Product Update
Is Positive Birth Still in Business? (2026 Update)
Is Positive Birth from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Positive Birth today.
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Positive Birth, the hypnobirthing app and course business founded by Siobhan Miller, is one of the clearer success stories to come out of the Den in recent years. The short answer is yes, it is still in business, and by most measures it has grown well past what it looked like on pitch day.
The Short Answer
The Positive Birth Company is still trading. Its website is live, its hypnobirthing courses are still for sale, and its companion app, Freya, has reportedly ranked among Apple's top paid apps for several years running. That is not the profile of a business that quietly folded after its television moment.
There is no Amazon listing, which tracks with the product itself. Hypnobirthing courses and a contraction-timer app are digital products, sold and delivered through the company's own site and app stores rather than a physical retail shelf, which naturally keeps the business off any marketplace listing entirely.
The Pitch
Siobhan Miller pitched in Series 18, Episode 14, bringing a hypnobirthing mobile app to a panel that does not always know what to make of pregnancy and parenting products. Hypnobirthing, a breathing and relaxation technique used during labour, was already a growing niche, and Miller had built both a course business and an app around it.
She asked for £136,000 in exchange for 10 percent of the company, a straightforward ask that valued the business at £1.36 million. That is a meaningful number for a founder-led wellness brand, and it required the Dragons to believe the digital side of the business, not just the course content, had real scale potential.
The Deal
Touker Suleyman and Tej Lalvani agreed to split the full £136,000 for the 10 percent equity on the table, matching the ask exactly rather than negotiating the founder down. A full-price deal from two Dragons at once is usually a sign that both saw a clean, well-run business rather than one that needed convincing.
Suleyman's retail and consumer background and Lalvani's experience scaling Vitabiotics gave Miller two investors who understood both direct-to-consumer sales and how to build a wellness brand people trust with something as personal as childbirth preparation.
Wellness and parenting products live or die on trust in a way few other consumer categories do. A course or an app aimed at expectant parents has to earn credibility fast, usually through word of mouth, midwife and doula recommendations, and visible testimonials, since new parents rarely have the time or appetite to shop around extensively during pregnancy. Having two Dragons with strong consumer branding instincts behind the pitch gave Miller a route to that credibility faster than she might have found alone.
What Happened After the Cameras Stopped
A year on from the pitch, Miller wrote publicly about the experience, reflecting on how the Dragons' Den appearance had changed the trajectory of the business. That kind of public, named reflection from a founder, rather than silence, is usually a good early signal that the deal closed and the relationship held.
Since then, the business has kept building. The Freya app, described as the world's first hypnobirthing-friendly contraction timer and virtual birth partner, is available in six languages and has been recognised repeatedly among Apple's top paid apps. The company also continues to sell its digital hypnobirthing course pack directly through its own site, with several hours of video content and guided audio sessions.
Building a digital product that keeps ranking among top paid apps for multiple years running is a genuinely hard thing to sustain in a crowded app marketplace, where new pregnancy and parenting apps launch constantly. That kind of longevity usually means the underlying user experience, not just the marketing around the launch, is doing the work of keeping customers coming back and recommending it to other expectant parents.
Where Things Stand Now
Positive Birth pitched in Series 18 for £136,000 at 10 percent, and closed that exact amount with Touker Suleyman and Tej Lalvani.
Today the company is active and growing, selling its hypnobirthing course directly and running the Freya app as a genuinely well-ranked product in its category. If you are asking whether this one made it, it did, and by the evidence available it is one of the stronger post-Den growth stories on this list.
Where to buy Positive Birth
Still selling as of 10 July 2026. Check today's price and availability.
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See the full Positive Birth deal breakdown and term sheet →
