Product Update

Is Ori Lifestyle Still in Business? (2026 Update)

Is Ori Lifestyle from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Ori Lifestyle today.

Dragons' Den IndexUpdated 21 February 20266 min read

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Titi Bello pitched Ori Lifestyle as a hair care brand built specifically for Afro textured hair, backed by real education on how to care for it rather than another generic haircare range. She landed a deal with Emma Grede, and the short answer to whether the business survived is yes.

The Short Answer

Ori Lifestyle is still in business. The brand's website remains active, its full product range is still for sale, and its Dragons' Den investment continues to feature in its own marketing, which founders generally only keep doing while the association is still working for them.

It does not appear to sell through Amazon, running instead through its own site and, according to coverage of the brand, through premium stockists.

The Pitch

Ori Lifestyle appeared in series 21, episode 6, filed under Fashion & Beauty in our index. Founder Titi Bello, who started the business in December 2019, pitched a haircare and education brand built specifically for Afro textured hair, a category she argued was underserved by most mainstream haircare ranges.

The ask was £60,000 for 25 percent of the business, a standard equity offer for a founder led beauty brand at this stage of growth.

The Deal

Emma Grede made the investment, putting up the full £60,000 for the 25 percent on offer. Emma Grede's own background building consumer and beauty brands at scale made her a natural fit for a founder pitching a haircare business with a strong educational and community angle.

A single Dragon deal, rather than a joint one, often means a more direct, hands on relationship between founder and investor going forward, which can be an advantage for a brand still finding its footing in retail.

What Happened After the Cameras Stopped

Since the episode aired, Ori Lifestyle has continued building out its haircare, beauty and lifestyle range and has reportedly picked up stockist relationships with Selfridges' online store and Harrods, two of the more selective retail names a beauty brand can land in the UK. That kind of placement does not happen automatically off the back of a TV appearance, it requires a product that passes a retailer's own buying standards.

The brand has also kept its educational focus, positioning itself as much around teaching people how to care for Afro textured hair as around selling product, which tends to build the kind of repeat customer loyalty that keeps a small beauty brand afloat between big marketing pushes.

Why the Category Matters Here

Afro haircare has historically been treated as a niche corner of the wider beauty industry, often relegated to a small shelf section rather than integrated properly into a retailer's main range. Founders building brands in this space have to do double duty: sell a product and make the case, repeatedly, that the category deserves the same shelf real estate and marketing budget as the rest of the beauty aisle.

That context matters for reading Ori Lifestyle's trajectory. Landing listings with Selfridges and Harrods is not just a nice line for a press release, it is evidence that a buyer at a major department store looked at the product, the packaging, the ingredient story and the founder's brand and decided it belonged alongside established names. Department stores of that calibre are notoriously selective about which smaller beauty brands they bring in, and they tend not to keep underperforming lines on shelf for long, so a continued presence there years after the Den appearance is a meaningful signal rather than a one-off placement. It suggests actual sell-through, not just a launch placement that quietly got pulled once the initial press coverage faded.

Where Things Stand Now

To recap. Ori Lifestyle pitched in series 21, episode 6, asked for £60,000 for 25 percent, and secured exactly that from Emma Grede. The brand's website, full product range and premium retail listings all appear to be active today, which is about as clear a signal as this kind of research gets that a business is still open.

For anyone who watched the pitch and wondered whether a haircare brand built around education as much as product could hold its own against bigger, more heavily marketed competitors, the answer several years on looks like yes, and the brand's continued presence in two of the country's most selective department stores backs that up.

Where to buy Ori Lifestyle

Still selling as of 21 February 2026. Check today's price and availability.

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See the full Ori Lifestyle deal breakdown and term sheet →