, the debit card designed for people living with dementia and their carers, which secured £125,000 for 10 percent of the business in series 21.

A 10 percent equity stake for £125,000 values the business at £1.25 million, one of the stronger valuations in this category's history, and reflects a pitch built around a genuinely underserved need in health and social care.

Who Backs Health and Wellness Pitches

Peter Jones leads investment in this category with three deals in our index, more than any other Dragon, though the relatively small size of the category means the gap between Dragons here is narrower than in the show's larger sectors.

Health and wellness pitches tend to require a Dragon willing to back a founder on the strength of a genuine social or medical need as much as a straightforward commercial opportunity, and that has spread deal-making across several members of the panel rather than concentrating it in one investor. With 17 deals out of 30 pitches, this remains a category where roughly half of all founders leave with an offer, and half do not.

Which Health and Wellness Businesses Are Still Trading

Twenty-six of the 30 health and wellness pitches in the index are still selling today, an 87 percent survival rate, one of the strongest in this index. Among the names still trading are Elite Sport, Foot Deodoriser, Physicool Ltd, To Zo and Bee Prepared.

That high survival rate suggests health and wellness founders who make it to the pitch tend to be building businesses around real, ongoing demand rather than short-lived trends.

The Emotional Weight of a Health Pitch

Health and wellness pitches often carry a personal story that other categories rarely match, a founder who built a product after caring for a parent with dementia, or after their own struggle with an injury or illness. That kind of lived experience tends to land powerfully in the Den, because it signals a founder who understands their market from the inside rather than from research alone.

It also raises the stakes of the questioning. Dragons are generally reluctant to wave through a health-related product without probing safety, evidence and regulatory compliance carefully, since a poor health product carries real consequences for real people in a way a novelty gadget does not. Pitches that survive that scrutiny tend to be the ones built on genuinely solid ground, with clinical or scientific backing that goes beyond a founder's own testimony.

That combination, real stakes and real scrutiny, is likely why health and wellness sits comfortably above the show-wide average without reaching the very top of the table. It is a category the Dragons take seriously, but not one they wave through lightly.

The Takeaway

Health and wellness performs well above the Den's average on nearly every measure: a 57 percent deal rate, an £82,000 average cheque, and 26 of 30 businesses still trading today. Peter Jones is the category's most active backer, and Sibstar's £125,000 for 10 percent in series 21 stands as its biggest single deal.

For founders with a genuine health or wellness need to solve, the numbers in this category are encouraging on both counts, landing a deal and staying in business afterwards. The lesson from the data is simple: come with real evidence behind the pitch, not just a personal story.