Product Update
Is Infuse My.Colour Still in Business? (2026 Update)
Is Infuse My.Colour from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Infuse My.Colour today.
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Infuse My.Colour pitched its natural vegetable dye colour wash shampoo in series 16 of Dragons' Den and impressed the panel enough that three Dragons made offers for the same deal. Tej Lalvani closed it. Years on, the brand is not just still trading, it has genuinely expanded.
The Short Answer
Infuse My.Colour is still in business. The company's own website remains active and is currently recruiting salons and retailers to stock the product, and the range is also sold through Amazon in both the UK and the US. Between a working direct site, an active retailer recruitment push and live Amazon listings, this is one of the more clearly confirmed survival stories in our index.
The Dragons' Den Pitch
Denis Kovalyov and Rob Forgione, both hairdressers turned entrepreneurs, pitched their vegan colour wash shampoo in series 16, episode 4. The product let customers refresh or subtly shift their hair colour with each wash, using a vegetable dye base rather than the harsher chemical processes typical of permanent colour treatments.
The pair asked for 80,000 pounds in exchange for a modest 8 percent of the business according to their original ask, but the pitch generated enough interest in the Den that three separate Dragons each offered the full 80,000 pounds for a larger 25 percent stake, a sign the panel saw more upside in the product than the founders' initial valuation implied.
The Deal That Got Done
Tej Lalvani won the deal, investing 80,000 pounds for 25 percent of the company, the terms that matched what two other Dragons had also offered before Kovalyov and Forgione chose Lalvani as their partner. Lalvani built his own background in the vitamins and personal care manufacturing trade, giving him direct relevant experience with a haircare product moving from concept to mass production.
Facing three competing offers for the same terms is a strong outcome for any pitch. It meant the founders got to choose their investor based on fit rather than simply taking whichever Dragon bit first, and Lalvani's manufacturing background made him a logical pick for a product that needed to scale production quickly.
The Growth After the Den
The brand launched into the wider market in February 2017 and scaled fast. By 2018 it had sold 45,000 bottles and generated 248,000 pounds in revenue, a solid trajectory for a haircare brand only a year or so removed from its television debut. Coverage from the trade press also noted the brand's ambitions for expansion into the US market not long after.
That US push appears to have taken hold. The product is currently listed and sold through Amazon in the United States as well as the UK, giving the brand two established markets rather than relying solely on its home turf.
A vegan, wash out colour product also sits at the intersection of two growing consumer trends, cruelty free beauty and low commitment hair colour, which likely helped the brand attract customers who would not have considered a permanent dye but were happy to try a temporary, less damaging alternative.
Where to Buy Infuse My.Colour Today
The official site, infusemycolour.co.uk, is live and actively recruiting new salons and retail stockists, a sign of a business still working to grow its distribution network rather than one coasting on legacy sales. For direct purchases, Amazon carries the range in both the UK and the US.
For a vegan personal care brand pitched by two working hairdressers, building out into international Amazon distribution and an ongoing retailer recruitment drive years after the show represents real, sustained growth rather than a one off spike from television exposure.
Common Questions
Why did three Dragons offer the same deal? Multiple Dragons competing for one pitch usually signals a product with an obvious retail hook and a clear manufacturing path, both of which a colour wash shampoo with a working formula and two hairdresser founders offered.
Where can I buy Infuse My.Colour in the UK today? The official website, infusemycolour.co.uk, sells direct, and the range is also available through Amazon UK alongside the brand's growing list of salon and retail stockists.
The Bottom Line
Infuse My.Colour pitched in series 16 for 80,000 pounds, drew competing offers from three Dragons at 25 percent, and closed with Tej Lalvani on those terms. The brand scaled to tens of thousands of units sold within its first two years, expanded into the US market, and remains active today across its own website and Amazon in both countries. Still in business, and still growing.
Where to buy Infuse My.Colour
Still selling as of 26 January 2026. Check today's price and availability.
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See the full Infuse My.Colour deal breakdown and term sheet →
